In 2025, social media is both everywhere and everywhere in flux. The world’s social media user base has ballooned to roughly 5.42 billion people, according to Marketing LTB, a figure that represents almost two-thirds of the global population. Despite this saturation, the landscape of engagement is shifting, with platforms facing new challenges and audiences demanding more from their digital interactions.
Recent data from Newswhip shows that overall engagement on social platforms dropped in the third quarter of 2025, with Instagram experiencing the steepest decline—almost 12% lower than the previous quarter. This dip suggests that listeners are becoming more selective about where and how they spend their attention online. At the same time, Facebook has defied the trend, continuing its upward trajectory in user activity, further cementing its role as the backbone of global digital social life. The reasons for these shifts are complex, but a contributing factor may be the increasing preference for different types of content: eMarketer reports that 63% of global social media users now prefer short videos from creators, a format that dominates platforms like TikTok and Instagram Reels, yet even these popular channels are not immune to fluctuations in engagement.
The value of authentic content is rising as well. Social media strategists place high importance on user-generated content over AI-generated material, with 36% of marketers surveyed by eMarketer describing UGC as extremely important to their strategies. This reflects a listener hunger for authenticity and real human connection, even as platforms experiment with new AI-driven features, such as those recently unveiled by Snapchat at Lens Fest 2025.
Amid these changes, social media’s role in personal and community support remains vital, especially for groups like young people managing chronic conditions. Research in the Journal of Medical Internet Research found that platforms like Twitter and forums serve distinct purposes: Twitter enables quick sharing of personal experiences and advocacy, while forums such as Reddit and Diabetes.co.uk foster in-depth discussion and practical advice. This duality highlights how listeners navigate social media not just for entertainment, but for meaningful support and information.
Looking ahead, the velocity of change in social media shows no signs of slowing. According to Seedient Digital, new platforms are rising, trends are evolving faster than ever, and businesses that adapt quickly stand to gain the most. The challenge now is to stay informed and engaged without becoming overwhelmed—a balance that requires both savvy use of new tools and a critical eye toward shifting platform dynamics.
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