The Coolest People Online Are Barely Posting at All

Get the Full StoryWe all know at least one person who is so insanely cool, like ahead-of-the-trends-cool. Behind-your-favorite-brands-cool. The kind of person who wore those shoes, read that book, and knew that artist three years before you did. And yet, their social media presence is anything but: Either they have two posts, maybe 200 followers, haven't posted anything in five years, or - gasp - they don't have social media at all.

Posting one's every move, meal pics, gym selfies, or hot takes no one asked for has been the quintessential social media experience for many zillennials, but what if the actual power move is saying less? In a world where oversharing has become the norm, a quiet counterculture is emerging: the rise of digital minimalism.

More people are choosing to archive personal posts, withhold opinions, and scale back their online presences. This shift speaks to a more profound desire for boundaries, control, and freedom in an era of constant visibility. Digital minimalism is no longer just about decluttering devices; it's about curating a more intentional existence.

Bronwen Kinzler-Britton, chef and founder of LA pizza shop Naughty Pie Nature, is all but invisible online, with zero personal posts and no presence on TikTok, Threads, or X. Her journey toward digital minimalism was a gradual realization. "When Instagram first became a thing, I was all in. I definitely lived by the, 'if I didn't post it, did it even happen?' mindset," she tells PS.

For many chefs, social media is a tool to showcase their craft and personality, but Kinzler-Britton prefers to let her food and business speak for themselves. "I like that the focus is on the business itself rather than on me. In a way, it takes some of the pressure off."

The rise in digital minimalism is also a middle finger to the powers that be who rely on social media activity to inform governmental proceedings, to the corporations using personal data as a commodity, or to that employer who definitely stalked your social media page before your interview. This retreat from the spotlight is part boundary-setting, part rebellion, and part response to the sobering realization that a digital footprint is forever - making privacy a luxury.

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Matt Navarra is a social media expert, consultant, and keynote speaker.

Behind the Social Media Shift

The pendulum is swinging, and a new era of social media is emerging that's encouraging users to be their own VIPs. "The pandemic fast-tracked a broader reckoning with privacy and digital well-being. People are now engaging online with more intention," social media consultant Matt Navarra tells PS. We've swung from the golden age of hyper-public social media, where oversharing was a social currency, to a more curated, careful approach.

Today, every post is a branding decision, and every share is a strategic move. The result? A long-term recalibration of how people exist online. But who's leading this charge? The generation raised on the internet, Gen Z. Navarra says Zoomers have "grown up in the shadow of internet surveillance, data breaches, and the pressures of performative online culture." And now, many are over the exhausting nature of being "on" all the time.

"Digital minimalism allows me to channel all my creativity into the food rather than curating a persona," Kinzler-Britton says. Instead of broadcasting their every thought, these minimalists are leaning into private group chats, Finstas, and Close Friends lists - social media's velvet-rope equivalent.

It's not just Gen Z though; it's celebrities, too. When an A-lister wipes their Instagram clean, only to then post just one mysterious photo, it signals exclusivity, like, "If you know, you know." And we all do want to know - making less, more, and nothing, suddenly everything.

Social media giants have also taken notice of the trend because, well, they watch everyone's every move. Instagram's Close Friends list capability, TikTok's Friends Only posts, and the rise of encrypted messaging are all responses to this desire for more controlled access. But let's be real, these platforms thrive on engagement and ad revenue, so while they'll offer the illusion of privacy, they still want to keep users scrolling, posting, and, most importantly, monetizable. "It's a balancing act," Navarra says. "Platforms need to cater to privacy-conscious users while still pushing public sharing to keep engagement high."

This shift isn't just about posting less - it's about shifting where and how people interact online. "The rise of private group chats and micro-communities is fundamentally changing social media engagement," Navarra says. Instead of public-facing feeds, more users are retreating to intimate digital spaces where authenticity thrives. It's social media but without social pressure.

For influencers and brands, this poses a new challenge. The old playbook consisting of mass visibility, viral moments, and broad reach is losing steam. Instead, cultivating deeper trust through private Discord channels, exclusive newsletters, and smaller, engaged followings is the new winning strategy. Micro-influencers, who have always thrived in tight-knit communities, are ahead of the game, while big-name influencers may need to rethink how they connect with audiences.

The Future of Digital Minimalism

Privacy is no longer just a security measure - it's a power move. "Being more intentional with your online presence signals exclusivity and control," Navarra says. Where oversharing was once a status symbol, holding back and leaning into the mystique of digital absence is stealing the crown. As Navarra puts it, "It's a shift from, 'Look at everything I'm doing' to, 'You can only see what I allow you to see.'" And in this attention economy, being unavailable is alluring.

Even with such a low digital footprint, Kinzler-Britton's customers and industry peers don't seem to mind her lack of an online presence, pointing to a shift in the way consumers are relating to brands. "We haven't seen much of a negative or surprised response. The business gets to grow more organically, and since we're handling every aspect of it ourselves, we're able to set our own pace."

So, what happens next? If the past decade was about amassing followers, engagement, and an endless scroll of personal updates, the next era might be about reclaiming a little mystery.

Digital minimalism isn't just about logging off - it's about redefining what it means to participate online. Instead of shouting into the void, people are curating their presence like an invite-only club, where access is limited. Whether this shift is a passing trend or the start of a lasting digital detox remains to be seen. But it's possible that the next time you get the urge to post a rant, you might consider that the coolest thing to post is nothing at all.

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Jasmine Desiree is a Los Angeles-based writer and editor who covers everything from beauty and wellness to interior design. She loves reporting on people, places, and trends that are innovative and influential to the culture.

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