Introduction to the Small Web movement: a new era of digital freedom

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.

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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.