Social media fatigue is real, but it’s not killing social

Fri, 29 Nov 2024 13:04:22 +0100

The world of social media is changing, and content creators, brands, and users alike are feeling the impact.

The tides are shifting.

Here are three key trends shaping content:

The rise of niche channels as an answer to social media and engagement tiredness
Humanizing content as an answer to AI
Brands are now expected to be bold and playful

This is the first episode of a three-fold series I zoom in on the rise of niche channels. This is an answer to social media and engagement tiredness, reflecting a shift towards smaller, more community-driven spaces where users can find more genuine interactions.

With the popularity of the brand new BlueSky, the less new Threads, and the overnight growth and hipsterness of established channels like Substack and Reddit, I rest my case.

This is what you need to know.

Social media fatigue is real, but it’s not killing social

Around 40% of people in the Netherlands report feeling tired of social media and consider reducing their time spent on platforms. While intentions often differ from actions, there’s no doubt a change is on the horizon.

Globally, time spent on social is down slightly, while in the Netherlands, it’s stable at about 1 hour and 30 minutes a day.

Algorithms are changing, adapt or fall behind

The bread and butter of social platforms are their users, and to keep them engaged, platforms must constantly refine what content they deliver.

TikTok has set a new bar with its algorithm, serving content based purely on user engagement rather than who you follow.

Instagram, LinkedIn, and others are racing to adapt to this model.

The message is clear: if content isn’t resonating, it’s not getting pushed, whether organic or paid.

Niche channels are on the rise, but proceed with caution

In a landscape crowded with AI-generated content, people crave genuine, community-driven spaces.

New and niche channels like Bluesky, Threads, Discord, Substack, and Reddit are growing in popularity as they offer more personalized, less commercialized experiences.

While these platforms are increasingly popular, they might not be right for every brand just yet.

What does this mean for your social strategy?

The days of mass-produced, bland content are over. If you want to keep your audience engaged, you must focus on quality over quantity.

Know how algorithms work and use that to make sure your content speaks to what your audience wants: entertainment, education, and inspiration. This is true for organic and paid posts alike.

On LinkedIn, for instance, organic reach has dropped significantly, especially for business pages. The algorithm now rewards active, connected users over passive content pushers. For business pages, pay to play or adapt and tap into the personal and human side of your business and use your C-suite and employees to connect to others.

So, what’s the big takeaway?

Stop trying to be everywhere at once. Instead, double down on the platforms that matter to your audience and refine your message. Use AI tools wisely, don’t let them replace authenticity.

Final thoughts: quality is king in 2025

The biggest shift we’re seeing is the heightened importance of quality. To cut through the social noise, your content must resonate and bring real value—don't be too serious, don't puff up, no excessive ads, no empty product plugs. You might think you don't fluff, but 9 out of 10, you do.

Whether you’re aiming to entertain, inspire, or educate, the goal is to make your audience feel like their time spent engaging with your content is time well spent.

Stay tuned for the next episodes in this series, ‘Humanizing content as an answer to AI', and why ‘Brands are now expected to be bold and playful.’

Key takeaways

People aren't leaving social platforms, but they’re becoming more selective. Content quality and relevance are more important than ever as users seek more value and less noise.
The secret to social success is no longer simply visibility—it’s relevance. To thrive under the new algorithm rules, brands need to focus on creating content that entertains, educates, or inspires.
Brands should resist the urge to immediately flood every new niche channel. Instead, focus on improving content quality where your audience already engages, adding value through genuine storytelling rather than pushing ads.

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About me

A little bit more about me as I have a feeling to share some background information and credits with you – why what I see and think matters and why I humbly think that I have a point.

I'm a content strategist with a university background in marketing, media, sociology, and psychology who fell in love with technology, creativity, and data. I have been around in the industry for 25+ years—yes, I started at a young age—and have worked for over 50+ top-notch brands and agencies.

I've seen quite a lot. Made many mistakes. Learned even more. Now, I share all this with you to nudge and inspire everyone working in marketing, communication, and corporate to do an even better job. Let's be honest; there's already too much crappy content out there; no need to contribute to that, right?

Please check the sources before jumping to conclusions. Credit where credit is due: thanks to my coworkers from Dentsu Creative in Amsterdam, who helped me kickstart the overarching trends. I did the rest of the research and analysis myself. If I missed anything or made a mistake, please let me know. I'm only human, and hiccups happen.

Think Like a Publisher - Fleur Willemijn Newsroom

Social media fatigue is real, but it’s not killing social

Social media fatigue is real, but it’s not killing social

Algorithms are changing, adapt or fall behind

Niche channels are on the rise, but proceed with caution

What does this mean for your social strategy?

Final thoughts: quality is king in 2025

Key takeaways

Subscribe for more AI and marketing insights

About me

Sources and credits