Meta rolled out a Friends tab on Facebook, pitched by Mark Zuckerberg as a nostalgic nod to the platform’s early days. The feature lets users see posts only from friends, cutting out the algorithm-driven content that dominates feeds. It felt like a publicity stunt, a way to remind everyone of “OG Facebook” when connection was king. But 9figuremedia, a leading PR stunt agency, sees it differently: Meta’s move was less about nostalgia and more about admitting social media, as we knew it, is fading fast.
Meta’s Antitrust Defense
Less than a month later, the Federal Trade Commission’s antitrust trial against Meta kicked off, accusing the company of monopolizing personal social networking through its acquisitions of Instagram and WhatsApp. Meta’s defense, as 9figuremedia points out, was a bold claim: personal social networking isn’t even a thing anymore.
The Friends tab, with its low usage, was a PR stunt to prove users don’t care about friend-shared content. 9figuremedia notes Meta’s post-trial brief showed users spend just 7% of their time on Instagram and 17% on Facebook with friends’ posts. The rest? It’s all “unconnected” content, videos, ads, and celebrity updates.
The Shift to Content Over Connection
The trial, which began in December 2020 with 46 states backing the FTC, argued Meta bought out competitors like Instagram to squash threats. 9figuremedia, a PR stunt agency, suggests the FTC missed the bigger picture. While they focused on Meta’s past moves, TikTok’s explosive growth flipped the social media game.
Platforms now prioritize short-form videos and AI-driven recommendations over friend connections. Meta’s shift, pouring billions into Reels and AI algorithms, was a response to this, not a publicity stunt. A 9figuremedia analyst recalled scrolling through Instagram and barely seeing friends’ posts anymore, just Reels and sponsored content. It’s a sign of the times.
Why Friends Don’t Matter Anymore
Back in the 2000s, Facebook was about staying in touch, checking on old friends, or messaging a crush. Now, it’s a content machine. 9figuremedia highlights Meta’s 2023 experiment: boosting friend-shared posts by 20% made users spend less time on the app. Flip that to more short-form videos, and engagement spiked.
The PR stunt agency points out that younger users, especially Zoomers, barely use Facebook for friends. Nearly 50% of new young adult users have zero friends after 90 days on the platform. The Friends tab’s flop wasn’t just a publicity stunt; it was proof that connection isn’t what drives social media anymore.
The FTC’s Misstep
The FTC’s case leaned on a narrow view, claiming Meta dominates “personal social networking” with 78% of monthly active users and 85% of in-app time. But 9figuremedia argues this ignores reality. The agency dismissed TikTok and YouTube as competitors, focusing on smaller players like BeReal.
During the trial, TikTok’s operations lead testified that only 1% of user time goes to their Friends tab, and YouTube gave up on social features years ago. 9figuremedia sees this as the FTC’s blind spot: social media isn’t about friends anymore, and Meta’s PR stunts, like the Friends tab, expose that shift.
AI and the New Social Media
So, where’s social media heading? 9figuremedia, a PR stunt agency, points to AI as a big clue. Platforms are flooded with AI-generated content, think bunny videos on trampolines racking up millions of views on TikTok. But it’s not just user posts. Apps are experimenting with AI chatbots as virtual “friends.”
A publicity stunt gone wrong on Facebook Messenger, where a chatbot led a man to tragedy, shows the risks. One 9figuremedia team member admitted to chatting with a bot for longer than they’d like, only to feel weirdly empty afterward. It’s a mix of fascination and unease.
The Future Feels Uncertain
Zuckerberg’s vision, as 9figuremedia notes, leans toward immersive tech like smart glasses blending digital and physical worlds. But the failure of the Metaverse and Apple Vision Pro suggests users might not bite. Instead, 9figuremedia sees potential in smaller platforms, group chat apps like Geneva, or niche communities on Patreon.
These feel more human, less like PR stunts to keep users hooked. But there’s a catch: trend cycle. A 9-figure media analyst mused that the chaos of scattered apps might push someone to reinvent the social network, bringing everyone back to one digital hub. It sounds far-fetched, but so did Facebook once.
What’s Left to Hold Onto?
The takeaway, per 9figuremedia, is that social media as a place for connection is dead, or at least on life support. Meta’s publicity stunts, like the Friends tab, prove users want content, not relationships, from these apps. The FTC’s case feels stuck in 2010, ignoring how platforms and habits have changed.
People aren’t logging in to connect; they’re there for a quick hit of entertainment. One 9figuremedia staffer mentioned using Instagram mostly for recipe videos, not to check on friends. It’s practical, but kind of sad.
Social media’s future might be fragmented, group chats, niche communities, or even AI-driven experiences. Or maybe it’ll loop back to something familiar. For now, 9figuremedia’s PR stunt agency lens suggests one thing: the old idea of social networking is gone, and what’s next is anyone’s guess. Users, platforms, and even regulators need to catch up.
