After a long day, I instinctively open TikTok and Instagram to escape. On my feed, entertainment blends with political discussions, infographics and shared community resources.
Gen Zers like myself often turn to social media to advocate, organize and push for meaningful change, especially as the U.S. becomes more polarized and the dangers of authoritarianism rise. Notably, one-third of social media users engage with advocacy groups, according to the Pew Research Center, and one-quarter have encouraged others to take political action online.
For years, I wanted to join this movement, to make a difference. But I often find the pressure to get involved — along with the constant stream of distressing news — overwhelming, leaving me fearful and confused. More and more, I think that social media isn’t the only, or best, way to create meaningful change.
I learned this in a simple way: I began volunteering, cooking meals for unhoused people in Los Angeles. Since moving to Seattle, where I’m pursuing a degree in social work, I’ve met with legislators in Olympia to advocate for rent stabilization. Outraged by the current administration, I’ve attended “No Kings” marches. These experiences taught me that real change happens through direct connection, building relationships and having honest conversations. I now find in-person activism not only more fulfilling, but also more effective.
Social media makes it easy to feel part of a movement without leaving your apartment. While liking, reposting and using hashtags may feel like involvement, they’re often a poor substitute for tangible efforts.
The 2020 “Black Square” trend, which emerged during the Black Lives Matter movement, is a perfect example. When users posted an image of a black square with #BlackLivesMatter, intended to show solidarity, they instead flooded social media with the hashtag and buried vital organizing information. The feed, overloaded with symbolic entries, made it difficult to access valuable content.
Digital platforms also fuel cancel culture, with large numbers of users rejecting or urging boycotts of people, causes or organizations. Too often, online outrage targets powerless individuals rather than institutions and leaders, diverting attention from systemic change. While labeling someone as bad may feel easy, this rigidity often shuts down dialogue, learning and reflection, breeding fear and defensiveness instead of accountability. Rather than calling people out, we should call them in. Strong movements welcome imperfect people and help them grow, not exclude them.
Even when intentions are pure, algorithms often steer activism in counterproductive directions. Platforms like TikTok, Instagram and X are not neutral: they are businesses driven by engagement, outrage and virality.
One way this works is through rage bait, content that is purposefully divisive or inflammatory that encourages engagement and clicks, and therefore, revenue. These platforms’ engagement algorithms also lead to echo chambers, where users see only posts that reinforce existing beliefs, isolating them from opposing perspectives.
Despite its flaws, social media has undeniably advanced global justice efforts. The “No Kings” and Black Lives Matter marches, Arab Spring, #MeToo and the worldwide climate change movement highlight ways online organizing sparks real-world change. Mobilizing thousands of people, social media posts help oppressed groups share information when other channels are closed off.
But real change requires action: marching, advocating, volunteering and voting. The issue isn’t apathy, it’s confusing visibility with impact. When activism is driven by moral posturing or engagement metrics, it shifts from justice to performance. We don’t need to abandon social media but use it with more intention. Share, speak out, step outside. In fact, 83% of Gen Z are already limiting their overall usage, according to a Harris Poll.
If marching or protesting feels like too much, start local: Donate to a food bank or volunteer at a nearby nonprofit. Tools like 5 Calls make it easy, with scripts and information, to identify your legislators, contact them and share your position.
The most radical thing we can do is not repost another story — it’s to show up even when it’s controversial or inconvenient. True justice isn’t found in a feed or a post. It begins after we log off.
