People on the internet have never shied away from some gleeful naughtiness, from trashing the halls of Habbo Hotel to trolling forums while mods are asleep. But when Elon Musk took over Twitter in November 2022, promising to turn the debt-ridden platform into a money-spinning bastion of free speech, he instead inherited the world’s unruliest classroom.

Pharmaceutical brand Eli Valley saw stocks plummet after a verified imposter claimed "insulin was now free". Community notes, designed to debunk disinformation, became fertile ground for violations. And Twitter Blue, the platform's controversial subscription model, saw blue checks transform from status symbol to badge of shame.

In going through with the takeover, Musk lost control of his class. But the Tesla CEO’s experience is just one example of how the internet’s pursuit of profit has hampered the overall user experience – and sparked a particularly playful form of resistance.

The rise of social media has revolutionised the way we connect, share, and communicate – but what was once started as a space for fun, playfulness, and creativity has become a battleground for brands, influencers, and corporations vying for users' attention and engagement. Put simply, the internet has sold out.

The influx of amateur advertising, sponsored content, and algorithms designed to maximise profits has, in many ways, drained the spontaneity and authenticity that initially defined social media. The old adage that as soon as a business gets involved with something, all the fun and joy are sucked out of it has never been truer.

But amidst this commercialisation and homogenisation of online spaces, there's a compelling counter-trend emerging. Digital natives are challenging the status quo, seeking to break free from the constraints of commercial structures that have come to define social media – by embracing mischief.

This mischief is taking shape in various senses of the word. On the one hand, the web’s unruly pupils are cooking up content that’s rebellious and challenging – the sight of the Pope in a Balenciaga puffer jacket has already fooled the world, thanks to ever-improving AI. But on the other hand, content that taps into more playful, unapologetic energy – bringing the vibe and confidence of unabashed physical play – is striking a chord with users young and old.

As brands and creators fight for space in a monotonous, monetised landscape, many are rediscovering that sometimes, the best way to be noticed is to act out. the best way to be noticed is to act out.