14.04.2025 Media industry
Social Media in 2025. Generational Differences Are Crystal Clear
KFi
w wydaniu polskim
illustration: DALL-E"The 2025 Social Media Report" by Shauna Moran and Tyler Ashe from GlobalWebIndex is shedding light on how our online behavior is evolving. The conclusion? Users are tired, but they’re not quitting social media. They want more authenticity and less posing. And brands? Brands must adapt to a new reality - one shaped by artificial intelligence, micro-communities, and a culture of "imperfection."
Time for “Less, But Better”
More and more people are saying they’re cutting back on time spent on social media. And while this doesn’t mean a mass exodus, the trend is clear. In 2024, 31% of users said they had reduced their social media use. In comparison - only 23% said the same in 2020.
| Year | Percentage of Users Reducing Social Media Use |
|---|---|
| 2020 | 23% |
| 2022 | 28% |
| 2024 | 31% |
What does this lead to? Platforms like Instagram and TikTok are no longer just places for self-presentation. Users are now looking for valuable content, information, and even... peace. They’re tired of seeing yet another vacation photo in the “everything’s perfect” style. They prefer people they can relate to.
Authenticity and Everyday Life: A New Aesthetic Direction
According to the GWI report, one of the strongest trends in 2025 is moving away from perfectionism. “Raw,” spontaneous, and authentic content is now more engaging than carefully produced videos.
- 42% of users aged 16–24 say they value “relatable content” more than “aesthetic content.”
- 35% of respondents prefer following people like themselves rather than celebrities or influencers.
- On TikTok, “day in the life” videos - simple, unpolished, but honest - are gaining popularity.
There’s also a subtle frustration. Users feel pressure to create “pretty” content, even though they’re increasingly uninterested in doing so. Brands need to understand that professional campaigns don’t always win over a spontaneously recorded video at home.
Micro-Communities and New Gathering Spaces
The The 2025 Social Media Report clearly highlights the rising importance of closed and niche communities. In an overstimulated world, users are turning to smaller groups - where they feel safe, can be themselves, and talk without judgment.
- Reddit and Discord are gaining popularity among younger generations.
- 27% of internet users under 34 say they value “compact communities with shared interests.”
- Facebook Groups and Telegram channels are becoming quiet leaders in engagement.
Example? Beauty brand Glossier dropped big ad campaigns in favor of moderated user groups. That’s where the most valuable insights are born and new ideas are tested. In this transformation, communities are no longer just audiences. They become co-creators, testers, and brand ambassadors.
Most Used Social Media Platforms by Generation
| Rank | Gen Z (16–27) | Millennials (28–41) | Gen X (42–60) | Baby Boomers (61–78) |
|---|---|---|---|---|
| 1 | YouTube | |||
| 2 | YouTube | YouTube | ||
| 3 | YouTube | |||
| 4 | TikTok | TikTok | TikTok | TikTok |
| 5 | x.com | x.com | x.com | x.com |
| Most Distinctive App | Snapchat | Threads | Kuaishou | Nextdoor |
Artificial Intelligence - Partner or Rival?
You can’t talk about social media today without mentioning AI. According to the GWI report:
- 39% of users have used AI tools to create content on social media.
- 48% of millennials believe AI helps them be more creative.
- The most commonly used tools are chatbots for post creation, photo editors, and music generators.
This trend comes with challenges. On one hand, AI democratizes creation - anyone can now create, edit, and publish like a pro. On the other hand, questions about authenticity and originality arise. Will audiences want to consume “machine-made” content?
It’s also worth noting that AI is changing how platforms work. Algorithms are getting more advanced, able not only to suggest content but to predict user needs.
Influencers Face a Trust Crisis
Although the influencer marketing industry is still growing, its landscape is shifting fast. In 2025, audiences are much more sensitive to fakeness and artificiality.
Here’s the new list of expectations for online creators:
- Transparency in collaborations and sponsored content.
- Real stories instead of polished success narratives.
- The ability to engage in dialogue with followers.
Interestingly, the report says 41% of people aged 25–34 trust micro-creators more than stars with millions of followers. This shift means that for brands, reach is no longer everything - credibility matters most.
In this context, the rise of “creator economy 2.0” is key - a model based on long-term collaboration and relationships, not just one-off product promotions.
The full GWI report "The 2025 Social Media Report" is available at https://www.gwi.com/reports/social-media-trends/
COMMERCIAL BREAK
New articles in section Media industry
Trust in social media. Youtube beats TikTok and X
Krzysztof Fiedorek
Do we really trust social media? A new study reveals major differences in how top platforms are rated. Trust goes where there's authenticity, not just algorithms. The role of people is growing while brand influence is fading.
Artificial intelligence in newsrooms. Three realities of the AI era in media
Krzysztof Fiedorek
According to a report by the European Broadcasting Union, many newsrooms already use AI but still do not fully trust it. Audiences do not want "robotic" news, and the technologies themselves though fast can be costly, unreliable, and surprisingly human in their mistakes.
Zero-click search 2025. The even bigger end of clicking in search engines
Bartłomiej Dwornik
Google is giving up its role as a web signpost. More and more, it wants to be the destination of the whole journey. ChatGPT and Perplexity are hot on its heels, changing the rules of the search game. AI Overviews is a card from the same deck. Only content creators are losing ground in this race.
See articles on a similar topic:
How the Media Talk (or Stay Silent) About Climate. Reuters Institute Report
Krzysztof Fiedorek
Although climate change is becoming increasingly noticeable worldwide, the media have failed to maintain growing interest in the topic. The report "Climate Change and News Audiences 2024" shows that audience engagement with climate topics has remained almost unchanged for several years.
Clickbait Uncovered. How Online Headlines Evolved Over 25 Years
Krzysztof Fiedorek
Researchers from the Max Planck Institute analyzed 40 million headlines from the past 25 years. They are getting longer, more emotional, and negative, with a clear influence of clickbait style. Even reputable media use strategies and tricks to grab attention.
Equality and Diversity in Media: European Broadcasting Union Report
KFi
European public media are increasingly focusing on diversity, equality, and inclusion (DEI) as the foundation of their operations. Public broadcasters in Europe are implementing diversity strategies - both in content and within their teams. The findings from the report are clear: although progress is visible, many challenges remain.
Disinformation and Fake News. Experts Discuss Challenges for Journalists
RINF
The pandemic, followed by the war in Ukraine, triggered a massive wave of disinformation in media and social channels. Experts at the Impact’22 Congress in Poznań and the European Economic Congress in Katowice discussed effective strategies to combat disinformation.
