Divesting from the social media industrial complex

We are the apps; the apps are us.

Author

Kt McBratney
January 30, 2025

I have an above average interest in social tech. It pre-dates my marketing career, which pre-dates my founder era, though it definitely relates to why I dove (or fell?) into both. As an investor, it’s a bias I have to be aware of, but it’s an area few would argue we’ve gotten really right yet. In terms of returns, we have the Metas and X (forever RIP weird Twitter, how I love thee) and even acquisitions like OwnTrail and Lex, which are not apples to apples but tell one kind of success story. But in terms of delivering on the promise of tech to bring people together in a healthy, value additive way? We keep falling short…sometimes dangerously and harmfully short.

And yet I keep returning to my screens, seeking human connection. You probably do, too.

Many smart folks have written at length about the current state of social, from Cory Doctorow and the enshittification of platforms to Rosie Sherry on alternatives to the tech broligarchy. I’ve linked to some of the my faves (in terms of what I found thought-provoking) below if you want to join me in the rabbit hole. I’m not going to explain how we got here. Instead, I want to extend an invitation to you and anyone craving a better social tech landscape.

Build it.

I don’t mean code it, necessarily. I don’t mean work at a social tech startup, even. If those are your cup of tea and callings, please go for it. But there are so many ways to contribute to building a better social internet, starting with how you participate in the existing platform all-you-can-bear buffet. That may look like breaking up with Instagram. It could be eschewing all social media for a time. It could be doubling down on local community or a specific digital community that uses a big tech tool like Slack, Discord or even Facebook (where my local Buy Nothing community continues to thrive and push back on constant consumption). Here are some ways I’ve been experimenting with building a better consumer tech experience:

1. Be Intentional

Your time is a resource. It has value, and we too often lament the time we spend scrolling without thinking about what craving we’re trying to satisfy. Take a beat. You might find that what you’re haphazardly seeking by doomscrolling or dissociating on the top social apps (dating ones included!) could be found in a more focused digital community like Old Girls Club, Famm or Impact Entrepreneur (just a few examples of many). Your people are out there, so stop trawling for them like a commercial fisher scooping up the whole ocean bed. Be like a fly fisher — focused, specific, maybe a touch more patient. Reducing the social (and capitalist) bycatch that comes with your social habits not only nets you a better outcome but establishes a healthier environment for these connections to thrive.

2. Challenge it.

How can you use existing social tech differently? Much like teens created Finstas2 to meet a need for peer-only spaces within a massive and often rigid platform, they are now using Live360 and other location tracking apps to supplement their IRL connections1 . I’m not advocating for violating app terms and conditions — what I am inviting you to do is innovate. Could you use the same feature set differently to serve healthier social relationships and/or limit the harmful ones? Another easy way to challenge is to try give new platforms a try. Explore Bluesky. Upgrade to a paid newsletter to engage in the community features. And invite your friends!

3. Invite your friends.

However you experiment with changing your social tech, it’s better with friends. No one likes being the only one at the party. Share the experience, both in platform and out, with people you already have relationships with. That’s not necessarily the same as mirroring who you followed on legacy social platforms; curate relationship experiences, not a feed. After all, you’re seeking social connection — not more media.

Related writings on social media, community and the state of connection that have been sticking with me:

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