Since the early 2000s, the formula for social media has been fairly consistent: Post a picture or video with a song to let your friends know what you’re up to. It is true we would often create idealized versions of ourselves by posting the best pictures and captions, watching the likes go up, but the way we interacted with social media was not as parasitic as it is today. And there is a reason for this.

There has been a subtle yet impactful change in how social media is presented to us now compared to back then. In the not-so-distant past, social media was an online space to catch up with people. Community was the driving force of the platform. But in the present social media atmosphere, there is a large shift from community-based connections to a majority content-based algorithm. This algorithm prioritizes post interactions instead of authentic online communities. Social media influencers have taken over apps so much so that it is hard to scroll on TikTok for more than five minutes without seeing pre-rehearsed skits and millions of views, a reality that was not the case in the early Facebook or Instagram eras.

So, what changed? Social media platforms — like all companies — are profit-based, designed to make money off of the product they produce. They are in the business of selling data to advertisers, and to do this, they use an algorithm that tracks your likes and engagement. This profit-centered model has created a culture of engagement that also appeals to creators. Creators can now make money off the content they post, which leads to a shift toward content-based, commercialized posts.

I believe we are in a culture of prioritizing content without substance that advertisers are accumulating via algorithms to sell data, and it is concerning. It is a type of transactional culture that pairs self worth with likes and interaction and leaves behind community. It is a culture of hyper-idealized personas, and while social media may have some positive outcomes, I don’t like the course we’re on.