Web Revival

The Small Web movement is a growing community of individuals opting to step away from the dominant, corporate-driven web, commonly referred to as Web 2.0, the Big Web, Big Tech, or the ‘core’ web. Instead, many are exploring a more decentralized and personal part of the internet, known as the Small Web, Indie Web, the Personal Web, the Old Web, Web Revival and the Peripheral Web (these terms are often all used interchangeably, though, some have similar but different definitions. Hover over each of the terms to learn their definitions). The concept of the Small Web stands apart from terms like the dark web or deep web, and focuses more on the ownership and nature of the online spaces people use.

The Core Web/Web 2.0/Big Tech/Big Web (more terms you will come to find are often used interchangeably) represent the mainstream internet most people use daily, centered around platforms like Facebook, Twitter, TikTok, and Reddit. These platforms are part of an ecosystem controlled by large companies such as Google, Amazon, and Microsoft, which shape users’ online experiences by leveraging algorithms, targeted ads, and data collection to maximize profits. Big Tech keeps users within the boundaries of its platforms, often exploiting personal data for commercial gain while shaping what users see and interact with on their platforms.

In contrast, the Small Web is the digital equivalent of a countryside—a less commercialized and more community-driven part of the internet. Platforms like Mastodon, Neocities, SpaceHey, IRC, and Matrix chat rooms serve as alternatives to the corporate-dominated web. These spaces typically reject the invasive practices of targeted advertising and heavy data collection, offering users a more authentic, privacy-respecting experience. The Small Web tends to be discovered organically through personal exploration and recommendations rather than being indexed and readily visible through mainstream search engines. While it requires more effort to find and engage with, the Small Web offers more personal freedom and creative expression.

...

The Small Web is more than a collection of niche platforms—it’s a grassroots revolution pushing back against the corporate-controlled, data-driven nature of today’s internet. As Big Tech continues to encroach on our online freedoms, the Small Web offers a beacon of hope for those yearning to reclaim their digital autonomy. It empowers users to take control of their online experiences, free from the algorithms that dictate what we see, think, and share.

By joining the Small Web, you become part of a community that values personal privacy, creative freedom, and authentic human connections over profit-driven motives. This movement is about rediscovering the internet’s roots—an open space for innovation, individuality, and real interaction – where real people can thrive above the noise of business and brands. You’re not just a passive consumer on the Small Web; you are an active participant in building a better, more sustainable digital world.

Somewhere between the late 2000’s aggregator sites and the contemporary For You Page, we lost our ability to curate the web. Worse still, we’ve outsourced our discovery to corporate algorithms. Most of us did it in exchange for an endless content feed. By most, I mean upwards of 90% who don’t make content on a platform as understood by the 90/9/1 rule. And that’s okay! Or, at least, it makes total sense to me. Who wouldn’t want a steady stream of dopamine shots?

The rest of us, posters, amplifiers, and aggregators, traded our discovery autonomy for a chance at fame and fortune. Not all, but enough to change the social web landscape.

But that gold at the end of the rainbow isn’t for us. “Creator funds” pull from a fixed pot. It’s a line item in a budget that doesn’t change, whether one hundred or one million hands dip inside it. Executives in polished cement floor offices, who you’ll never meet, choose their winners and losers. And I’m guessing it’s not a meritocracy-based system. They pick their tokens, round up their shills, and stuff Apple Watch ads between them.

So when we wonder where all the websites have gone, know it’s the curators we’re nostalgic for because the curators showed us the best the web had to offer once upon a time. And the curators— the tenders, aggregators, collectors, and connectors— can bring us back to something better. Because it’s still out there, we just have to find it.

Here’s the best part. You can be that curator right now, at this very moment. You can start to rebuild the interconnectivity that made the web fun to explore. And you don’t need to be a computer scientist to do it.

this new year offers many echoes of a moment we haven’t seen in a quarter-century. Some of the most dominant companies on the internet are at risk of losing their relevance, and the rest of us are rethinking our daily habits in ways that will shift the digital landscape as we know it. Though the specifics are hard to predict, we can look to historical precedents to understand the changes that are about to come, and even to predict how regular internet users — not just the world’s tech tycoons — may be the ones who decide how it goes.

Across today’s internet, the stores that deliver all the apps on our phones are cracking open, the walls between social media platforms are coming down as the old networks fail, the headlong rush towards AI is making our search engines and work apps weirder (and often worse!). But amidst it all, the human web, the one made by regular people, is resurgent. We are about to see the biggest reshuffling of power on the internet in 25 years, in a way that most of the internet’s current users have never seen before. And while some of the drivers of this change have been hyped up, or even over-hyped, a few of the most important changes haven’t gotten any discussion at all.

...

Consider the dramatic power shift happening right now in social media. Twitter’s slide into irrelevance and extremism as it decays into X has hastened the explosive growth of a whole host of newer social networks. There’s the nerdy vibes of the noncommercial Mastodon communities (each one with its own set of Dungeons and Dragons rules to play by), the raucous hedonism of Bluesky (like your old Tumblr timeline at its most scandalous), and the at-least-it’s-not-LinkedIn noisiness of Threads, brought to you by Instagram, meaning Facebook, meaning Meta. There are lots more, of course, and probably another new one popping up tomorrow, but that’s what’s great about it. A generation ago, we saw early social networks like LiveJournal and Xanga and Black Planet and Friendster and many others come and go, each finding their own specific audience and focus. For those who remember a time in the last century when things were less homogenous, and different geographic regions might have their own distinct music scenes or culinary traditions, it’s easy to understand the appeal of an online equivalent to different, connected neighborhoods that each have their own vibe. While this new, more diffuse set of social networks sometimes requires a little more tinkering to get started, they epitomize the complexity and multiplicity of the weirder and more open web that’s flourishing today.

...

I’m not a pollyanna about the fact that there are still going to be lots of horrible things on the internet, and that too many of the tycoons who rule the tech industry are trying to make the bad things worse. (After all, look what the last wild era online lead to.) There’s not going to be some new killer app that displaces Google or Facebook or Twitter with a love-powered alternative. But that’s because there shouldn’t be. There should be lots of different, human-scale alternative experiences on the internet that offer up home-cooked, locally-grown, ethically-sourced, code-to-table alternatives to the factory-farmed junk food of the internet. And they should be weird.

Archive

So after making my Neocities site I decided to explore other people’s sites (which Neocities makes very easy to do with its site directory), and I discovered the web revival movement: a whole world of old web enthusiasts who were just as tired as I was of social media toxicity. It felt so awesome to freely express myself in my own space and to see others’ creative spaces as well! As I spent more time online exploring personal sites and less time on social media, I felt my mental health improve.

There have been studies done on social media’s impact on mental health, which I won’t get into too much here. I’ll just say that one of the reasons the web revival is going so strong right now is because people know that too much social media is bad for their mental health. The constant need for validation, the comparing yourself to others’ carefully curated selves, the everyday exposure to bad news and negativity, and the corporations trying all they can to shove targeted ads in your face are all very draining. People want to get away from all that, but still want to enjoy being online.

...

The web revival, despite being very much inspired by the old web, is about moving towards a better future. It is driven a lot by nostalgia, but it’s also a response to what the internet is today. There is a whole community around the web revival; people on Neocities linking to each other’s sites or chatting on forums like the Yesterweb forum and the MelonLand forum, and it’s through this community that people are having conversations about how we can make the internet a better place. In my time on the MelonLand forum, I have seen and participated in discussions about accessibility and modern internet features we like and want to include on our sites.