The Youth Lab

With large social platforms becoming mass discovery and entertainment channels, emerging spaces are filling the need for meaningful human connection

Social media platforms have evolved into the new entertainment giants, optimised for spectacle and discovery. The Hollywood Reporter recently called social media shorts “the new TV guide”, Mashable writes about “the new entertainment order”, anointing the social media stars taking over Hollywood. Meanwhile, social platforms are upending user behaviour and household dynamics - YouTube viewing on the TV in homes has actually surpassed mobile usage. And while this scaling up has created a vast industry, generated billions in revenue and introduced new celebrity creators into our cultural lexicon, it’s also left a void around real, genuine connection on social media.

In this week’s 52INSIGHTS we explore how entertainment took over the social industry, what leading players think about the future of social media and how brands are cultivating their own social reboot, carving out niche spaces of real connection with their fans.

LESS FRIENDS, MORE ATTENTION CAPTURE

Mark Zuckerberg, the founder of the social network Facebook 21 years ago, declared last week, as the Federal Trade Commission’s antitrust battle with Meta kicked off, that the “Facebook Feed doesn’t always serve up fresh, engaging posts that you consistently enjoy.” He went on to acknowledge that “the magic of friends has fallen away” reflected in the decrease in time engaged with friend-focused content - in 2023, the time spent viewing friends' content was 22% on Facebook and 11% on Instagram. In 2025 this timeshare has dropped to 17% and 7%, respectively.

As strategist Vincent Orleck describes, this means the social graph model (where your experience is built around your network of friends) has been almost fully replaced by the content graph model (where your experience is built around whatever content the platform’s AI thinks will keep you scrolling). This seems to be having a detrimental effect on young people’s enjoyment of social platforms. Almost half of Gen-Z wish social media didn’t exist despite being chronically online, according to a recent survey. A Gartner survey found 53% of consumers believe social media’s state has “decayed” in quality and 50% are cutting back usage in 2025. Underpinning this sense of decay is the feeling that all platforms are morphing into the same thing where attention optimisation trumps meaningful connection. Orleck sums up this blurring of platform identities best: “In this sameness, platform identity becomes meaningless. What matters is attention capture. Whoever captures more of your time wins, even if the content feels hollow and interchangeable.”

THE TWO INTERNETS: PERFORMATIVE VS. PARTICIPATORY

If engagement on social networks has become performative, then its core audience of users are burnt out. The pressure to curate perfect content has contributed to user fatigue. “Younger users aren’t posting anymore” according to a recent feature in the Business Post, “They’re just watching. It’s passive, like channel-surfing. There’s very little liking, resharing or commenting going on”. In a recent 52INSIGHTS edition we explored ‘The age of the lurker’ and the young people craving more private social media experiences, from this evidence it’s clear the hunt to create a new type of advocacy is on.

The result has been an increasing migration toward smaller, niche or interest-based spaces. These are social networks “focused entirely on connection…the relatively simple but profoundly beautiful experience of knowing what your friends are up to” Here, young people are finding relevance, connection, and (ironically) the intimacy that early social media once promised. Savvy brands are quickly realising the potential and acting accordingly.

In December 2024, Louis Vuitton launched a new game on Discord with a week-long gaming activation exclusive to its community. In the fitness space, brands such as Nike and Chipotle are partnering with active app Strava. Beauty brands like Glossier have been ahead of the curve, experimenting with closed online communities for their fans on Slack and Geneva for years. According to Little Black Book, Discord, Substack and Patreon have all seen major growth in the last five years. Discord, in particular, doubled its monthly active users to over 200 million, with 74% of them aged 16-34.

CRACKING THE CODE ON REAL CONNECTION

The “social” in “social network” does mean something. New apps and platforms are reimagining social in 2025, facilitating personal, intimate and authentic connection with friends and people who are chosen to be in their network. From Stravato FindMyFriends, these apps come with the promise of smaller networks, safer and more positive. For the bigger platforms, it’s about reimagining what their role is - are they there to facilitate product discovery, entertain, or drive people to consumption or is the core of their offering focused on the promise of meaningful social connection?

Some, like Facebook with their new "friends" tab that shows only posts, stories, and reels from people users actually know - no recommended content or algorithmic distractions - plays into an effort to bring back “OG Facebook” rooted in personal connection, but in the absence of moderation it might just be a blip in a sea of slop. Instagram have also just announced their own Snap Map-feature called Friend Map that will let you share real-time location and notes with close friends and followers. Lockable posts will also soon become a feature of the platform, users being able to restrict views on their posts to close friends or trusted followers who have a secret code.

Others, like TikTok and YouTube will lean further into the creator economy facilitating creative self expression and leaning into discovery, entertainment and connection through communities of interest. These channels are where vibrant micro-communities can be built around shared interests, from food to fitness to fashion. Here, the algorithmic focus will reward authenticity and niche relevance, allowing users to discover creators who feel more like friends than celebrities. In this nucleus, entertainment and social connection will actually be able to blend seamlessly, transforming creators into cultural anchors within interest-based digital tribes.

BRAND TAKEOUTS

Attention is Not Affinity: Social Platforms can deliver reach, resonance and even virality for your brand but it can’t necessarily build trust. Brands must differentiate between entertainment, discovery and commerce marketing and meaningful engagement.

Be Clear About Intention: In this fragmented social landscape, it’s key to have a clear purpose about why your brand is on certain social platforms. Entertainment and discovery driven platforms demand content velocity and virality, connection-driven spaces need cultural alignment. Know which game you’re playing.

Facilitate Meaningful Interactions: There is so much potential in spaces where real dialogue and meaningful exchanges can happen. This could be a niche platform, a private online community or even a creator-led conversation. Build spaces where those richer interactions happen.

THINKHOUSE NEWS

SAVE THE DATE: YOUTH CULTURE UNCOVERED 20205

Youth Culture Uncovered 2025, June 11th, 9am-11am. For Thinkhouse clients only. This year we expect another packed-out event as The Youth Lab shares insights into youth culture, AI and the Creator Economy. Hold your place!

HOMETREE CHANGING LANDSCAPES CONFERENCE: MAY 15TH

Changing Landscapes is a gathering of changemakers, community leaders, and innovators working to restore Ireland’s landscapes and support thriving rural communities. The theme this year is ‘moving beyond good intentions.’ THINKHOUSE Head of Sustainability & Planet Services, Laura Costello, will be bringing a creative communications perspective to the action, joining a panel to explore 'what actually moves the needle' in driving systemic change to tackle the ecological crisis. More info & tickets here.

CLIMATE COCKTAIL CLUB CORK: MAY 29TH

Our partners at Climate Cocktail Club are coming to Cork this month for ‘Climate Rebels’. The event is a celebration of those tearing up the rulebook to drive real change for people and the planet. The evening will include inspirational speakers, art, culture, science, cocktails and more, generously supported by Climateaction. Hosted by the perpetually inspiring Tara Shine and co-curated by B Lab Ireland and Change by Degrees, the event will provide a who's who of leaders born, raised or blown into Cork. More info & tickets here.

If you’d like a discount code for tickets, reach out via planet@thinkhousehq.com.

IAPI FUTURE FEMALES FUND

Finally a big Congratulations to our own Ellen Corrigan, Account Manager on the Social & Digital Innovation Team, who has just been announced as one of the recipients of the IAPI Future Females Fund for 2025.