The Way Social Media Usage Has Changed This Year
There is a growing belief among the digital marketing professionals of today that social media is dead. This belief can be attributed to the fact that people are posting less on social media than they used to.
Moreover, the way users are behaving on social media has changed completely. Users are no longer posting as much as they used to. However, marketers shouldn’t ignore the fact that users may not be interacting as much as they previously did, but are nonetheless spending close to 2 hours a day on social media!
So no, social media isn’t dead, people have just changed the way they use the platform. This digital marketing agency in India takes a look.
Suddenly, there’s too much pressure on ordinary users to make posts go viral and create content that is “trending”, “cool”, or has that wow factor. This kind of pressure is keeping people away from posting as they used to before.
There was a time when people would post about their lives frequently, including even minor updates and details. It was the generation of overshare.
Times have changed. Social media users are now keeping away from sharing their lives on social media and instead are using their direct messages or DMs to communicate with loved ones. So, DM chats are bursting with activity while post feeds lie dry.
While more time is being spent on platforms like Instagram, Facebook is seeing a drop in users as well as X which is the new name of Elon Musk-owned Twitter.
So, what are users doing on Instagram? This digital marketing agency in India gives you a glimpse into the time spent on this channel. Instagram users are spending time hanging out on their DMs, watching Stories, and consuming short videos. They are even sharing what they see on their feed in the DMs rather than on the feeds.
Only content creators and social media influencers are posting content regularly and publicly. Other users are becoming active consumers. But there is one place where they are actively participating and that is the Stories section of Instagram.
The Stories section of Instagram is seeing users make use of the 24-hour feature where no one can see their thoughts, feelings, and shares except for a little while. Once the clock strikes 12, memories are wiped clean and the slate is ready to capture the next morning’s thoughts.
Instead of being the active playground, it once was, with an exchange of vibrant thoughts and opinions, it’s time to view social media as an entertainment zone, where content creators and those who make their money off social media work hard to post while others simply “kill time” by watching a few videos.
Can you believe that youngsters are suffering from “posting fatigue” a term used to describe a lack of interaction on the feed section of any popular social media platform? Private engagement features are the thing of the present instead of public posting.
As a digital marketing agency in India, we keep abreast of the various trends surrounding social media and this trend is something that caught our attention because it talks about the changing face of using social media.
The emergence of "posting fatigue" and the preference for private interactions among younger generations underscore the need for marketers to adapt their strategies. As digital marketing professionals in India and around the world, understanding these evolving trends is crucial.
Rather than pronouncing the death of social media, it's more accurate to recognize its transformation into an evolving arena where adaptability and creativity will continue to be essential for success. Social media isn't dead; it's simply evolving, and those who adapt will thrive in this changing landscape.
In conclusion, the landscape of social media is indeed evolving as this digital marketing agency in India is witnessing, challenging the traditional notions of engagement and user behavior. While some may prematurely declare the demise of social media due to changes in posting habits and shifting user dynamics, a more nuanced perspective reveals a transformation rather than an extinction.
The pressure to create viral content and the desire for privacy have led users to adapt their social media usage. People are still dedicating substantial time to these platforms, primarily for personal communication through direct messages, story sharing, and short videos. This altered focus on private engagement rather than public posting reflects a changing digital landscape.
All insights are taken from Insider Intelligence.