Some people wake up and have no idea where they left their phone the night before. Then there are those who instinctively check their social media accounts before their eyes are fully open. For many, this means scrolling through notifications on Instagram, Facebook, X, and TikTok, starting their day with a digital inventory before they even have time to wake up.

These days, users have found new ways to engage with social media that go beyond traditional use cases. For example, some have moved away from traditional search engines like Google, transformation To social media platforms to help them complete daily tasks. With the rise of influencers, users are constantly bombarded with information, product recommendations, and sponsored content appearance Decisions and routines.

From personal preferences and browsing habits to locations, everything users post or interact with is there becomes A data point for businesses to track, analyze and monetize. During Kamala Harris' presidential campaign, her team spent More than $11 million to promote ads on Instagram and Facebook seeking to target younger audiences.

Even big tech companies have the power to filter the content users see. For example, in July, there was Facebook and Google criticize Due to censorship of the attempted assassination of President Trump. They can remove content based on algorithms or external pressure, while users typically remain unaware of the criteria used to determine which posts are removed and which posts are promoted.

Decentralization is key

To face these malicious issues, more and more users transformation Towards decentralized solutions that naturally resist undue censorship and control.

By eliminating the middleman, decentralized social networks provide users with complete ownership of their content. Additionally, because decentralized social media is not controlled by a single entity, data is not stored in a central location that would typically be vulnerable to hacking or monitoring. The lack of a central authority also means that no one can censor any user-generated content.

Integrating social media principles with blockchain technology provides a web3 approach to creating, managing, and interacting with online social networks.

lens protocol, For example, it is a decentralized layer 2 infrastructure designed for scalable social spaces, allowing users to own their content and communications. Traditional web2 platforms such as X, Facebook, TikTok, and Instagram rely on centralized social graphs to create and manage user connections, leveraging data control. In contrast, the Lens protocol aims to decentralize this power structure, giving individuals ownership of their data and content.

The Lens protocol allows users to create, share and interact without relying on central authorities. It does this by allowing users to own their own profiles, and giving them the freedom to move their data across platforms.

Spaciousdevelopers of Lens, Aave, and Family, recently completed a $31 million funding round. The round was led by the Lightspeed faction, and participation included Alchemy, Avail, Circle, Consensys, DFG, Superscrypt, Re7, and Wintermute Ventures. The funding will be used to scale up the network infrastructure ahead of the main network launch next year.

Although we can't say goodbye to web2 social media just yet, SocialFi gives users a new perspective on how decentralization can provide a more value-based experience. This shift paves the way for a future where users are compensated for their time, creativity, and influence, and their data belongs to them, not centralized companies. SocialFi advocates for a fairer playing field where value is shared more equitably among those who contribute.