I'm done with social media, but I won't give it up
While tech giants laugh all the way to the bank, the joke's on them.
I read a lot about how to do social media strategy right – it’s part of my job. I’ve been in this area since the very start. From Friends Reunited to MySpace, Facebook, Twitter, LinkedIn, Clubhouse, Threads, BlueSky… each new, shiny channel with its own model of dopamine regulation.
But, now that I’m going through my grumpy, late-mid forties stage, I think I’ve had enough. If someone could give me a compelling reason why the world would be a worse place if every social media channel disappeared tomorrow, I’m all ears.
Yes, I’ve known for a long time that social media companies are just businesses creating algorithms powered by machine learning to increase profit margin, with little concern for our mental health and the health of our communities.
It’s now so blindingly obvious it seems the algorithms have given up hiding it.
‘I’ll just serve you a bit of this, a bit of that, a bit of creepy, a bit of irrelevant. And if you dare to stop to look, or even worse comment, I’m so ready for you. I have similar content lined up, just a few scrolls further down… and tomorrow.’
It’s awful.
Last week (23 June 2026), Ian Murray, Minister for Creative Industries, Media and Arts launched a consultation on how he thinks social media should change:
‘These algorithms typically prioritise engagement over value, risking ‘filter bubbles’ that erode the shared cultural experiences once provided by broadcasting.’
I need to read more into this consultation, but I fear the ship is now well out of harbour.
For too long, I’ve tried to keep up with what’s new or what’s hot on social media – all to then see the algorithm get a tweak again overnight, rendering my best efforts immeasurably frustrating.
Today I care much less about ‘chasing the algorithm’ than I do about wondering what people are really like behind the facade of their profiles and posturing.
Comments are the worst. Back and forth, back and forth, arguing in the comments is THE most pointless and embarrassing exercise. We can do so much better than that.
I said to someone a few days ago: ‘I hate social media, but I just can’t give it up.’
I think it’s because I do need some sort of social connection, to see what’s going on in the world, to learn new perspectives, to laugh at new comedy, to be inspired.
But, not like it is now.
The AI ick that’s really hitting me now (after a honeymoon period with AI that was probably too long), has done wonders for my appreciation of human craft, in-person eye contact, clumsy conversations, messy vulnerability, and innocuous inaccuracy.
And maybe that’s why comedians are ‘smashing the socials’ right now. From the corporate cleverness of Currys to cheaply filmed clips from stand ups, it’s such a joy to belly laugh your way through social feeds these days.
Social media amplifies a heavy, darkness in the world.
I don’t know whether to laugh or cry.
But while I’m still being served absurd and unique comedy, I’m here all day for it.
Andrew Horton, June 2026