The year is 2014. You have just registered your first Instagram account. You can’t wait to post about the coffee you had this morning and your trip to the aquarium. Fast forward to a decade later, you scroll through the rows of manicured posts, hoping that one day you will be just as aesthetically pleasing as the ones that decorate your feed. How have we strayed so far from authenticity? And why exactly is everything an aesthetic these days?

In the early days of social media, platforms like Instagram were a playground for self-expression. People shared their lives, unfiltered and uncurated, simply because they wanted to. The coffee you sipped on that morning wasn’t staged with perfectly placed latte art, and your trip to the aquarium wasn’t captured with the intention of fitting a predefined theme on your profile. The focus was on sharing moments, not on creating an image. But somewhere along the way, this authenticity was lost.

The rise of aesthetics and their subsequent commodification has transformed social media from a space of genuine interaction into a marketplace of curated identities. What was once a platform for sharing has become a platform for selling—selling products, lifestyles, and most alarmingly, ourselves. The aestheticisation of our lives has led to the death of subcultures. Where once niche communities and subcultures thrived, now we find homogeneity, a sea of sameness where individuality is drowned out by the need to conform to the latest trend.

Social media’s humble beginnings were characterised by spontaneity and authenticity. People posted what they loved, what they were passionate about, and what made them happy, without the pressure of maintaining a cohesive ‘aesthetic.’ These platforms were places where creativity flourished, where users could discover and connect with others who shared their interests, no matter how obscure. It was a time when your feed was filled with a variety of content, from blurry concert photos to candid shots with friends, all representing the realness of life.

However, as social media evolved, so too did the expectations of its users. The rise of influencers, brand deals, and monetisation of platforms has led to the commodification of aesthetics. Everything has become about the ‘look,’ the ‘vibe,’ the ‘brand.’ It’s no longer about what you post, but how it fits into the carefully crafted narrative you’ve created for your online persona. This shift has transformed the way we interact with social media and, in turn, the way we view ourselves.

Today, social media is less about living life and more about presenting it in a way that aligns with the current trends. We are no longer just people sharing our lives; we are brands, constantly curating our online presence to appeal to others. Every post, every story, every like, and every comment are carefully calculated to build and maintain an image, an aesthetic. This shift has created a culture of comparison, where our self-worth is tied to the number of likes and followers we have. We strive to fit into the moulds set by influencers and trendsetters, losing sight of whom we truly are in the process.

This relentless pursuit of aesthetics has come at a cost. The raw, unfiltered moments that once made social media feel personal and connected are now overshadowed by perfectly staged posts. The sense of community that once thrived in these spaces has been replaced by competition, as we compare ourselves to the carefully curated lives of others. The diversity of content that once defined these platforms has been replaced by uniformity, as everyone strives to fit into the same aesthetic mould.

The commodification of aesthetics has not only altered the way we use social media but has also had a profound impact on our sense of identity. Our interests define us, passions, and experiences, but by the aesthetic we present online. In our quest to fit into the ever-changing landscape of social media trends, we have sacrificed our authenticity, our individuality, and ultimately, our humanity.

As we continue to navigate the digital age, it’s important to remember that life is not an aesthetic, and we should not be defined by the images we project online. Instead of striving for perfection, we should embrace the imperfections that make us unique. Instead of curating our lives to fit a certain aesthetic, we should focus on living authentically, unapologetically, and with purpose. After all, the most beautiful moments in life are often the ones that can’t be captured in a photo, and it’s these moments that truly define us.