Social media has long been a key powerhouse for digital marketing — drawing in billions of users, billions in ad spend, and offering brands instant access to audiences across the globe. But is that golden era starting to fade?
A recent Gartner survey involving 263 consumers (conducted between July and August 2023) reveals a surprising shift: over 53% of users feel social media has gotten worse compared to just a year — or even five years ago. So, what's behind this growing dissatisfaction?
Digital Marketing Still Bets on Social
Despite growing concerns from users, businesses continue to pour money into social media marketing. Platforms like Facebook, Instagram, TikTok, and X (formerly Twitter) still dominate advertising budgets due to their vast reach and advanced targeting options.
For brands, these platforms offer real-time engagement and detailed analytics — but the actual user experience is evolving, and not necessarily for the better.
What's Driving the Decline in User Sentiment?
So, why are users falling out of love with social media? According to the Gartner report, three major issues stand out:
1. Misinformation and Fake News
From clickbait headlines to AI-generated hoaxes, social platforms are struggling to police false content. Many users are growing weary of not knowing what's true — and what's been fabricated.
2. Toxic Communities
Comment sections and online groups that once encouraged connection are now often filled with negativity, trolling, or divisive debates. This toxicity can make social media feel more draining than enjoyable.
3. Bots and Inauthentic Engagement
The rise of bots, spam accounts, and AI-generated content has cluttered feeds and eroded trust. Users want real interactions, but instead find themselves questioning whether posts and followers are even human.
What Does This Mean for Businesses?
For businesses, this signals a need to adapt. If users are less engaged — and more skeptical — brands will need to focus on building authentic, trustworthy, and value-driven content.
Here are a few strategic takeaways:
- Prioritise quality over quantity: Thoughtful, meaningful posts will stand out more than daily noise.
- Foster community: Use your platforms to encourage dialogue, not just broadcast messages.
- Diversify your channels: Consider balancing social efforts with email, SEO, and content marketing.
The Future of Social Media Marketing
Social media isn't going away — but it is changing. The platforms that adapt to user concerns and prioritise trust, transparency, and safety will likely retain their edge. For marketers, this is a wake-up call: people want more than just ads. They want authenticity.
As user trust declines, brands that stay human, helpful, and honest may end up winning the long game.
Contact Codeguys to see how we can boost your digital marketing.
