According to Ofcom, fewer adults in the UK are posting, commenting on, or sharing material on social media.
Anecdotally I know I’m the only one out of our close friend’s group that actively posts on social media each week.
It’s still a high percentage of people that are sharing at 49% and data across the board shows that people aren’t spending less time on social media, but they’re turning into passive consumers of video content and sharing privately on DMs and WhatsApp.
So, for businesses reading this – your audience are there and watching, they’re just less likely to get involved publicly.
WHAT THIS MEANS FOR BUSINESSES?
This blog is more a look at the reasons your friends aren’t posting and how society can be more supportive … but I know a large percentage of our readers are business owners
So what this means for business is …
- Your audience is watching more than they’re interacting
- Engagement is no longer the full picture
- Content needs to be easier to consume (video, short-form, low effort)
- Private sharing (DMs, WhatsApp) is now a success metric
- Consistency matters more than viral moments
Here are the reasons as a social media marketing expert as to Why Your Friends Aren’t Posting on Social Media Anymore.
SOCIAL MEDIA FATIGUE
Take a look at the average person.
Not the social media OG’s like myself who were on Myspace using that as a social media tool and a marketing tool.
The average members of the public would have joined Facebook between 2007-2009, close to 2 decades ago now.
Gone is the rush of the early days where everything on social media was fresh and new – it’s old, it’s tiring and people are suffering from social media fatigue.
Every possible moment of their life has been shared now.
PRIVATE SHARING IS ON THE RISE
I said earlier that I’m the only one of our group that shares weekly or more on social media.
The reality is we’re all there on Messenger and Whatsapp Groups.
But again, even in Group Chats it’s become passive. It isn’t a group chat – it’s people posting in them and the majority of people remaining silent.
In many ways I preferred the early days of social media where people cared enough to respond.
Now it’s selected groups where people are feeling isolated and lonely where even those selected to be in the group chat at best gives a thumbs up emoji or at worst totally ignore.
PEOPLE DON’T SEE THEIR OWN FRIENDS – SO WHY POST
“I just don’t see my friends or people I follow anymore – I see lots of people I don’t know”
How many times have you heard that amongst your group?
Social Media has moved from who you follow to what you’re interested in – they’re calling this the age of interest media.
And in some ways, that’s good – I see lots of running, music and local content and I overall I have a good experience with social media.
But on a human connection level I want to know what my friends are up to and once platforms stopped showing those people it started a spiral of “Well if I can’t see my friends, they can’t see me, so why should I post”
FEAR OF JUDGEMENT AND WHY POST IF FRIENDS DON’T ENGAGE
Facebook changed the definition of friends from some who’d you’d seen in person and take a bullet for … to someone you met once for 10 minutes.
I’m reasoned enough to know that of my 678 “Facebook Friends” that very few are actual friends. It’s a mixture of people I know from school 40 years ago to people who know me from the music industry or my social media marketing people. I’m not disregarding the loose acquaintances as some of them are absolutely lovely and show up and support online when I run a half marathon, go to a gig, post an amusing observation about being middle aged.
But often all reason goes out the window when people post.
We expect all of the 678 friends to be online at that time and like our posts.
And when they don’t – some people stop posting
NICHE INTEREST DON’T FLY
True story – a client once said to be “You’re weird. You live you life by your watch and how many steps you do …. and you travel to Norway to see a band called Donkeyboy”
I laughed.
French Dramas, Danish Jazz, Welsh Folk, Korean dramas, Swedish Glam Rock.
Those are a few things I’ve enjoyed this year.
It’s hardly Ant & Dec, Oasis and Coronation Street.
There was a time when we grew up where everybody would watch the same TV shows, listen to the same music, like the same people and as every year passes interests get more niche and people explore more sub genres of everything they do.
Pre-pandemic all my close friends would have watched similar Netflix shows (or at least been aware of them) … I did a straw poll with friends in TV shows, Films and Music I’d enjoyed in March in prep for this blog and there wasn’t a crossover between any of us.
I honestly feel the last cultural moment that people had was Adolescence on TV and Oasis reforming for music.
Or is it just me?
APART FROM LIFE MOMENTS – THE AVERAGE PERSON DOESN’T DO THAT MANY INTERESTING THINGS
Birthdays, Weddings, Funerals, Holidays – that’s what’s the average person shares on social media.
Nothing more. Nothing in-between the life moments.
I haven’t got a young family so I’m still out going to gigs every week, dining out often, travelling for running events.
And don’t get me wrong – there’s a big downside to that when it comes to weekends and friends are just “staying in”.
But the stresses of modern life, the cost-of-living crisis and family commitments have meant that nights out aren’t as common place anymore.
And don’t start me on “catch up” culture replacing proper activities and get togethers.
PERSONAL BRANDING AND CURATING YOUR LIFE
When social media became common place there was no filter.
I don’t mean that people were offensive – there was an innocence where people posted everything online from the most mundane things to what they were eating.
Now everyone treats their social media like they’re a reality TV star.
It’s filtered moments of perfections and every post needs to have a purpose – if I post this it might elevate my status in the social circle or in the workplace.
Now I teach “Personal Branding” so I’m part of the problem, but I always tell people to be themselves and focus on the positives much more than the negatives.
And most of it is focused on LinkedIn and having the confidence in yourself to promote the work you do.
When it comes to other social media platform as long as you’re not being racist / sexist / homophobic / offensive I’d much rather be yourself and embrace your interests and passions rather than being a fake copy of someone else.
PRIVACY CONCERNS OVER FAMILY
Posting yourself on social media is one thing.
Including your family is a totally different game.
And I totally get that as social media has matured and AI has been thrown into the mix. people have major concerns about sharing pictures of their children online.
Don’t do it is my advice unless you have their consent.
And this is yet another reason people are sharing less on social media – the old photos at 42’s and 5th Ave are still there but when they became parents’ life became work / family activities and nothing could be shared.
CONCLUSION ::: STAY CONNECTED
Whether it’s public shares or private shares in DMs – make it a conversation with those you care about
Real friends. Family. Small Businesses you know personally.
We talk a lot about loneliness, mental health, people being radicalised by rogue forces because of the feeling of being lost and disconnected.
This quote is from the World Health Organisation
““Even in a digitally connected world, many young people feel alone. As technology reshapes our lives, we must ensure it strengthens—not weakens—human connection. Our report shows that social connection must be integrated into all policies—from digital access to health, education, and employment,” said Chido Mpemba, Co-chair of the WHO Commission on Social Connection and Advisor to the African Union Chairperson. “
Next time someone you know is talking – give them more than thumbs up emoji or a kk. Definitely don’t be ignorant and silent. Find some shared connection and show an interest.
Maybe even suggest a meet up to do something memorable rather than a coffee catch up for 20 minutes.
And when you’re with them – be present rather than in the multiple private WhatsApp and Messenger Groups.
We can make the world more connected and supportive simply by caring about others.
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Connect And Talk Here – It’s good to talk!
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