Social media was once hailed as a revolutionary tool for connection, a space where anyone could share their voice and build communities. But today, its evolved into a battlefield for attention, where sensationalism and outrage dominate. What changed?
Platforms like Facebook, Instagram, and TikTok are designed to chase one thing: engagement. The longer they can keep us scrolling, the more ads they can show, and the more data they can collect.
But this relentless focus on engagement has turned social media into a race to the bottom, where the loudest, most controversial content wins.
The problem: Engagement for the sake of engagement
Social platforms profit from keeping us not only online, but keeping us active and engaged. And the best way to do that? Feed us with content that shocks, angers, or excites.
A 2021 report from New York University found that posts expressing anger or fear get the highest engagement on Facebook. Algorithms amplify these emotional triggers, pushing them to the top of our feeds.
It’s no longer about sharing meaningful content. It’s about creating whatever will get the most clicks. Creators and brands know this too, and they’ve adapted by producing content designed for virality rather than value. The algorithm reward engagement, no matter what form it takes.
But the constant barrage of emotionally charged content isn’t just annoying, it’s harmful.
The World Health Organization (WHO) has warned that exposure to misleading health information on social media can have serious consequences, particularly during the COVID-19 pandemic, where misinformation spread rapidly.
The rush to maximise engagement has created an environment where misinformation, fake news, and toxic discourse thrive.
Why people are leaving public platforms for private spaces
As social platforms grow noisier and more toxic, users are seeking out private spaces where they can have real conversations without the pressure of likes and shares.
A study revealed that 81% of social media users are concerned about their privacy (an alarming increase from previous years) and more people are now migrating to messaging apps like WhatsApp, Telegram, and Discord.
These private spaces offer users a sense of control and privacy that public platforms lack. Instead of being bombarded by viral content, people can engage in intimate conversations with friends, family, or like-minded communities.
The rise of these smaller, closed networks reflects a growing desire for meaningful interactions, free from noise of the algorithm-driven social media landscape.
What this means for brands
For brands, the shift away from traditional social platforms is an opportunity to rethink how they engage with their audience. People are tired of the noise and constant push for attention. They want value, not just content.
A report from McKinsey and Company found that 71% of consumers expect personalised interactions and are more likely to engage with brands that meet this expectation.
This means there’s a huge opportunity for brands to build more focused, intimate communities where users feel heard and valued.
In private spaces, brands can offer real value through thoughtful engagement and authentic storytelling. Whether it’s creating a branded app, launching a private group, or building a niche online community, brands have the chance to foster connections with their audience.
Hootsuite’s 2023 Social Trends report also points out that brands focusing on community-building rather than viral marketing see better long-term loyalty and engagement.
The race to the bottom: Can it be stopped?
So, is this race to the bottom inevitable? Not necessarily. As more people shift away from traditional social media and toward smaller, curated spaces, platforms will need to rethink their engagement strategies.
A recent Edelman Trust Barometer survey found that 62% of people no longer trust social media platforms.
This erosion of trust combined with privacy concerns and the spread of misinformation, is pushing more users to reconsider their relationship with these platforms. The opportunity is clear: brands and creators that prioritise meaningful interactions and community-building will thrive in this new landscape.
Rather than chasing the next viral moment, it’s time to focus on creating spaces where real connections happen. Where engagement isn’t measured by clicks and shares, but by trust and loyalty.
Brands that can offer safe, meaningful environments will not only stand out in the crowd but also build lasting relationships with their audience.
How tchop™ helps brands create meaningful engagement spaces
Social media’s focus on engagement above all else has made it harder for brands to cut through the noise. But with tchop™, brands no longer have to compete in this chaotic landscape.
tchop™, an all-in-one community platform, gives you the power to create your own space, tailored to your audience, focused on real value, and designed to foster genuine connections.
Here’s how tchop™ helps you build a thriving community:
Build your own space
Forget the algorithm. With tchop™, you can create a branded, private platform where you control the content and the conversation. It’s a space designed for meaningful engagement, not superficial clicks.
Foster real time conversations
With tchop™, you can interact with your audience in real time through features like live chat, comments, polls, and push notifications. This lets you spark immediate, authentic conversations, the kind that build deeper relationships and loyalty.
Prioritise privacy and trust
In an era where privacy concerns are at an all-time high, tchop™ offers a secure, private environment. Your users will feel safe knowing their data isn’t being exploited, creating a foundation of trust.
Focus on value, not virality
With tchop™, it’s not about going viral. It’s about delivering high-quality, valuable content that resonates with your audience. You can build loyalty through thoughtful storytelling and real engagement.
Build lasting relationships
tchop™ helps you create a community that isn’t built on fleeting trends. Instead, you’ll develop lasting relationships through meaningful interactions and personalised content, helping your brand stand out in a crowded market.
Takeaway
tchop™ isn’t just another platform, it’s a solution for brands and creators ready to break free from the race to the bottom.
With tchop™, you can create a space where real connections happen, fostering trust, loyalty, and long-term engagement. Instead of chasing the next viral trend, focus on building a community that cares about what you have to offer.
