Is This the End of Social Media as We Know It?

Why entrepreneurs must rethink their strategy for the future of digital

I want to help you understand what’s happening, so let’s take a quick walk through history together.

Social media started as a platform to connect people. Later, news outlets began sharing their content, and brands joined in to reach customers... with games and giveaways. Then they realized they could sell to them if their audience was there. Ads started flooding in, along with offers. Social media has become less about our friends and more about news and advertisements.

But this was too dry, and entertainment was needed. The first influencers appeared, and fast-forwarding to today, people have been pushed out of social media, which has become a space mainly for commerce and entertainment.

I’ve worked in social media and content marketing for 15 years, and the change is clear.

Now, we’re on the verge of another major shift. Social media has become so overstimulating and shallow that it can’t continue like this. A big swing in one direction always leads to a swing in the opposite direction.

However, this shift isn’t in social media’s favor. People want something different, and when they do, brands and businesses eventually follow. This has been the case for centuries, ever since merchants figured out the best spots to set up their shops in the city streets.

So, what’s next?

I’m not speaking from a bubble when I say that more and more entrepreneurs are leaving Instagram as their primary platform (or altogether).

They crave predictability, a more human scale, and deeper connections. They’re building long-term relationships with their audience, not just trying to squeeze out a quick sale or deceive them like influencers often do. They’re focusing on trust and recurring interactions.

But it’s not just about business. Often, entrepreneurs struggle mentally with the social media world and flee from burnout.

By stepping away from these platforms and focusing on more intentional spaces like newsletters, podcasts, or smaller online communities, we can create a healthier, more balanced relationship with our audience. This shift isn’t just about business strategy—it’s about mental well-being.

It’s about finding joy in creating content again, connecting on a deeper level, and building something that feels good, not just something that looks good.

Where to?

• IRL (in real life) events and connection opportunities are becoming more frequent.

• More closed online communities and membership groups are appearing.

• Many are shifting to slower, more predictable platforms like LinkedIn or Threads.

• Newsletters are making a comeback, providing genuine reach, connection, and value.

• Blogs and personal websites are gradually coming back into focus.

• Podcasts and YouTube channels are gaining significant traction.

As you can see, platforms like Substack are poised to win big in this new era.

How can you adapt to this as an entrepreneur?

First, make a clear decision about your direction. If you’re hesitating because social media doesn’t feel right for you, don’t stay stuck between two worlds—decide firmly on where to go next.

Think about who you can collaborate with or where you can join to appear at IRL events as an organizer, participant, or supporter.

Choose a long-form content platform that’s truly yours: a podcast, Substack, newsletter, or website.

Start building your newsletter database, and consider creating challenges or email courses. (For example, Justin Welsh teaches how to start a business in 21 emails.)

Become active on Substack:

• Share daily Notes posts.

• Create 1-2 longer posts per week.

• Comment on others’ posts and start conversations.

• Offer 1:1 calls or other services to your audience.

• Collaborate with others.

• Lead and support your community.

The possibilities are practically endless, and it’s entirely up to you to find the path that suits you best. The question is, when will you realize that posting daily Reels on Instagram isn’t worth it, as your voice is fading? Those who shift direction in time can truly gain an advantage.

And remember, you don’t have to start from scratch. Instead, skillfully transition and connect with your existing audience in new ways while also welcoming new people.

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💬 Have you started to shift away from traditional social media? What’s been your experience so far?

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Hi! I’m Andi Bitay, a Budapest-based content strategist helping businesses grow sustainably on social media and beyond. If you're interested in collaborating on your 2025 growth and marketing strategy, visit my website or send me an email (andi@andibitay.com)