Social platforms and the re-fragmentation of social media

When social media as we know it first emerged in the early 2000s, several platforms were vying for users. Out of this initial crew, we saw a few channels dominate and prove their longevity, resulting in a relatively stable period during the 2010s. Think Facebook, Instagram, Youtube and WeChat, platforms that now exceed 1 billion users globally, followed by other well-known players like Twitter and Snapchat.
Most of these platforms have a stable user base and a well-established ad offering that m