[empath75]

What happened is that long form writing on the internet bifurcated into professional work and social media, and a lot of popular bloggers either became influencers or professional writers, and the 'casual' bloggers moved to social media, especially facebook. People switching to phones over computers also made reading long form text more difficult.

Blogging _seems_ like it was more popular in retrospect because for a while it was a large percentage of content _on the internet_, but the internet wasn't that popular at the time. Social media now absolutely dwarfs the size of any of the blogging sites even at their peak, and Substack and Medium are probably roughly the same size that the old blogging sites were.