Mark Zuckerberg’s social media platforms went offline for approximately five hours in early October 2021 due to technical issues. As people couldn’t access Facebook, Instagram, Whatsapp, or Messenger, they sought out alternative online platforms to connect with their circles.

Screen time may have soared during the pandemic, but after over a year of doomscrolling and binge-watching, people are taking a more intentional approach to entertainment. They’re embracing slower narratives that facilitate exploration and deliberation, from podcasts that promote considered conversation to nostalgic reboots offering wholesome escapism.

People are moving away from the mass market of mainstream dating apps. In their wake, niche interest websites such as Letterboxd, Goodreads, and subreddit threads are providing singles with a less performative and more personal approach to romance.

With intimacy redefined by the pandemic, people have reckoned with the importance of closeness and how it is crafted. In turn, many are exploring ways to connect that feel more intentional, be that via more ‘authentic’ online dating tools or analogue methods of communication, such as love letters. And despite all the headlines about a ‘hot vax summer’, people are looking for more emotional candour and control, pursuing relationships that feel meaningful.