The Dead Internet Theory – Why Some Believe the Web is No Longer Alive

28 August 2025

Paul Francis

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The internet has long been described as a “living” network, a chaotic digital ecosystem buzzing with human creativity. But what if much of it was not alive at all? That is the provocative claim of the Dead Internet Theory, a fringe yet increasingly discussed idea that suggests bots and algorithms have quietly replaced human users across much of the web.

A hooded figure stands in a dim room, filled with tangled wires and old computers. Blue glowing screen with code, creating a mysterious vibe.

Where Did the Dead Internet Theory Come From?

The phrase first gained traction in the early 2020s on forums such as 4chan and later spread into wider digital culture. Proponents argue that somewhere around 2016 to 2017, the internet changed. They claim that organic human activity began to fade, replaced by a flood of automated bots, recycled content, and AI-generated material.

The Dead Internet Theory taps into broader concerns about the authenticity of online life. With so much engagement driven by algorithms, sponsored posts, and artificially boosted accounts, some began to ask: how much of the internet is really us?

The Link to Platforms Like Twitch

The recent revelations from Twitch, where bot purges caused a near-quarter drop in viewership, have given the theory new attention. For believers, it is proof that a large share of online activity is synthetic. If one of the internet’s most interactive platforms was propped up by artificial viewers, what does that say about the wider digital landscape?

The fear is that what looks like a bustling, vibrant network may in reality be sustained by smoke and mirrors.

How Bots Shape the Web

Bots are not inherently malicious. They can automate useful tasks such as indexing websites for search engines or scanning for cybersecurity threats. But the line between helpful automation and manipulative deception is thin. On social media, bots can inflate follower counts, sway political discourse, or amplify viral trends. On streaming platforms, they can make creators appear far more popular than they really are.

As artificial intelligence tools advance, bots are becoming harder to spot. Entire conversations, articles, or even video content can now be generated without a human in the loop. To the casual user, it may be impossible to tell the difference.

Critics of the Theory

Not everyone buys the Dead Internet Theory. Skeptics argue that while bots and algorithms are undeniably widespread, the idea that the internet is “dead” is more paranoia than reality. They suggest the theory reflects a cultural unease about how digital spaces are evolving, rather than evidence of a literal takeover.

Indeed, internet use is at record highs, and platforms continue to see strong human participation. For many, the web feels more alive than ever — but it is also noisier, more commercialised, and more curated by algorithms.

Why It Resonates

Despite criticism, the theory strikes a chord because it captures something many feel: that the online world has become less authentic. Whether it is influencer marketing that feels staged, news feeds shaped by opaque algorithms, or “viral” trends that turn out to be manufactured, the sense of the internet as a wild frontier of creativity has faded.

The Dead Internet Theory may not be literally true, but it reflects a very real anxiety — that in chasing scale, profit, and engagement, the internet has lost some of its human soul.

Looking Ahead

The Twitch bot purge has put questions of authenticity back in the spotlight. As more platforms confront inflated numbers and AI-driven content, debates around what is “real” online will only intensify.

Whether or not the internet is “dead”, the theory highlights the need for transparency. As users, we crave connection to other humans — not to machines pretending to be them. The future of the internet may hinge on how platforms, regulators, and communities choose to preserve that human core.

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TikTok and Its Impact on Business: A Baffling Success Story

Paul Francis
Nov 8, 2023
3 min read

In the ever-evolving landscape of social media platforms, TikTok has emerged as a powerhouse, changing the way we consume content and transforming it into a potent tool for businesses to engage with their audiences. TikTok's success can be attributed to its unique format, and today, we'll explore its journey from inception, its potential impact on businesses, and the challenge it poses to traditional media.

How TikTok Got Started

TikTok, owned by the Chinese company ByteDance, made its international debut in September 2017. However, its origins can be traced back to Douyin, an app launched in China in September 2016. Initially, Douyin was primarily focused on the Chinese market, allowing users to create and share short video clips, typically lasting 15 to 60 seconds. The app swiftly gained popularity within China, garnering millions of users and challenging the dominance of other social media giants like WeChat and Weibo.

In 2018, Douyin was rebranded as "TikTok" for the global audience, marking its expansion onto the international stage. This transition allowed TikTok to adapt to the unique preferences and cultural nuances of users from various regions worldwide, effectively making it a global sensation.

The Vine Connection

For those who remember Vine, an app that allowed users to create and share 6-second video loops, TikTok might seem like a spiritual successor. Vine paved the way for short-form video content and established the groundwork for the success of TikTok. TikTok expanded upon Vine's concept, offering more tools, features, and a user-friendly interface, thus capturing a broader audience.

TikTok's massive popularity is primarily driven by Generation Z and millennials, who embrace its short, engaging videos. The platform's algorithm tailors content to individual preferences, ensuring that users continually discover fresh, captivating content, making it a go-to source of entertainment for these younger demographics. Its intuitive, swipe-driven user interface and vast library of effects and music tracks add to its appeal, making it a highly engaging platform.

The Business Perspective

TikTok has become a powerful marketing tool for businesses. Here's how TikTok is beneficial for companies looking to engage with their audience:

Creativity and Authenticity: TikTok encourages creativity and authenticity. Companies can connect with their audience through genuine, relatable content, often featuring behind-the-scenes glimpses and employee stories. This genuine approach helps build trust and a sense of authenticity that resonates with TikTok's user base.

Trend Capitalization: TikTok trends spread like wildfire, and businesses can jump on these trends to increase their visibility and engagement. By participating in popular challenges or using trending music, brands can create a viral marketing moment, increasing their reach and impact.

Influencer Collaborations: TikTok influencers have massive followings and can effectively promote products and services. Collaborating with influencers can help businesses reach a broader audience and build trust with their target market. The inherent authenticity of TikTok makes influencer endorsements all the more powerful.

For a practical example of TikTok's potential for businesses, while scrolling through TikTok this morning, I stumbled upon a clip from the "Baffled Podcast." The snippet, which talked about the differences between Halloween in England and the US piqued my interest, leading me to seek out the full podcast episodes on Spotify. Intrigued by the content, I even explored the Baffled Podcast's website for merchandise.

This illustrates how TikTok can drive traffic to external platforms, helping businesses expand their reach and potentially boost sales. TikTok's capacity to captivate its users' attention, even for just a minute, and generate interest in products or services is a powerful asset for businesses looking to increase their online presence.

TikTok's journey from its launch to its current status as a dominant force in the social media world is nothing short of remarkable. Its ability to engage younger generations, capitalise on trends, and foster authenticity has made it an invaluable asset for businesses looking to connect with their audience. As TikTok continues to evolve, companies that harness its potential for creativity, engagement, and storytelling will find themselves well-positioned in the competitive world of digital marketing. So, if you're baffled by TikTok's success, perhaps it's time to explore its potential for your own business. With TikTok, businesses have the opportunity to reach an engaged, youthful audience and drive their growth to new heights.