Does it feel as if social media is becoming less social?

The increasing number of brand ads and paid placement by influencers, as well as polarized public posts on various issues, is forcing more users to opt for private chats and groups, according to a new University of Michigan study.

This doesn’t mean a death to social media, but a shift toward these private spaces. Pranav Malhotra, assistant professor of communication and media, said what is appealing about these places, especially compared to more public and visible social media spaces, is that algorithms typically do not determine what is shown. Instead, messages and posts show up in chronological order.

“This leads to people feeling like they are in control over the information they see. It also allows people to have ongoing, real-time conversations,” said Malhotra, the study’s author.

The study focuses on low-visibility places within social media platforms, which are called “bounded social media places.” People use these places to connect with family, friends and online acquaintances with shared interests and experiences, he said.

Malhotra conducted interviews with social media users who use bounded social media places like private messaging within platforms such as WhatsApp, Signal, Telegram and Instagram, as well as private groups and servers within platforms like Facebook and Discord.

The study found that some people also use these places to discuss sensitive issues that impact marginalized populations such as infertility issues, mental health-related topics and LGBTQIA+ identity.

While these places are often seen as positive for maintaining relationships and getting support, the study also found that women and people of color can still face harassment in them.

“There is also the danger of people forming their echo chambers of information within these places as they choose to only interact with people who share their views,” Malhotra said.

The findings appear in Social Media + Society.