I've listened to a podcast recently about how the younger generation (00's onwards) don't even use social networks the way they're designed anymore. They keep multiple accounts/personas, they post ephemeral content, delete content, etc. It's a lot more about self-expression (Snapchat, TikTok) than having an online presence of your real-life self (Facebook, LinkedIn, etc). In a sense, they're undermining the monopolising network effects by creating many disconnected sub-graphs. It's been eye opening.