Social media stopped being social.
The feed was built for friends and family.
It now belongs to ads, creators and algorithms, and people open it for entertainment and to fill time. 21% of U.S. adults regularly get their news from influencers, rising to 37% of those under 30.1 Worldwide, the share of people who use social platforms to keep up with friends has fallen by more than a quarter since 2014.2
Using social media to stay in touch with friends has fallen by more than a quarter since 2014 (GWI).
More numbers
of social media users worldwide still list keeping in touch with friends and family as a reason to use it. Barely half.3
spent on social media each day by the typical internet user, 10 minutes less than in 2023 (global).4
The other side
People still use social media to keep in touch. Private messages and group chats have picked up much of that role.
Keeping in touch with friends and family is still the top reason people use social media, in every age group (global). GWI via DataReportal ↗
Why Anthony still holds this view
It is still the top reason, but barely half choose it, and the public feed has moved to entertainment.
For marketers
Brand content on social competes with entertainment and has to entertain to be seen. Real conversation is moving to group chats and private communities.
For you
Message a friend directly instead of liking their post.