Introduction

In the ever-evolving digital landscape, social media platforms have become integral to our daily lives, especially for Gen Z, who have grown up in a world deeply intertwined with technology. These platforms offer more than just entertainment; they provide spaces for social interaction, self-expression, and community building. Nonetheless, in recent years, there has been a noticeable shift in the way these platforms operate, prioritizing profitability over user experience. Consequently, this clash between consumer experience and profitability has become a focal point of discussion, particularly among Gen Z users – as mentioned before, this generation, which has grown up alongside the rapid advancement of technology and social media, finds itself increasingly disillusioned by the relentless commercialization of their online spaces. Social media platforms, once heralded as bastions of connectivity and creativity, are now inundated with advertisements and profit-driven changes that erode the user experience. This essay explores the thoughts of a female Gen Z user on the erosion of consumer experience in favor of profit and on the ways in which how prioritizing profit over consumer experience is killing the essence of these platforms. By focusing on popular apps like BeReal, TikTok, and Instagram, the following lines investigate the dynamics of intrusive advertising as well as constant feature changes and their impacts on user engagement and satisfaction, the concept of third places and their diminishing presence, and the broader implications of profit maximizing for online communities.

1. Consumer Experience vs. Profit: The Impact of Profit-Driven Changes

The balance between consumer experience and profitability is a delicate one. Social media platforms need to generate revenue to sustain and improve their services as the pressure to monetize becomes unavoidable in tandem with the startups’ growth, but when profit becomes the sole focus, user experience suffers – more often than not. For startups like BeReal, the initial allure lies in their promise of authenticity and a refreshing break from the polished, ad-heavy content of established platforms. BeReal, for instance, has begun prioritizing profit over the user experience by incorporating ads at every corner. This shift is not unique to BeReal but reflects a broader trend across social media platforms. For Gen Z, who value authenticity and seamless interaction, the increasing presence of ads and monetization strategies can be particularly jarring. TikTok, another popular app among Gen Z, has implemented ads at multiple touchpoints: between videos on the For You page, at the end of videos before swiping to the next one, and between posts on personal pages of creators. This pervasive presence of ads disrupts the seamless browsing experience that users initially enjoyed, turning the platform into a constant reminder of its capitalist underpinnings. Similarly, Instagram, once a haven for visual storytelling and connection, has become increasingly unappealing due to its relentless ad placements. The user-friendly interface has deteriorated, with ads interrupting the flow of stories and posts, leading many users to avoid certain features altogether. The general distaste for wading through ads to access content has overshadowed the platform’s original charm.

The drive for profitability has led to the implementation and subsequent removal of features based on their performance, further disrupting user experience. For example, TikTok’s beta testing of the ability to write text when reposting things was an innovation that had potential but was quickly retracted when it did not perform as expected. This constant flux of features can be confining and disorienting for users, making the apps less appealing. Moreover, the improvement of these apps, paradoxically, has sometimes driven users away. Updates meant to enhance functionality often come with unintended consequences that alienate the user base. The constant tweaking and overhauling, driven by the quest for better monetization strategies, can lead to a sense of instability and dissatisfaction among users.

BeReal: From Authenticity to Ad Overload

BeReal, a startup that initially gained popularity for its focus on genuine, unfiltered content, is now prioritizing profit over user experience. The introduction of ads at every corner has transformed the platform from a haven of authenticity to a commercialized space. Users, who once appreciated the raw and real posts, now find their feeds cluttered with advertisements, disrupting the genuine connections they sought.

TikTok: Ad Intrusion and Feature Instability

TikTok has revolutionized social media with its short-form video content and algorithm-driven feed. However, the platform’s aggressive ad implementation has begun to alienate users. Ads now appear between points on the “For You” page, at the end of videos before swiping to the next one, and in between posts on personal pages of creators. This constant bombardment of advertisements disrupts the seamless scrolling experience that TikTok is known for, leading to user frustration. Additionally, TikTok’s approach to feature changes has been problematic. Features are often added and then removed if they do not perform as expected, such as the ability to write text when reposting content. This beta testing approach can be confining and confusing, making the app less appealing over time. Users who become accustomed to certain features find themselves frustrated when these are suddenly taken away, further diminishing the user experience.

Instagram: The Decline of User Friendliness

Instagram, once a favorite for its visually appealing and user-friendly interface, is increasingly unappealing due to its relentless ad presence. The general distaste for scrolling through stories, interrupted by numerous ads, has led many users to abandon this feature altogether. The addition of new features, followed by their removal if they do not perform well, further contributes to user dissatisfaction. Instagram’s focus on monetization over user experience is evident – and it is driving users away.

2. The Erosion of Third Places and the Impact of Ad-Driven Changes on Third Places

The pandemic significantly altered social dynamics, pushing many third places – public spaces where people traditionally gather, social environments separate from home (first place) and work (second place) – into the digital realm. With the pandemic limiting physical third places, social media online platforms became the new third places, crucial for social interaction, offering a semblance of community and connection. Nevertheless, as these platforms increasingly prioritize profit, the virtual third places are dwindling and their quality diminishes, leaving users with fewer genuine spaces for interaction. Thus, for many to-be adults such as the representatives of Gen Z, still grappling with the significant social isolation instilled by the pandemic, such online third places were vital for community and connection. Yet, the intrusion of ads and the constant push for revenue disrupt these spaces, making them less inviting and more transactional. The further commercialization of these platforms exacerbates the challenge of in-person interactions, which remain difficult for a generation accustomed to digital communication. The erosion of these virtual third places undermines the sense of belonging and community that once flourished online, with the sense of belonging and community that many users found online being overshadowed by the relentless pursuit of profit by the platforms.

3. The Algorithm and the Illusion of Inclusion

The algorithmic nature of social media platforms creates an impression of inclusion by curating content based on user interactions: algorithms on social media platforms are designed to cater to users’ preferences, creating a personalized experience. This can foster a sense of community, inclusion and belonging, as users find themselves part of niche groups and interests, and particularly for those who have felt isolated during the pandemic. However, the increasing prevalence of ads and sponsored content within these personalized feeds disrupts this illusion, serving as a cold reminder of the capitalist motives behind these platforms and of their primary objective: generating revenue.

The delicate balance between personalized content and intrusive advertising is often skewed towards the latter, leading to frustration and disengagement. While some users tolerate ads to maintain access to their online communities, others are opting out, unable to reconcile the commercial nature of these supposedly safe spaces, as the encroachment of profit-driven content pushes some to abandon these platforms altogether. The algorithm’s promise of tailored content is undermined by the intrusive nature of advertisements, which detract from the user experience and the authenticity of the interactions. The safe spaces and bubbles of acceptance that users cherish are tainted by the dismissive capitalist reach.

4. The Tension Between Revenue and User Satisfaction

While there is a general understanding among users that revenue is necessary for the betterment of the user experience, this understanding is often overshadowed by the individual’s need for instant gratification, resulting in an inherent tension between the need for platforms to generate revenue and the users’ desire for an enjoyable experience. Users understand that revenue is necessary for the maintenance and improvement of these platforms, but this understanding dissolves when their need for dopamine highs and serotonin hits is compromised. The constant interruption of ads can detract from the quick, satisfying interactions that users seek, leading to a decline in overall satisfaction. The dopamine highs and serotonin hits derived from engaging content are disrupted by the intrusive nature of ads, leading to a decline in user satisfaction.

The delicate equilibrium between maintaining a positive user experience and generating profit is a challenging one to strike. For Gen Z, a generation deeply attuned to digital experiences, the intrusion of ads and profit-driven changes feels like a betrayal of the platforms’ original promises. This disillusionment is not merely a superficial reaction but a profound response to the commodification of spaces that once felt personal and authentic.

Conclusion

The shift towards profitability at the expense of consumer experience is a growing concern for Gen Z users of social media platforms like BeReal, TikTok, and Instagram. The conflict between consumer experience and profitability in social media is a poignant issue, especially for Gen Z users who were born and raised in an era of unprecedented digital connectivity. Platforms like BeReal, TikTok, and Instagram, once beacons of community and creativity, are increasingly compromised by the relentless pursuit of profit. The pervasive presence of ads, the constant flux of features, and the erosion of virtual third places collectively diminish the user experience: the intrusion of ads, the instability of features, and the erosion of digital third places are all contributing to a decline in user satisfaction. As these platforms continue to prioritize profit, they risk alienating the very users who have made them successful, to start with.

As these platforms continue to evolve, the challenge lies in finding a sustainable balance that respects the user experience while addressing the financial imperatives of the companies behind them. For Gen Z, who value authenticity, community, and seamless interaction, the current trajectory of these platforms is disheartening. For the female Gen Z user who agreed to deliver the material for this investigation, the current trajectory is dispiriting, as it undermines the very essence of what made these platforms appealing in the first place. To restore faith and engagement, there must be a concerted effort to prioritize genuine user experience over short-term profitability, fostering spaces that truly resonate with the needs and desires of their diverse and dynamic user base. While the need for revenue is understood, the overwhelming presence of ads and the constant changes to features are driving users away. To retain and engage this critical demographic, social media platforms must find a better balance between profitability and user experience, ensuring that the spaces they provide remain inviting, authentic, and user-friendly.