From Rented to Owned: Taking Back Control Online
Standing at a new crossroads. Image via Adobe Stock
This week, I left six social media platforms: Instagram, Threads, X, TikTok, Reddit, and even the supposedly "angelic" Bluesky. The only network I still have an account with is LinkedIn. Announcing such a move in 2025 might seem trivial, but for me, it marks the start of a new chapter. There’s a wider shift happening—a realisation that these platforms no longer serve us as they once did. More importantly, we are not in control.
These platforms are rented space. We don’t own them, which means we have no say in what happens next. We've all seen the rules change at the whim of the companies that run them. In 2016, Facebook made significant alterations that reshaped the platform, impacting businesses, media, and users alike. The most damaging change was the news feed overhaul, where Zuckerberg prioritised posts from friends and family over content from brands, businesses, and media outlets. This dramatically reduced organic reach for publishers like Creative Boom, forcing us to depend more on paid advertising—something I always found unreliable.
That same year, Meta transformed Instagram. It abandoned the chronological feed in favour of an algorithmic one, prioritising content based on engagement rather than time posted. This shift hurt smaller creators and businesses, but the changes didn’t stop there. Noticing Snapchat’s success, Instagram introduced Stories, followed by Instagram Live. Then came IGTV, deeper Facebook integration, and eventually, the launch of Reels in response to TikTok’s explosive growth. By 2021, Instagram was pushing video over photos, frustrating those who had built their presence around photography. Not everyone wanted to make videos, but many felt forced to do so in order to stay relevant.
The Rise of Algorithmic Control
When X (formerly Twitter) began its decline, Meta swooped in with Threads in 2023, drawing tens of millions of users overnight. Today, AI-powered content discovery dominates Instagram, making it unrecognisable from its early days. What was once a simple photo-sharing app where you saw posts from people you followed has morphed into a video-heavy, AI-driven, shopping-focused platform. And that’s just Meta. I haven’t even touched on Twitter’s chaos, TikTok’s meteoric rise, or the shifts happening elsewhere.
These platforms were once valuable. We built communities, made new friends, raised our profiles, and enjoyed all that free marketing. For a while, they worked. And then, they didn’t.
Even though they are free, it became apparent that we were the price paid. Our data, our content—it’s all up for grabs by the billionaires laughing at our expense.
Pulling the Plug
Well, I’m done playing their games. Last night, I hit delete on X, Instagram, Threads, Bluesky, TikTok, and Reddit. Any regrets? None. The mighty Holly Howard planted the seed. The creative consultant is passionate about helping business owners escape the algorithm—something she spoke about at length in a podcast episode on Creative Boom.
I never thought I’d leave places that offered such great returns for so long. But the magic had slowly disappeared. The balance had tipped too far beyond what I was comfortable with. It was like being on a fairground ride—laughing one minute, then suddenly realising I felt dizzy and sick and needed to get off immediately.
There’s a sweet, rebellious satisfaction in finding yourself on solid ground again. And yes, I appreciate that we always had the option to walk away. I understand that these platforms were free, to an extent. For a long time, we needed them to succeed in business. And they delivered. But change is happening. We’re slowly shifting away from Meta and X. Where we’ll go next is ultimately up to us. Many are enjoying Substack (I won’t be joining them). Others are finding value in Bluesky. LinkedIn is the last bastion of hope, certainly in my case (although someone posted something about breasts the other day, so perhaps that was an early warning sign, too).
Owning My Platforms
Personally, I’m returning to owning my platforms. In truth, I’ve been doing that for a long time. When it became apparent that Meta had other plans in 2016, we doubled down on our newsletter on Creative Boom. Today, we have 52,000 subscribers. When Instagram lost its touch in 2019, we launched a podcast—now approaching a million downloads. And just this month, we introduced a private community, attracting 2,000 members in the first two weeks.
If you’re reading this and thinking, "Yes, Katy, but you have Creative Boom" – I hear you. And my magazine is still on all the social networks. Maybe the truth is, I just don’t need them personally anymore. I’ve found alternatives that work better for my needs. But honestly, even those who rely on X and Instagram tell me the same thing: they’re exhausted. They’re sick of the shifting rules. The joy has drained out of it. Every day feels like a fight to win likes and comments.
A New Beginning
What’s next for me? Blogging. Yep. I’m going to work hard on building this website’s SEO. I’ll brush up on those skills. I’ll explore how to be AI-optimised. My own newsletter, perhaps. It’s an exciting time. It feels like I’m just getting started again. Change is good. Healthy.
When you realise you sold your soul to the devil a long time ago, why wouldn’t you want to seek a new path at those crossroads with the risin’ sun goin’ down?