With real-time political debates unfolding on Twitter, small businesses succeeding off the back of Instagram, entertainment being redefined on TikTok and geographic communication barriers being broken on WhatsApp, screen times are understandably shooting through the roof (with no return in sight). Social media is increasingly becoming an indispensable part of our lives, transforming the way we communicate, connect and consume information. They’re also serving as our digital playground, where we swing and hop from one platform to another, from a timeline to the next, seeking an adrenaline boost.

Across the board, social media companies are continuously experimenting to capture our fleeting attention spans. For some, like Mark Zuckerberg’s Instagram, this means following a similar playbook and adopting the strategies of competitors and seeing what sticks. However, there’s a breed of operators exploring a different path.

Enter Decentralization

Amidst the thrill of centralized social media networks, concerns regularly emerge over data privacy, censorship, trolling, data control and fair monetization practices. Decentralized networks like Bluesky and Africa’s Beepo are attempting to re-invent the online social experience, offering a fresh perspective on how social media can be designed and experienced, operating on the principles of blockchain technology. These companies want to upend the one-king model in favor of smaller lords who have authority over their respective communities.

“If centralized platforms are governed like monarchies, federated networks are governed like little feudal societies,” Jay Graber, CEO of Bluesky, said in a speech.

Let’s Talk User Data

In the world of social media, concerns over user data, privacy and exploitation have become all too familiar. Through device sensors, online activity tracking or direct collection, companies gather users’ personal information and use it for targeted advertising, sometimes without explicit consent. This has led to lots of debates about user privacy and the ethical implications of data harvesting.

For decentralized models, user privacy is prioritized. Instead of treating users as commodities for profit, users are integral participants in the network, where their contributions are rewarded without compromising their personal information. It does help that the operational costs are spread out, reducing the reliance on data monetization as a primary revenue source. Users have a greater ability to decide whether or not to share personal information.

Accendis Social, another decentralized social network, wants to redefine the relationship between users and their data by giving users the ability to earn from the revenue generated. By restricting data sharing and maximizing privacy, users get greater ownership over their digital footprint.

To Free Speech Or Not To Free Speech

Social media companies are caught in a never-ending battle between content moderation and promoting free speech. On one hand, they’re under pressure to remove harmful content, such as hate speech and misinformation. On the other hand, they’re under pressure to protect free speech, even if that means allowing harmful content to stay up. It’s important to note that sometimes, what one person considers harmful might not be harmful to the next and what someone considers positive control can be silencing to the next. Personally, I will always lean towards active content moderation for a safer digital environment but I digress.

For companies, it can be tough and while there’s no easy answer, decentralized social media networks are built on the idea that no single entity should make that decision for users. By adopting a community-driven approach often through decentralized autonomous organizations (DAOs) or consensus mechanisms, users get to collectively decide on the rules and guidelines for content sharing in their communities.

“Through decentralization, social media can evolve from a tool of control to a conduit of empowerment, allowing each individual to script their digital narrative”, says Michael Jimoh, CEO of Beepo.

Cross-Platform Interoperability

Decentralized social media networks have another unique proposition – interoperability. Unlike companies like Snapchat and Telegram that operate within isolated walls, these allow an environment of openness, enabling users to interact with other platforms within the decentralized ecosystem.

In an interesting move, Meta’s Threads recently shared its plan to explore this. They intend to be interoperable with other non-Meta social networks that support the ActivityPub decentralized protocol, potentially allowing users to access Threads content without signing up. If implemented successfully, this will create a more fluid social experience, aligning perfectly with the interconnected ethos of the ecosystem.

Will Decentralized Social Media Networks Succeed?

While these networks hold the promise of addressing the pressing issues of data privacy, censorship, content control and fair monetisation, what is clear is that there is no simple solution to these challenges. Decentralized social media networks will also have to battle with scalability, adoption and sometimes, regulation. Their success will depend on how well they balance addressing these core issues with overcoming the obstacles in their way.