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It is undoubted that social media has revolutionised our way of life. It not only influences our choices, but also how we communicate and consume information. Instagram, Facebook, Threads, X, etc. are platforms that are known for their communities. What was once about connecting to similar people turned into a loss of individuality? 

Let’s understand this in a more detailed way. 

Trends and Algorithms 

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At this point, we all know what an algorithm is and what it does. It basically feeds us content that is popular, more visually appealing and aligns with what we already engage with. What happens then? It creates a loop where the “trending” content receives maximum traction, while the niche content struggles for visibility. 

The main reason why people conform to such formats is the traction they get. Be it TikTok or Instagram, using trending audios or formats can lead to increase in viewership, which thereby, affects the popularity. 

Moreover, the concept of fomo (fear of missing out) is of utmost importance here. Whenever we consume content of a particular type, there is an inherent pressure to conform. This may also come from a place of feeling included or a sense of belonging. This turns into a pattern of adopting similar behaviours, buying similar products or even having the same opinion.

Playing The Self

Let’s face it: we’re never 100% ourselves on social media. We post what we want people to perceive of us. It is therefore, a perfectly created persona, which may differ significantly from the real self. This is hugely influenced by what society expects of us and the constant desire for validation. In this case- it’s the likes, comments and followers. 

This perfectly curated image is oftentimes a result of idealised versions of ourselves or an attempt to emulate influencers/actors. Think of it this way: why do everyone’s travel destinations or fashion choices look so similar? This is due to homogenisation of online identities. 

It could lead to constant comparisons and a desire to fit in, instead of standing out. This oftentimes happens subconsciously- due to the consumption of similar content.

Influencer Era

Influencers- like the name suggests, do affect our choices. They not only do that through brand collaborations which further amplify certain products and services, but also, lead to lack of individuality. People are more likely to use those products endorsed by famous influencers than something else. 

Consumer behaviour is created as a result of constant exposure to certain advertisements and sponsorships. This in turn reinforces the homogeneity of online identities. 

The Double Edged Sword 

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When people see like minded people or choices, they feel at ease and a sense of belonging. However, this also means a constant need to conform to those beliefs, thereby, suppressing individuality. Deviation from the norms could lead to social exclusion or even criticism in the social media era. Think of it this way- How many times have you felt excluded whenever you decided to stand your ground or deny a particular activity that your friends wanted to do? Even if you deny once, the chances are- after denying twice they won't ask you again. Hence, you give in to the peer pressure.

FOSO? (Fear of Standing Out)

Most of the time, it is not others that are stopping us from doing something, but a self imposed censorship. Whenever we watch a podcast, there are a certain topics that podcasters consciously do not touch upon. They may have strong opinions, however, they put a censorship and do not bring it up. It could be because of two things: firstly, the consequences would be huge and not worth it; and secondly, the 'safe' content works for them as it does for several other podcasters, hence, they find it unnecessary to talk about.

Moreover, cyber bullying, public shaming or even hate comments are pretty “normal” today. It is this fear that people hesitate from putting their authentic self out there. The need for acceptance and validation and avoiding negative attention is what drives homogenisation on social media.

Illusion of Choices and Sameness

It is imperative to understand that everyone looking and acting in a similar way is, at least to a certain extent, an illusion. The algorithm feeds us what we want/have already been consuming. This not only skews our perception of reality, but also compels us to look away from individual expression. 

At the same time, what has thus been discussed is very much valid and it is on the part of us, as consumers, to acknowledge and accept the power of critical thinking. While trends are cool and fun, it is equally important to introspect- is this something that you actually believe in or is it because it has 1 million views? It is important to break free from the echo chamber and not rely on mainstream trends. 

Conclusion

Social media is indeed a bane and boon- depending on how you use it. It can be a great place for self expression and connection, but also, promotes conformity. It becomes even more important to strike a balance between fitting in embracing your true authentic self. This is where you need to use critical thinking and really understand the algorithm behaviour. There is nothing more pure and beautiful than authenticity!