po polsku
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
Health disinformation on the internet. Diagnosis from an algorithm
Katarzyna Czechowicz
Health disinformation can cause a cancer patient to see a doctor when it is too late for effective treatment. It can also undermine trust in doctors and public institutions. As a result, people may refuse to cooperate even during a real external threat, experts warn.
Feminatives are not a given. How Polish women talk about their professions
SWPS
Polish women still rarely use female job titles. This comes from the latest report by the Center for Research on Social Relations at SWPS University. Women's professional activity proved to be a significant factor in using feminatives.
Who trusts articles written by artificial intelligence? Results of a study from China
Krzysztof Fiedorek
Young readers trust machines more than human writers. When they consume news, they prefer the cool objectivity of algorithms over human emotions. They believe that articles created by AI are objective. As they interact with these texts more frequently, they rarely notice any harmful biases in them.
See articles on a similar topic:
New generations and the end of traditional news. Reuters Institute report
Krzysztof Fiedorek
Traditional news media are losing touch with the youngest generation of audiences, who grew up in a digital environment. Young people aged 18 to 24 spend time online continuously and expect publishers to take a fresh approach to presenting reality, according to a report by the Reuters Institute.
Media Subscriptions to Replace Advertising. TMT Predictions 2018
BARD
Some publishers already consider attempts to generate revenue from online advertising a waste of time. According to the "TMT Predictions 2018" report by Deloitte, by the end of 2018, half of all adults in developed countries will have at least two online media subscriptions.
Digital Newspapers in Poland
Bartłomiej Dwornik
The three largest distributors of digital press editions in Poland sell around 270,000 e-magazine copies monthly, according to Money.pl analysis. Digital press is mostly read by experienced internet users, managers, and emigrants.
The most valuable female personal brands in Polish fashion. IMM report
KFi
The ten most popular people in Poland in the "fashion" category generate over 1.5 billion contacts across all types of media in a year. Their value is nearly 400 million zlotys. The ranking was prepared by the Institute of Media Monitoring for "Forbes Women" magazine.
