Tackling Social Media Fatigue

Tackling Social Media Fatigue. Social media usage increased during the pandemic of 2020, but as lockdowns eased, a 12% increase was reported in individuals using social media less than before. Gen Z is the most concerned about time spent on social media and is likely to use it less. Brands are addressing social media fatigue by encouraging healthy digital relationships and incorporating mental health into their strategies to retain audience attention and build strong relationships with customers.

This trend originates from the report:

BRAND WATCH - 2023 Digital Marketing Trends

Tackling Social Media Fatigue. Throughout the pandemic in 2020, social media usage skyrocketed as individuals looked for ways to fill up their free time and connect with others. However, this peak in users has seen an interesting shift since lockdowns began to ease.

According to a report by Global Web Index, since 2020, there’s been a 12% increase in individuals saying they use social media less than they used to. Brands are battling social media fatigue by encouraging healthy relationships with the digital world. Interestingly, Gen Z is the most concerned about time spent on social media, compared to other generations.

They’re also more likely to use social media less than they may have previously. In 2023, we’ll likely see an even bigger increase in users opting to avoid social media, or who actively monitor their social media usage. We used Brandwatch Consumer Research to dive deeper into the conversation online about people deciding to leave social media.

Between January and October 2022, interestingly, 53% of emotion-categorized mentions about wanting to leave social media were categorized as sad. Anger was the second most prevalent emotion, at 27% of emotion-categorized mentions. Many social media users state boredom as the largest factor for not deleting social platforms.

It seems many individuals no longer find as much value from social media, or are experiencing growing fatigue from extended use of these platforms. Brands are beginning to incorporate this social media fatigue in their digital strategies, offering ways for their audiences to find a break on their platforms. Here are some brands doing this well.

To succeed, brand should focus on keeping the little bit of attention of their respective audiences. In the same time, brands can shift at least some of the focus to account for mental health within your social strategy. Building a strong relationships with customers means they will likely pay more attention.