There’s a strange tendency to describe social media as something other people use – those young people on TikTok, that conspiratorial uncle on Facebook, the rightwing trolls on X. In truth, we’re all online now. The number of global social media users surpassed 5 billion in 2024. To put that into perspective there are 8 billion people on the planet.
The internet has totally transformed the ways in which we communicate and share information. First the internet came for print. As free online content began outcompeting subscription newspapers, publishers briefly found new audiences on Facebook, only to see referral traffic plummet after the platform began suppressing posts with external links.
