Micro-individuality and Microtrends: The Two Extremes of the Internet

Always trying to fit to a certain aesthetic and follow the hashtags? Time to buck the trend...

Isabelle Murphy
31st January 2025
Source: Jason Howie, WikiMedia Commons
Social media has undoubtedly changed the way we see and shape our identities and engage with culture, especially through what is trending online, reshaping how we express ourselves and connect with other people. The online world has led to two extreme sociocultural phenomena: micro-individuality and microtrends, each reflecting the unique ways the internet influences people’s identities and culture.

Micro-individuality has become a defining feature of social media culture, allowing individuals to construct their identities following and using different hyper-specific aesthetics, especially on platforms like TikTok and Instagram. Users create and share content showing off their unique fashion choices, home decor, or daily routines, all tagged with a dizzying array of hashtags: #cottagecore, #vintagecore, #darkacademia, #cleangirlaesthetic, and countless other ‘cores’ so distinctive you’ve probably never even heard of them.

Social media’s algorithms promote trends over substance

On the positive side, this fosters creativity and self-expression, encouraging people to embrace their quirks and form identities that feel authentic to them. It also helps users find like-minded individuals, forming niche communities that transcend the geographic boundaries that once made this impossible, providing a strong sense of belonging.

However, there’s a downside to filtering identity into such narrow and specialised groups. For one, it can feel limiting; the pressure to conform perfectly to the ‘rules' of an aesthetic can turn self-expression into a performance, with people so desperately focused on how they will be perceived that their 'identity' turns into a surface-level depiction rather than an authentic personality. As these trends of hyper-personalisation grow more popular, countless more people begin to create this type of content, which further reduces these identities into mere visual images and buzzwords.

Social media’s algorithms perpetuate this by rapidly promoting trends over substance, rewarding those who conform to aesthetic expectations while leaving others feeling excluded or unseen. The internet’s fast-pace also fuels this, pushing individuals to constantly reinvent themselves to match fleeting trends. So whilst the internet offers endless opportunities for self-expression and a connection, it comes at the cost of depth and nuance, with authenticity taking the backseat as the pressure to stay relevant prioritises performative identity over genuine self-expression.

This relentless churn fosters a culture of superficiality

Similarly, microtrends thrive on the whirlwind pace of the internet. Microtrends – short lived cultural trends which develop through instant gratification – grow through influencers and viral content, often involving memes or focusing on niche aesthetics and behaviour. However, their rapid rise and fall contribute to a sense of disposability, eroding cultural engagement and leaving behind a fragmented digital landscape. Influencers are forever chasing these ‘microtrends’ and ‘micro-individualities’ to keep their content relevant and unique.

The fast-paced nature of the internet only accelerates this cycle. Trends and niche aesthetics rapidly gain traction only to be quickly left behind and forgotten, this relentless churn fosters a culture of superficiality, where depth and meaningful connection are often sacrificed for the sake of staying ahead of trends, leaving creators and audiences drained by the constant need for reinvention. So embrace the freedom to express yourself online, but don’t let the chase for trends define you.

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