Breaking the Algorithm: Are we entering the era of non-social platforms?

Move over, TikTok—are we finally getting bored of the algorithm? According to BuzzFeed CEO Jonah Peretti, the answer is yes. His latest venture, BF Island, promises to “bring back the internet we love” and shake up the AI-controlled social landscape. But is this a real shift in how we consume content, or just another wave of nostalgia?

From Pinterest’s inspiration-led content to Tumblr’s resurgence (queue our collective fond memories of the King Kylie and Lucky Blue era), non-algorithm platforms are gaining traction. And the blueprint and proof of concept is there. Just take Pinterest who found that 72% of users on the platform say that it inspires them to shop; it’s more than just a mood board—it’s a discovery engine. Unlike the passive scrolling habits encouraged by social algorithms, Pinterest users are actively searching for ideas, making them more open to engaging with branded content. Its search-led model helps brands connect with consumers who are already in a purchase mindset, driving direct traffic to retail sites.

It’s doubling down on what originally set it apart—authentic, unpolished content. In a digital landscape dominated by algorithms and meticulously curated feeds, Tumblr’s embrace of raw, real expression offers a welcome break from the pressure to constantly perform. With BF Island striving for a similar approach, this shift presents a major opportunity for brands as audiences gravitate away from AI-driven content toward platforms that prioritise organic discovery.

Whether it’s BF Island’s focus on human-led content curation, Pinterest’s intentional browsing experience, or Tumblr’s resurgence, one thing is clear: the internet is moving back toward community-driven engagement—and brands should take notice.

Our take? Non- algorithm platforms are here to stay, so leverage shoppable links and resist letting algorithms dictate your strategy. And while we’re at it… can someone start a petition to bring back Vine?