peak social

This was peak social media: 2019.

The World Record Egg had a single goal—to become the most-liked post on Instagram—effectively marking the moment social media jumped the shark.

At the same time, TikTok was on the rise, establishing itself as the dominant platform in both content style and format.

Just over a year later, in 2020, the COVID-19 pandemic plunged us into a global, digital accelerator. Everything changed after that—the world feels fundamentally different now. There was no return to "normal."

Since then, social media has been on a steady decline. The proliferation of fake news and foreign interference in democratic elections, the FTC's lawsuit against Facebook for monopolistic practices leading to its rebranding as Meta, Elon Musk's purchase, rebranding and repositioning of Twitter, and the recent content moderation shifts at Meta all mark a turbulent period. Add to this the looming possibility of TikTok being banned in the U.S. next week.

As people, brands, marketers, creators, and influencers rethink their relationship with social current social media platforms, the conversation has shifted. Where do we go next? Threads? BlueSky? RedNote?

But this isn’t about the next platform.

This is about the decline of Web2.

This is the transition to Web3.