Social media companies are getting people "hooked" by blitzing them with posts by "influencers" instead of connecting them with friends and family, a new report warns. Fewer than one in five of the top four posts on users' feeds on Instagram, Facebook, X, Bluesky and TikTok were from someone they actually knew, an analysis by a top think tank found. People were fed a diet of posts by influencers, public figures and brands, alongside advertisements and "recommended content".

The IPPR, famed for its role in shaping Labour policy, is now calling for the BBC to join European public service broadcasters and create a new social media platform to give people an alternative to tech giants' profit-driven services. The authors of the report are concerned that "antisocial media" is fuelling "isolation and division". They found just one in 10 posts seen by users on TikTok and X were from friends and family.

The think tank warns there has been a "fundamental change in how platforms work". These are "no longer primarily connecting people to each other - instead, they are optimised to keep users scrolling". It claims "influencers and celebrities are more likely to be promoted because users spend longer watching them, feel a sense of intimacy with them, and are more likely to spend money engaging with their content".

This has heightened fears that British society is "fragmenting" as highly personalised algorithms pump users with a unique series of posts. The researchers found that "only 13% of Reform UK voters see content from someone they know, compared to 23% of Green party voters".

Sofia Ropek-Hewson, a senior research fellow with the IPPR, said: "Social media was once about connecting with friends and building communities. Now, it's increasingly about watching strangers and being sold to. These platforms are not just reflecting society - they are shaping it. By prioritising content that keeps us hooked, they are making us less visible to each other and more isolated. If we want a healthier, more democratic online world, we need to take back control from algorithms designed purely for profit."

The think tank calls for the Online Safety Act to be amended to "tackle manipulative algorithmic design" and for platforms to be required to promote content from charities, community groups and public bodies.

A key recommendation is for the BBC to develop a new social media service.

However, a spokesperson for the broadcaster said: "We're keen to engage with audiences via initiatives like BBC News's Your Voice, but we have no plans to launch a new public service social media platform."

The Government expects that, as a result of the Online Safety Act, people will soon be able to choose whether to interact only with verified users.