Has social media forgotten to be social?

Jordan Quinn | PR Account Manager | Seren Global Media

Seen any recent posts from people you follow? Neither have we.

Social media has changed and not just in obvious ways. We still create content, schedule posts, monitor trends, and help businesses establish a presence - that part hasn’t changed. But over the past year or so, I’ve noticed something harder to pin down: a shift in how platforms feel, or rather, what they’re for.

What used to be a space for real-time interaction and genuine connection has become more like a curated feed of ads, boosted posts, and ‘suggested content’ I never actually asked to see.

So, has social media quietly traded its social side for something else? Take LinkedIn. Once the go-to place for industry news, thoughtful posts, and career updates, it’s now being joked about (by brands on LinkedIn, no less) for showing you posts from weeks ago. Monzo Bank recently posted:

“We’ve noticed that LinkedIn has doubled down on its new algorithm that shows you posts from weeks ago. So, we’d like to take this opportunity to wish everyone seeing this in the future a happy Halloween.”

It’s funny because it’s very much true.

The algorithm isn’t broken. It’s just changed. Prioritising older ‘popular’ posts, suggested content from people you don’t follow, and of course, anything with a paid boost behind it, and whether marketeers like it or not, that’s the game we’re playing now.

Of course, platforms need to make money. I don’t think anyone disputes that. And paid content absolutely has its place; we build entire strategies around it. But I do think there’s something a little disheartening about how quickly organic content has been pushed to the margins.

Once upon a time, if you shared something insightful or creative, it had a fair chance at being seen. Now, even the strongest posts can quietly disappear unless there’s a budget behind them. For smaller businesses especially, or those trying to grow without relying entirely on ads, this shift makes things harder - not impossible, mind you - but harder! It creates a gap between what’s good and what’s seen.

From a PR and content perspective, I still believe in long-term strategy. Thought leadership, storytelling, brand tone; the factors that build reputation, not just reach. And while social media still can support those goals, it’s becoming increasingly pay-to-play.

But not all is lost! We remind clients of this all the time: you can still build an audience.

You can still connect with the right people. It just might require a bit more intention, and a smarter mix of paid and organic, better use of formats, and content that feels like it belongs to the platform it’s on.

If anything, the changing algorithms have made strategy more important than ever. It’s not just about posting regularly - it’s about understanding why you’re posting, who it’s for, and how to balance brand message with platform behaviour.

So yes, social media might be a little less ‘social’ than it once was, but it’s still a space worth investing in - as long as we stay honest about how it works, and creative in how we use it.

And if you are seeing this blog weeks after it was uploaded… happy Halloween, I guess.

Feeling overwhelmed by constant algorithm changes?

At Seren Global Media, we help businesses make sense of it all. From paid campaigns to organic content and PR that builds reputation, we create strategies that blend the right tools without losing what makes your business worth listening to in the first place. Contact us today.

Has social media forgotten to be social?

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