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Making Informed Choices

Comparing the Social Media Landscape

Every platform was built with a specific purpose in mind. Understanding those differences helps you decide where each one fits in your life.

Understanding the differences between social media platforms requires looking at their architecture, not their advertising. Platform architecture determines what data is collected, what access strangers have, how communication is contained, and what the platform does with member information.

This comparison documents structural features across Squares 9, Instagram, Facebook, X, and TikTok USA. Each entry reflects that platform's own published policies, regulatory disclosures, or independently verified research. Sources are cited throughout. Readers are encouraged to consult each platform's current documentation directly, as policies change.

This document is published by Squares 9 and reflects our view of the structural differences. We have a commercial interest in how you read it. The sources do not.

Published May 2026. Based on publicly available platform documentation as of that date.

How to Read This Comparison

Each row reflects a structural or policy characteristic of the platform, not a performance claim. Where a feature is present in some contexts but not others, it is marked as partial. Sources for each category follow the table. Squares 9 is launching globally on July 4, 2026; all Squares 9 entries reflect the platform's designed architecture.

YesPresent by design NoNot included PartialPresent in limited contexts
Feature Squares 9 Instagram Facebook X TikTok USA
Access and identity
Invitation-only accessHow new members join the platform YesStructural; no open registration path exists No No No No
Public profile visible to non-membersProfile content accessible without an account NoAll content contained within closed Squares YesDefault for most accounts YesDefault; settings can restrict YesPosts public by default YesVideos public by default
Open public discoverySearchable and findable by strangers No Yes Yes Yes Yes
Bot and automated account preventionStructural barrier at the architecture level YesClosed-loop model prevents automated sign-up PartialDetection and removal; open registration remains PartialDetection and removal; open registration remains PartialDetection and removal; open registration remains PartialDetection and removal; open registration remains
Privacy and data
End-to-end encryptionCoverage across messages and shared content YesAll messages, images, and shared content PartialDirect messages only PartialMessenger only, default since Dec 2023 NoDMs not end-to-end encrypted No
Behavioral tracking of membersPlatform monitors activity for profiling NoAnti-profiling safeguards are structural YesDocumented in Meta data policy YesDocumented in Meta data policy YesDocumented in X privacy policy YesDocumented in TikTok privacy policy
Member data used for advertisingPersonal data enters the advertising stack NoInterest-based placement only; no member data in ad stack YesCore to Meta's advertising model YesCore to Meta's advertising model Yes Yes
Cookie-based cross-site trackingData collection beyond the platform itself NoThe platform operates without cookies or cross-site tracking of any kind YesMeta Pixel and off-Facebook tracking YesMeta Pixel and off-Facebook tracking Yes Yes
Data shared with third partiesMember data transferred to external partners NoDocumented in Privacy and Data Statement YesMeta data policy; subject to regulatory scrutiny YesMeta data policy; subject to regulatory scrutiny Yes YesOngoing US regulatory review
Platform design
Public algorithmic content feedPlatform surfaces content from unknown accounts NoAll content contained within invitation-based Squares YesExplore and Reels YesNews Feed YesFor You and Explore YesFor You page is the core product
Closed-loop communicationContent stays within invited, defined groups YesFoundational; all interaction occurs within private Squares No PartialGroups only; core platform is open No No
Engagement optimization algorithmPlatform maximizes time on site through content selection NoNo engagement optimization; interaction is member-defined Yes Yes Yes Yes
Political advertising permittedPlatform accepts political ad campaigns NoPolitical and divisive advertising prohibited by platform policy PartialRestricted; authorization required YesWith disclaimer requirements Yes NoBanned globally since 2019
Advertiser verification requiredIdentity confirmed before any campaign runs YesMandatory; no open sign-up advertising PartialPolitical ads only; general review lighter PartialPolitical ads only; general review lighter Partial Partial
Safety and governance
Member controls all accessMember defines who can reach them and how YesStructural; invitation model means all contact is member-initiated PartialSettings-based; defaults are open PartialSettings-based; defaults are open PartialSettings-based; defaults are open PartialSettings-based; defaults are open
AI governance standardsFormal policy governing AI use on platform YesStructural; AI applied to system integrity only PartialPolicy-level commitments PartialPolicy-level commitments PartialPolicy statements PartialPolicy statements
Security-first platform architectureProtection designed in at the foundation level YesSecurity is the primary architectural requirement NoEngagement-first architecture NoEngagement-first architecture NoEngagement-first architecture NoEngagement-first architecture
Nonprofit advertising allocationPermanent free advertising inventory for charitable causes Yes20% of inventory via Square the Earth Initiative NoAd credits by application only NoAd credits by application only No No

Sources by Feature Category

Every feature assessment in the comparison above is based on publicly available documentation from the platforms themselves, regulatory proceedings, and independently verified reporting. Sources are organized by category. Squares 9 sources link to internal policy and architecture documents.

Access, Identity, and Bot Prevention

Open registration and public profile defaults are documented in each platform's own sign-up flows and help documentation. Bot prevalence and automated account activity on open platforms is addressed in academic research and regulatory filings.

Privacy, Data, and Encryption

End-to-end encryption coverage, behavioral tracking practices, and data sharing policies are documented in each platform's own privacy policies and in regulatory proceedings in the European Union and United States. Meta's default E2E encryption for Messenger was confirmed in December 2023. X's direct messages have not offered end-to-end encryption as of this publication.

Platform Design and Engagement Architecture

Algorithmic content recommendation, engagement optimization, and the behavioral effects of public feed architectures are extensively documented in academic research, internal platform research disclosed in regulatory proceedings, and journalism based on leaked internal documents.

Political Advertising Policies

Political advertising policies are documented on each platform's official advertising policy pages. TikTok's global ban on political advertising was announced in October 2019. Meta's political advertising policy permits political ads with authorization and disclaimer requirements. X reversed an earlier political advertising restriction in 2023.

Advertiser Verification and Fraud Prevention

Open-access advertising models and their relationship to counterfeit goods, fraud, and invalid traffic are documented in regulatory actions, academic research, and industry reporting. Each platform has authorization requirements for certain categories of advertising, particularly political ads, but general advertiser access remains comparatively open.

AI Governance

AI governance frameworks across social media platforms vary significantly in their scope and enforceability. Published policies from each platform are the primary reference. Academic and regulatory sources provide context on the gap between stated policy and structural implementation.

Square the Earth Initiative

Methodology and Disclosure

Feature assessments are based on each platform's own published documentation — privacy policies, advertising policies, community guidelines, transparency reports, and developer documentation — supplemented by regulatory disclosures and independent academic research. Where platform documentation is ambiguous, the more conservative characterization has been applied.

This document was published in May 2026 and reflects platform policies as of that date. Platform policies change. Squares 9 will review and update this comparison periodically. Source links throughout provide direct access to primary documents. Where academic sources are cited, the full citation is provided so readers can locate and evaluate the research independently.

This comparison is intended to illustrate structural design differences between platform architectures. It is not intended to diminish any company, platform, or the people who build and use them. The features of other platforms reflect design decisions made for their era. Squares 9 was built for the era that exists now.

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