The Great Algorithm Escape?
Nearly a decade ago, TikTok came onto the social media scene and introduced the “For You Page” (FYP) and it quite loudly reshaped our entire social media ecosystem.
For those not familiar, the FYP is TikTok’s default landing page, powered by an algorithm that feeds you a constant stream of content. It decides what to show you based on your behaviour - what you like, comment on, share, even how long you linger on a video.
The FYP is engineered to keep you scrolling and it does that job disturbingly well. So well, in fact, that it wasn’t long before every other platform followed suit with their own algorithmic feeds - including LinkedIn.
To say this shift has been dramatic is an understatement. Over the past decade, it’s been a total rewiring of how social media works. Your feed is no longer a reflection of who you follow; it’s a reflection of what the algorithm thinks will keep you watching.
The Algorithm Hangover
We’re now bombarded with content we didn’t ask for - much of it trying to sell us something. It’s less town square, more of a content feedlot.
It’s a serious challenge for anyone trying to build a genuine online presence. Cutting through the noise and actually reaching the right people has never been harder.
But increasingly, there’s a lot of talk around the “algorithm hangover” and how this constant stream of content is causing burnout.
In fact, a 2021 study found a growing number of young people feeling overwhelmed by online socialisation. This has led to the spread of social media fatigue (SMF), a phenomenon where the constant digital engagement becomes exhausting and unsustainable (National Library of Medicine, 2021).
We’re left asking… is the algorithm still working for us? Or is it just draining us?
We’re also seeing a trend of people turning to alternative platforms - spaces that don’t revolve around a central algorithm.
The Migration
So where are people heading? Not offline entirely (we’re not that healthy!), but toward something slower, more intentional, refreshingly human - something reminiscent of the early internet. Call it The Great Algorithm Escape…
More and more people are opting for subscription-based platforms that allow you to build a community and actually reach your audience. Substack is a great example of this.
Substack is a subscription-based platform where you can publish content directly to your audience and it’s becoming increasingly popular. In fact, in March 2025 Substack announced that it now had 5 million paid subscribers (Hollywood Reporter, 2025).
There are many other subscription based platforms that are also growing in popularity and of course, there are those that have stood the test of time such as YouTube and Patreon.
We’re also seeing a rise in community-focused spaces like Reddit, which reached 1.1 billion monthly active users as of January 2025 (Cropink, 2025).
These platforms all allow you to skip the algorithm, build a community and directly interact with it. They’re great for users who just want to see content from their favourite creators and even better for creators who want to actually reach their audience.
They prioritise relationships over reach, quality over quantity, and the kind of content that feels less like marketing and more like a conversation.
So, Where Does That Leave Us?
Maybe - and this is just a theory - we’re starting to leave the age of algorithm-chasing behind.
Maybe the next phase of digital presence isn’t louder or slicker or more optimised. Maybe it’s something a little quieter. A little weirder. A little more… human.
A space where you build an audience with shared goals and interests and where you can actually get to know them. Wouldn’t that be a plot twist?
If you need a hand with your social media presence, reach out - we’d love to help.