The landscape of social media is ever changing, with brands and consumers trying to keep up with constant trends and unspoken rules of what’s ‘cool’. And, currently, what’s ‘not cool’ on social media is social media. Or at least, the 2013-2020 influencer-led iteration of it.

When content creation became a full-time job, many people’s content went from relatable to aspirational. It also led to some influencers prioritising the financial rewards, rather than giving genuine recommendations to their audience.

Now, however, platforms that were once used to show off only the best of us are being used to share personal IBS stories (thanks, Olivia Neil). Post-influencer, (now icon), Emma Chamberland theorised the death of the influencer in her podcast, wondering in a saturated online space, what’s next and new for us to consume online?

Since the pandemic, there has been a rise in demand for authentic, unfiltered content. Brands who post such content, like Duolingo, are being accepted into their audiences’ online communities, with many smaller brands trying to recreate the open and honest notion through ‘social media manger POV’ content. Influencers such as GK Barry and Olivia Neill who are often, if not always, unfiltered online, also evidence the demand for organic content through their popularity.

We also saw the rise of BeReal, the ‘anti-social media’ social media which saw an 300% increase in users in 2022. An app that focuses on capturing the moment by instructing its users to post a front and back camera snapshot when the notification arrives. Could this app be the refreshed way of using social media Gen Z is yearning towards?

From growing up around filters, Facetune and fake reviews, Gen Z’s self-esteem has suffered due to toxic social media habits. A look on BeReal’s TikTok comments shows us an audience stating they ‘have no friends’, or ‘I’d love to use the app but I’m in bed all day’.