During the 2020 lockdown, Gen Z and Gen Alpha began retreating from divisive, stressful feeds into private chats with close friends. These smaller circles became the real social networks.

At the same time, brands, content creators and influencers have doubled down on feeds. Platforms extended video length (TikTok now up to 15 minutes) and prioritized polished content to keep people watching—and ads flowing. The evolution is altering the idea of what is native content, to the aesthetic of produced and polished images and videos which further dissuades casual posting.

The result?
• Casual posting declined—37% of Gen Z say they post less often.
• Instagram grids gave way to Close Friends & DMs.
• Feeds are becoming content consumption hubs, while chats are becoming connection hubs.

📺 Could feeds be the new TV?
💬 Could chats be the new social?