It seemed almost ridiculous to think that the future of social media could be anything but social. It seems like the time has come when users have decided to give themselves a break. Yes, we’re referring to a mass decline in social media usage.
This is something Gartner had predicted back in 2023. It stated that as much as 50% of social media users (back then) would limit their interactions by 2025. The reasons may be varied but social media users are sharing less and less of their lives online.
This will naturally have serious implications for businesses that rely on these digital platforms. Social media channels have been the number one digital investment platform up until now. Brands may have to adjust their marketing games accordingly.
In this article, we will discuss why people are stepping back from social media and what this will mean for companies relying on these platforms for outreach.
Three Top Reasons People Are Expected to Use Less Social Media in 2025
Let’s dive straight into the three main reasons it is expected that people will use less social media in 2025 and beyond.
Impact on Mental Health
Social media platforms, some more than others, have developed a reputation for disrupting mental health. By allowing people to share minute-by-minute snippets of their lives, such channels are breeding discontentment, social comparison, fear of missing out, and anxiety.
In a 2023 Statista report, 55% of social media users had taken a break from such platforms due to negative mental health impacts. This is especially true of younger demographics using Facebook and Instagram.
There’s even a Facebook lawsuit against Meta, alleging that teens using this platform developed conditions like major depression and anxiety. What’s even more shocking is that this appears to be a result of careful design.
TorHoerman Law shares that Facebook’s algorithms are alleged to be designed in a way that leads to addiction. Young users tend to get hooked on the dopamine hit that attractive content offers, only to struggle with mental health issues later on.
Data Privacy Concerns
Another area of concern with social media platforms is data privacy. Meta has again entered the spotlight for this. People have claimed that platforms like Facebook and Instagram collect extensive volumes of user data.
So far so good, yet the company does not reveal how exactly the data will be used. Since users generally receive highly relevant ads, it is clear that the data is used for targeted advertising that could get manipulative.
Moreover, Meta’s privacy policies have also been pretty vague. The infamous Cambridge Analytica Scandal exposed how it allows third parties to access personal user data. This raises serious questions about social media platforms’ data protection practices.
Issues With Generative AI
The rise of generative AI has also made some social media users wary. Unlike traditional AI which uses historical data to make predictions, generative AI creates new content that is often indistinguishable from human-generated content.
Examples of generative AI tools include ChatGPT, Jasper, and Notion AI. Such tools may be able to generate responses to customer queries but they’re often void of genuine understanding. This may lead to robotic interactions, inauthenticity, and misinterpretation of customer intent.
There is also the potential for misinformation due to generative AI’s ability to create mass fake content. As a result, social media users are taking a step back from all the chaos.
Here’s What This Means for Brands
In 2024, the United States and China became the two countries with the maximum social media expenditures. It looks like the tables may flip, at least a little.
Since social media usage is expected to decline from 2025, B2C brands across industry verticals will be affected. Let’s look at what implications this may have and the strategies that will be needed.
The Need to Focus on Other Marketing Channels
As users reduce their social media usage, businesses will also have to take their marketing strategies elsewhere. Now, this should not be too challenging but is definitely a tricky process.
A 2024 study revealed that social media was the most widely used marketing channel according to worldwide decision-makers. It faced cut-throat competition from others like websites/applications, email, and digital ads.
This means it’s time to up one’s marketing game across the other closely competing channels. Besides this, brands must brush up on their SEO skills and affiliate marketing programs. The need of the hour is to think far and beyond cliche digital communication channels to reach target audiences.
Emphasis on Authenticity
Since social media will not altogether come to a standstill, brands will continue to use these platforms to some extent. However, their audience targeting practices may require a bit more thought and authenticity.
In other words, they will need to focus on creating genuine content that reflects their business values and prioritize transparency. Another need of the hour is to interact with customers through real conversations that include empathy and understanding.
Users will also need a lot more convincing, which means brands must go beyond product advertising. They must share behind-the-scenes glimpses of the company culture, employees, and daily operations. This is another way to showcase the human side of the brand that customers can easily relate to.
Responsible Use of AI
Like the previous point, generative AI will not entirely shut down. Brands can use this useful tool, but their practices must be ethical. A key aspect of responsible AI use is transparency.
Brands need to disclose when their content is AI-generated. Simply disclosing will not suffice; it is equally important to run fact checks to ensure the content is factually correct to avoid misinformation.
Then, there is also the need to ensure fair representation across demographics by addressing potential biases. Finally, it is best to use generative AI’s creative capabilities to personalize content instead of replacing genuine human expression.
As AI becomes more and more prominent across social media, some backlash is also expected. This was the case with Meta’s ‘AI-generated Facebook accounts’.
Users expressed their concerns regarding how this will interfere with the core utility of social media, which is fostering human-to-human connection. As of now, Meta has taken down such profiles.
The space will be chaotic for quite some time. Brands need to align themselves with changing customer needs. If that means adjusting to consumer shifts in social media usage, so be it.
Peter Cheng
Editor-In-Chief
YouMobile, Inc
