What Is Enshittification? Meaning & Explained Simply

Ever sat down on your favorite app, and suddenly everything just feels… worse? Like, your feed went from vibe central to spam city overnight? Welcome to the magical world of “enshittification” — a word you’ve probably stumbled upon lurking in TikTok comments, Twitter rants, or meme feeds that perfectly capture that gut-punch feeling when something you loved turns ugly.

Let’s break down this wild slang term that’s becoming the unofficial anthem for all things “ruined by too much of a good thing.”

What Does “Enshittification” Mean?

Full definition:
Enshittification is the hilarious, brutally honest slang term used to describe the process where a product, service, app, or platform steadily declines in quality — usually because it’s overloaded with ads, greedy monetization, annoying features, or unnecessary changes that make it totally lame or frustrating to use.

Think of it as the gradual decay from “This is awesome!” to “Why the heck does this suck now?”

Common contexts where it’s used

When your favorite video game gets flooded with pay-to-win garbage
Social media sites overloaded with ads or boring posts
Streaming platforms cluttered with confusing updates and fees
Any online service “ruining” their experience by chasing $$$

Alternate spellings or forms

Sometimes you’ll see it as “enshittification” (most common)
Sassy variations include “enshitification” or “enshittifcation” (typo-friendly!)
Can also be turned into verbs: “the app has been enshittified,” or “they’re enshittifying the site”

How it’s pronounced

en-shit-ti-fi-KAY-shun (with emphasis on the “fi” part) — basically, say it like you mean business about how crappy something’s become.

Typical tone

Mostly sarcastic and ironic, but can swing to frustrated or even sincere when people genuinely mourn the downfall of a beloved thing.

Origin and Evolution

When it became popular

The term first started bubbling up around early 2020s, riding the wave of fast-changing tech platforms and backlash against over-monetization.

What platforms or subcultures used it

It exploded on places like Twitter, Reddit, and TikTok, especially among tech-savvy internet users, gamers, and digital culture observers who love calling out corporate greed and bad design choices.

How it evolved over time

Originally, it was mostly about apps and site changes, but now you’ll hear it applied to everything from restaurant chains losing quality to TV shows that jumped the shark. Basically, anything going downhill can be “enshittified.”

Modern Usage and Examples

Sarcastic:
“Oh great, another update. Can’t wait for the enshittification to hit my favorite app.”
Sincere:
“The enshittification of that game broke my heart — it used to be so good.”
Ironic:
“Sure, add more ads. Enshittification in full effect!”
Humorous:
“Watching my go-to coffee shop get enshittified with ridiculous prices is peak 2024.”
Critical:
“Their sudden focus on maximizing profit is pure enshittification.”

Who Uses It?

Gen Z and Millennials are the main crews throwing this word around — they’re big on calling out corporate BS and platform decay.
You’ll find it everywhere from TikTok trends and YouTube commentary to Reddit threads about internet culture.
Particularly popular with gamers, influencers, tech geeks, and even beauty creators who see their favorite brands or tools getting less user-friendly.

Example Sentences

“Man, the enshittification of Instagram feeds makes me miss the old days.”
“Spotify’s enshittification is real — all these ads kill my vibe.”
“This website’s slow loading and constant popups scream enshittification.”
“When companies chase money instead of users, enshittification happens fast.”

Similar Slang Terms

Clout chasing: Desperately trying to get attention or followers.
Ghosting: Suddenly cutting off all communication without explanation.
Gaslighting: Manipulating someone into questioning their reality.
Finsta: A “fake” Instagram account, often private and for real friends only.
Cancel culture: Publicly shaming or boycotting someone for problematic behavior.

Pop Culture, Memes, and Trends

Memes: There are tons of clever memes showing “before and after” versions of apps or sites, labeling the second pic “enshittification level 100.”
TikTok trends: Creators will make skits acting out the horrifying moment their fave product starts “enshittifying.”
Celebrity content: Some influencers ironically call out brand enshittification during sponsored posts gone wrong.
Twitter/X jokes: Quick-witted users roast platforms with punchy “more enshittification please!” tweets.
Instagram captions often throw shade on brands showing clear signs of decline or greed.

Is “Enshittification” Safe to Use?

Technically it’s a mild swear word due to the “shit” part, so it’s not super formal and might be inappropriate in professional or family-friendly settings. But among friends and online communities? Totally casual and relatable — just be ready for some eye-rolls from the more sensitive crowd!

Why It’s Popular

Relatability: Everyone’s been burned by an app or service that went downhill.
Humor: It’s a funny, exaggerated way to vent frustration.
Cultural trends: Perfect for the digital age obsessed with calling out greed and bad UX.
Emotional appeal: It validates that sinking feeling when stuff you like gets ruined.

Conclusion

So next time your favorite platform turns into a total mess, just whip out “enshittification” and watch your friends nod in instant approval. It’s the word for the digital disappointment generation — and honestly, kinda poetic. Stay curious, keep swiping, and be ready for the next slang wave coming your way. You never know what cool new words TikTok will cook up!