In its life cycle, social media is entering adulthood. In recent years algorithmically-served digital media has compressed the internet into polished, pastel-coloured, commercially friendly tablets of content.

But in 2021 we have witnessed the rise of social cynicism, characterised by a shift into a more self-aware social landscape in which social media has become a parody of itself. Out are the filtered images popularised by The Kardashians and more, in are the creators who’ve found success by calling out the bullshit. The likes of Australian comedian Celeste Barber taking off outrageous fashion shoots and pretentious influencer poses, and TikToker Khaby Lame who silently mocks overly complicated life hack videos, have found huge fame thanks to their cynical attitude.

This natural but essential evolution invites a deeper connection with the content and therefore the creators, which in turn hands credibility back to social as an advertising medium.

Out are the highly-edited posts (well, not all of them) and in are the humorous, mickey-taking posts that remind us not to take seriously the posts that make us feel bad or sad or judged or somehow not enough… Instead, they play a valuable role in resetting the balance, reminding us of the need for authenticity and the importance of, quite literally, keeping things real.

The fact that this is cause for celebration is surely obvious, but what does this mean for social creativity? Social media is the ultimate leveller - it is a platform for the biggest brands on the planet, as well as one for the youngest, freshest creative minds. Here they have a voice; here they have an outlet for their creativity; here they have access to a vast audience who have the power to make them famous.

And the rise in social cynicism will aid that path. It will shift the balance in favour of honesty, authenticity and openness.

It will discredit the harmful voices on social media that tell us we must be ‘more this’ and ‘less that’, that sow the seed of doubt or insecurity.  When we find content that gives us confidence, that helps us feel we are on the winning team, that provides a sense of relief that we are enough, then we connect on a far deeper level. 

Creators are pushing back against social’s status quo, using comedy and informed critique to manifest a more creative social landscape. We’re seeing a shift from a social landscape saturated with tropes to a self-aware social landscape in which creativity can thrive. While this shift could be seen as hostile for brands, it’s creating opportunities to break new creative ground in digital channels.

But there must be some changes at the top, too. Research for We Are Social’s Think Forward 2022 report showed that social media algorithms are having a negative impact on the media diet of 43% of Gen Zers globally. While most people don’t truly understand the intricacies of the algorithms, they know that the posts they see are rarely generated at random, and as they become more au fait with the ins and outs of social media they become more questioning, more suspicious and more negative towards the platforms. In 2022 a platform that wishes to build a greater bond with its audience, based on trust and openness, needs to find a way to be more transparent in its customer-facing operations. 

And I think we are edging towards a more mutually beneficial future. I believe 2022 is the year social will find a new voice. A new purpose. In the beginning, it could do no wrong - everyone wanted a piece of it. More recently there have been more negative headlines, greater abuse of the ability to enjoy freedom of speech; more hate and less acceptance. Instead of a sense of community - which should be at the heart of social media’s power - in some quarters we have seen a rise in tribalism. 

But the one thing that has the power to shift the dial once and for all is clever, creative, emotionally engaging and inherently shareable content. Young people speaking to each other, on a variety of platforms that cater to their needs.

Platforms are no longer age or interest determined, restricted to whole audiences of specific demographics. They are instead developing their own subsections that cater to different user-needs.  

Social media may no longer be a bright young thing that dazzles with its blinding originality and carries an air of mystery, but its evolution is being driven by the very people it serves, and that is exactly how the best media platforms change and grow. As the tone shifts so the public’s attitude towards its role in their lives will change - for the better.