• by Kylie Ladd , March 24, 2025

Social media isn’t what it used to be. It’s becoming more private and more about direct, one-on-one communication. We’ve seen this shift before, but now it’s happening at a rapid pace, led by younger generations redefining how these platforms fit into their daily lives.

Millennials may have shaped the early days of social media, but Gen Z and Gen Alpha are taking it in a new direction. For millennials, it was all about personal expression and staying connected with friends and family. But younger generations are turning these platforms into entertainment hubs, sources of news and shopping inspiration, and, of course, ways to maintain connections.

Privacy and meaningful interactions

One of the biggest drivers of this shift is privacy. Gen Z and Gen Alpha, true digital natives, are more aware of online risks than any generation before them. They’ve grown up in a world where oversharing can have real consequences, and they’re adjusting their behavior accordingly. Even millennials -- many of whom are now parents -- are doubling down on privacy settings and controls.

At the same time, Gen Z is often labeled as one of the loneliest generations. Constant social pressure, global crises and the performative nature of social media have left many craving authenticity. If everything is curated for likes and engagement, what does “real” even look like? That’s why we’re seeing a move toward more personal interactions, from smaller group chats to private stories and direct messages.

The platforms themselves are adapting. Instagram has seen a rise in one-on-one interactions and has added features like Close Friends, which allows users to share content with a selected list of followers. Snapchat remains strong because it’s primarily a messaging app. TikTok, on the other hand, is the entertainment hub, with trends driving engagement.

What this means for brands, and how they can adapt

It all comes down to shareability. With conversations happening more behind closed doors, brands need to create content that sparks engagement. The goal: something so compelling -- be it relatable, eye-catching, informative, clever, exciting -- that users feel the urge to send it to a friend.

We’re already seeing this in action with Instagram Reels prompting users with messages like, “Send this to someone whose name starts with J.” The goal is to provide users with conversation-starters that seamlessly fit into these private interactions, with brands becoming a natural part of the conversation rather than an intrusive presence.

Beyond content, brands should rethink what their participation level looks like in these more limited spaces. We’ve seen how brand comments on TikTok videos have become a form of engagement that feels personal and authentic. The key is to participate in a way that adds value, whether  through humor, inspiration or insight.

Sure, a million views on TikTok is great, but what does that actually get a brand? Younger generations want more from the brands they engage with, so community-building is becoming an essential strategy.

Most importantly, brands need to listen. TikTok communities, for example, dictate trends rather than brands forcing them. Those who pay attention to these organic shifts will be the ones who win.