Beyond Attention Spans: Nikhil Kamath on Why Social Media Is Losing Curiosity and Trust

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Social media was once celebrated as the ultimate space for connection, creativity, and discovery. Yet in today’s hyper-digital world, the very platforms that promised engagement and openness seem to be losing their charm. According to Nikhil Kamath, co-founder of Zerodha and a prominent thinker on business and society, social media has entered what he calls a “crisis of curiosity.” Platforms are increasingly prioritizing monetization and algorithms over genuine user experience, resulting in declining trust among users, creators, and businesses.

In his recent reflections and public conversations, Kamath explored the social media curiosity crisis, the problem of enshittification (a term used to describe how platforms degrade over time in pursuit of profits), and why authenticity must become the cornerstone of digital interaction. His critique of digital platforms offers not only a warning but also a roadmap for how creators and brands can thrive in this shifting landscape.

Nikhil Kamath’s Critique of Social Media

Nikhil Kamath has become known for his candid take on technology, money, and human behavior. While celebrated as the co-founder of Zerodha, he is also recognized for his podcasts and interviews that examine larger societal issues.

When it comes to social media, Kamath points out that platforms have gradually shifted from being curiosity-driven communities to algorithm-driven marketplaces. Instead of sparking learning, exploration, and authentic connection, today’s feeds are dominated by repetitive trends, intrusive ads, and content optimized for clicks rather than meaning.

Kamath argues that this shift undermines trust in digital platforms, erodes user loyalty, and creates a difficult environment for the creator economy. His insights resonate strongly with users and businesses who feel caught between the pressure to adapt to platform algorithms and the desire to build genuine communities.

The Crisis of Curiosity What Does “Crisis of Curiosity” Mean?

Kamath describes the crisis of curiosity as the decline of genuine discovery on social platforms. In the early days, users logged in to explore, learn, and connect with new perspectives. Now, curiosity is increasingly stifled by:

Algorithmic repetition—users are served similar content repeatedly, reducing diversity of thought.
Virality over depth—platforms promote shallow, viral content instead of nuanced ideas.
Commercial incentives—creators feel pressured to make content that fits platform metrics rather than what drives authentic interest.

The result is a digital environment where attention spans shrink, curiosity fades, and users feel less inspired to explore beyond the feed.

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Why This Matters for Society and Business

Loss of discovery: Platforms fail to encourage users to engage with new ideas or perspectives.
Decreasing trust: Users become skeptical of content that seems engineered for engagement rather than value.
Creator burnout: Creators struggle to balance authenticity with algorithmic demands.
Business challenges: Brands must fight harder to capture meaningful attention in a saturated and repetitive space.

This social media curiosity crisis does not only affect individuals; it reshapes the entire digital ecosystem.

Enshittification: The Decline of Platforms

A key term in Kamath’s critique is “Enshittification,” a phenomenon where platforms decline in quality as they shift from serving users to maximizing profit. The process often follows three stages:

User-first stage: Platforms prioritize user experience to gain traction.
Monetization stage: Advertisers and revenue models begin to shape content delivery.
Decline stage: User experience worsens, trust diminishes, and platforms become saturated with ads and low-value content.

Kamath notes that many leading platforms are already deep into this cycle. The focus on monetization over meaning creates a vicious loop: as user trust declines, platforms double down on engagement tactics that further degrade authenticity.

Impact on Trust

The prioritization of profits over people erodes trust in digital platforms. Users no longer see platforms as neutral spaces for expression but as commercial ecosystems that exploit attention. This decline in trust poses long-term risks for both platforms and the businesses that rely on them.

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The Creator Economy Challenges

The creator economy, once viewed as a democratization of content creation, is now facing structural challenges. According to Kamath, creators encounter three main problems:

Algorithmic dependency—Success is tied to platform rules that change constantly.
Monetization struggles – Only a small fraction of creators earn sustainable income.
Authenticity vs. performance—Creators often compromise originality to satisfy algorithms.

This imbalance discourages creativity, pushes out smaller voices, and reduces the overall richness of digital culture.

Leadership and Business Takeaways From Nikhil Kamath

Kamath’s critique is not simply pessimistic; it’s a call for leaders, brands, and creators to rethink their digital strategies. The path forward lies in building authentic, curiosity-driven engagement rather than chasing short-term attention.

1. Rebuild Trust Through Authenticity

Share stories that are transparent and human-centered.
Avoid over-reliance on clickbait or superficial engagement tactics.
Demonstrate values consistently in communication and customer service.

2. Nurture Curiosity in Content

Create educational or thought-provoking content that sparks exploration.
Encourage users to engage with diverse topics and perspectives.
Use storytelling formats such as podcasts, long-form blogs, and interactive media to deepen engagement.

3. Diversify Beyond Platforms

Relying solely on social platforms is risky in an era of enshittification.
Build communities through newsletters, podcasts, or owned digital channels.
Invest in platforms where you control the narrative and engagement.

4. Redefine Metrics of Success

Move away from chasing likes and views as primary goals.
Focus on depth of engagement, repeated interaction, and user trust.
Value long-term relationships over viral spikes.

5. Prepare for Platform Shifts

Expect more turbulence in algorithms, policies, and monetization strategies.
Build flexibility into marketing and content strategies.
Stay aligned with user needs rather than platform trends.

Conclusion

The Nikhil Kamath social media insights reveal a sobering truth: digital platforms are losing the very qualities that made them compelling. The social media curiosity crisis and the enshittification of platforms are not temporary glitches; they are structural challenges that demand new ways of thinking.

For creators and businesses, the solution lies in moving beyond attention spans to rebuild trust in digital platforms. By prioritizing curiosity, authenticity, and long-term engagement, brands and individuals can thrive even as platforms continue to change.

Kamath’s perspective, as highlighted in The Economic Times (2025), is a timely reminder: in an era of fleeting trends and algorithm-driven feeds, the winners will not be those who chase virality, but those who inspire genuine curiosity and build trust. [Source]