It’s always been this way - people just don’t realize it.

Before, people were reposting memes, articles, chain letters, etc. Most of the content you’d see wasn’t created by the person you are friends with.

This isn’t really new. And as someone who makes original content and posts it regularly - people do enjoy original stuff from their friends. It’s just that it’s hard for people to do. Most people are very insecure, have little original thought, and/or the interest in sharing anything they think to a broader audience than 2-3 close friends. I buck the trend here.