Digging into the core reasons
source: Twenge
1. The rise and rise of TikTok
The rise of TikTok from the mid 2010s ushered in a new era of social networking online where the TikTok algorithm started acting as the broadcasting media. It almost became a replacement for the BBC to broadcast interesting content to the consumers. However, in the pursuit of maximizing time spent this new model of consuming media online (later adopted by Instagram Reels, Youtube Shorts and Snapchat Spotlight) ushered in new problems.
For millenia humans evolved to listen and learn from each others stories. The invention of fire ushered in a new reality in which people sat down at night and traded stories. Those who could captivate the audience with their tales gained prominence as leaders of the tribe. Those who could consume the stories effectively learnt how to avoid the poisonous berries or to avoid the parts of the forest where angels feared to tread. However the distribution and consumption of these stories were a bi-directional bond. The already existing bond between the story teller and the listener was enhanced by the power of the story.
In the generation of TikTok we have completely flipped the script of the relationship between the storyteller (Content Creators on TikTok like Charli D Amelio etc) and the consumer (people like you and me). We’re just a number to Charli D Amelio and we on the other hand would probably never meet Charli D Amelio ever in our lives.
2. What do humans crave
For the longest period of time we evolved to live in tribes of no more than 150 people. As documented in the book Sapiens by Yuval Noah Harari. Because of the limited size of the tribe most of the relationships were bi-directional. This behavior is still desired by people at the core.
This played out quite evidently in the internet revolution whereby the business models of the traditional media companies (BBC, Cable Television etc) was upended by the likes of the social networks of the internet era (Friendster, MySpace, Facebook).
However, over time to maximize engagement it seems like Facebook and its subsidiary Instagram alongside Youtube and Snapchat (via Spotlight) is converging to a broadcast media services.
3. The AI revolution
The upcoming revolution in AI will change some of the problems introduced by the widespread popularity of the content and the model pioneered by TikTok. Your friends stories will be elevated to the next level using the power of AI. You no longer would have to rely on stories from people who are not likely to care or give a damn about you.