By Brian X. Chen

Nearly two decades ago, Facebook exploded on college campuses as a site for students to stay in touch. Then came Twitter, where people posted about what they had for breakfast, and Instagram, where friends shared photos to keep up with one another.

Today, Instagram and Facebook feeds are full of ads and sponsored posts. TikTok and Snapchat are stuffed with videos from influencers promoting dish soaps and dating apps. And soon, Twitter posts that gain the most visibility will come mostly from subscribers who pay for the exposure and other perks.

Social media is, in many ways, becoming less social. The kinds of posts where people update friends and family about their lives have become harder to see over the years as the biggest sites have become increasingly “corporatized.” Instead of seeing messages and photos from friends and relatives about their holidays or fancy dinners, users of Instagram, Facebook, TikTok, Twitter and Snapchat now often view professionalized content from brands, influencers and others that pay for placement.