November 28, 2025
Social Media Isn’t Fun Anymore. What Does That Mean for Brands?
Social media is no longer the guaranteed engagement engine it once was. Sure, many (usually younger) people are still using it to discover and buy things, but the initial thrill social media offered before has faded.
New research from GWI for the Financial Times reveals that adults in developed markets spent nearly 10% less time on social platforms at the end of 2024 compared with 2022. The most dramatic pullback comes from teens and people in their 20s, the very demographic once glued to their screens.
Social Media Has Become a Source of Entertainment Only
People are still opening apps, but their reasons have changed. Instead of logging in to share, connect or discover something new, they’re scrolling to kill a few minutes, often without remembering anything they’ve seen. Active participation has fallen sharply since 2014, and the sense of community that once defined social platforms now feels noticeably thinner.
This Reddit thread discussed this phenomenon in more detail: some users say that social media platforms have turned into entertainment platforms, rather than being a fun space to connect with peers. Others blame the algorithm for “hiding” content from people users actually follow, and showing content that’s trending or selling something. One user simply said: “It’s impersonal.”
The only major region breaking the declining usage trend is North America, where usage is up by around 15% compared with Europe. However, the research shows the drivers behind this growth are extreme rhetoric, low-quality posts and engagement bait — the kind of content that keeps people online longer but rarely leaves them feeling good. More time spent doesn’t mean more meaningful interaction, and it certainly doesn’t make it easier for brands to stand out.
Overwhelming Content and How Brands Can Navigate
Users are exhausted by an endless stream of information, much of which feels repetitive or unhelpful. They are also increasingly aware of privacy risks, and the constant presence of ads and tracking prompts makes feeds feel transactional instead of social.
Younger audiences are balancing their online habits with more offline activities, and they’re far more selective about what they engage with and why.
This new environment demands a different approach from brands. The days of flooding feeds with polished posts and expecting consistent engagement are over. Audiences want something that feels worth their attention, not another corporate announcement dressed up as content.
The winning combination is authenticity, entertainment, usefulness and a human tone, all in one. Behind-the-scenes moments, real stories from customers or employees, or content that genuinely helps someone solve a problem often perform better than high-volume posting schedules.
Digital Marketing Expert Jeff Sherman from Top Marketing Agency says that simply existing on social media is not enough. He said: “Social media fatigue is real and hitting a lot of people, especially younger audiences. Even though more people are signing up for platforms, they are spending less time actually scrolling and engaging. For brands, just having a presence isn’t enough anymore.”
In the end, users still show up, but they show up differently: with lower patience, higher expectations and little tolerance for anything that feels manufactured.
The brands need to treat social platforms as spaces for honest, useful communication rather than polished billboards. Authenticity is the minimum requirement for being taken seriously, along with content that’s real, relevant and genuinely worth someone’s time.
