It's not a fad, it's the commercialization of gossip, one of humanity's oldest communication networks. It is here to stay, and it has been weaponized.

Isn’t it a democratisation of communication? I mean before social media the friction between you and your soapbox was much bigger.

Actually, no, not at all, and the creation of the phrase claiming social media to be a democratization of communication is wonderfully crafted manipulation. It is the opposite, it is gossip, as in the first false negative is free and any counter truth is expensive to the point of being impossible. It is the perfect communications medium for a powerful subculture to render the rest of culture babbling idiots. Which is what we have today. The "news" reports on emotional fronts, and the factual information of civilization's operations are opaque beyond a stock value. The "news" is truly talking heads, not actually giving actionable information, unless that action is a paralysis of fear. We have a plethora of tyrannical fiefdoms - the corporations the majority of humans are employed and maintained on stagnant wages rendering them 1-2 paychecks away from total loss of their accumulated wealth. The civilization is a farce, cruel, and immature to the point of insanity.

You could say one follows the other on a large enough scale.