What's happened
A wave of startups is recreating early internet experiences, driven by nostalgia among Gen Z and others. Platforms like Lore, Perfectly Imperfect, and Tumblr revival aim to evoke the simpler, more social web of the mid-2000s, amid declining engagement on mainstream social media and safety concerns over new features like Instagram's location sharing.
What's behind the headline?
The revival of nostalgic internet platforms signals a clear desire among users, especially Gen Z, for more authentic, less commercialized online interactions. These startups leverage the emotional appeal of the early web, emphasizing community, creativity, and simplicity. The resurgence also highlights a reaction to the fatigue with current social media, which is increasingly seen as toxic or impersonal. Platforms like Lore and Perfectly Imperfect are explicitly designed to evoke the feel of Tumblr and Myspace, with customizable profiles and content focused on shared interests. The growth of Tumblr among Gen Z, with half of its active users being in this demographic, underscores this trend.
Meanwhile, mainstream platforms like Instagram and Meta are attempting to incorporate nostalgic features—such as reposts, location maps, and 'Friends' tabs—to retain user engagement. However, these efforts are often met with skepticism, especially regarding safety. The recent rollout of Instagram's Map feature has faced criticism and legal scrutiny over privacy and safety risks, particularly for minors. Authorities and privacy advocates warn that location sharing can facilitate stalking and exploitation, and Meta's assurances of safety controls are viewed as insufficient.
The broader implication is that social media companies will need to balance innovation with safety and authenticity. The nostalgia-driven platforms will likely continue to grow, driven by user dissatisfaction with current offerings, while mainstream giants will face pressure to improve safety and user control. The next phase will see a clash between these nostalgic, community-focused experiences and the commercial, algorithm-driven models of today’s social media giants.
What the papers say
Business Insider UK highlights the rise of startups like Lore, Perfectly Imperfect, and Tumblr's resurgence, driven by nostalgia for the early internet era. It notes that Gen Z's dissatisfaction with current social media, including TikTok and X, fuels this trend. Meanwhile, TechCrunch discusses new apps like Les Amis, which uses AI to foster real-world connections through local events, and the recent safety concerns surrounding Instagram's location sharing features. The NY Post emphasizes the safety risks of Instagram's Map feature, citing legal and privacy concerns, and Meta's efforts to reassure users about controls. These contrasting perspectives reveal a tension between the desire for authentic, nostalgic online spaces and the ongoing challenges of ensuring safety and privacy in social media innovation.
How we got here
The current wave of nostalgic internet platforms stems from a cycle of roughly 20 years, with younger users expressing dissatisfaction with modern social media's algorithmic and commercial focus. Platforms like Lore and Perfectly Imperfect explicitly aim to recreate the feel of early social sites like Myspace and Tumblr, while others like Les Amis focus on fostering real-world connections through AI-matched events. Meanwhile, existing giants like Instagram and Meta are adding features inspired by older platforms, such as reposts and location maps, amid safety concerns and declining user engagement.
Go deeper
Common question
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Is Instagram's New Location Map Safe for Minors?
Instagram's recent launch of a real-time location-sharing map has sparked safety concerns, especially for minors. While the feature aims to enhance social connectivity, critics warn about potential risks like stalking and exploitation. Many users and parents are asking: How safe is this feature really? What controls are in place? And how do the benefits compare to the safety risks? Below, we explore these questions and more to help you understand the implications of Instagram's new location-sharing tools.
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Is Instagram's New Location Sharing Safe?
Instagram's recent introduction of a location sharing feature has sparked widespread discussion about safety and privacy. While the platform promotes the feature as a way to connect more easily with friends, concerns are rising about potential risks, especially for minors. Many users wonder whether sharing their location on Instagram is safe, how to control who sees their info, and what precautions they should take. Below, we explore these questions and more to help you navigate social media safety in today's digital landscape.
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What Are the Top News Stories and Trends in August 2025?
Stay updated with the biggest headlines and social issues shaping August 2025. From social media safety concerns to health breakthroughs and political developments, this page covers what you need to know now. Curious about how these stories affect you or where to find reliable updates? Keep reading for clear, concise answers to your top questions about today's news.
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Why Are People Returning to Early Internet Platforms?
Many internet users, especially younger generations like Gen Z, are rediscovering and returning to early online platforms such as Tumblr, Myspace, and niche social sites. This shift is driven by a desire for more authentic, social, and less commercialized online experiences. As mainstream social media faces challenges like declining engagement and safety concerns, these nostalgic platforms offer a fresh yet familiar alternative. Curious about what’s fueling this trend and what it means for online culture? Keep reading to explore how nostalgia is shaping new internet trends today.
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