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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.
Ads know you before you see them. Say hello to predictive AI analytics 👇
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
Television 2025. Report by the European Broadcasting Union
Krzysztof Fiedorek
Europeans are watching less and less television. In 2024, the average viewing time was 3 hours and 13 minutes per day. Only 54% of young people had any contact with TV, and public broadcasters held a 23% share. Television is losing relevance, especially among the youngest viewers.
Mobile games in Poland. Market value and forecasts
Newseria, KFi
In 2030, the number of mobile game users in Poland may exceed 7.1 million, and market revenue will approach 470 million dollars, according to Statista data. As the number of gamers increases, the market for mobile gaming devices is also expanding.
Paid journalistic content. Market trends and forecasts by Reuters Institute
Krzysztof Fiedorek
Only 18 percent of internet users pay for online news access, and the rate has not increased for the third year in a row. Norway sets records with 42%, while Greece does not exceed 7%. Globally, nearly one in three subscribers cancels after a year.
See articles on a similar topic:
Television, Trends, and Viewer Habits. EBU Report
Krzysztof Fiedorek
Young Europeans watch television for an average of only 72 minutes a day, and in some countries, less than 30 minutes. Traditional television is giving way to TikTok, Netflix, and YouTube. Viewer habits are changing dramatically before our eyes. What does this mean for the future of media?
How do we assess news credibility? Data analysis from 40 countries
Krzysztof Fiedorek
Are people defenseless against false information? Do they really fall for clickbait and fake news? A meta-analysis of 67 studies involving 200,000 people shows the problem is different than we thought. Instead of excessive gullibility, we are dealing with the opposite.
New Individual Mass Media (Mass Self Communication)
Grzegorz D. Stunża
In the latest issue of "Le Monde Diplomatique," there’s an article by Manuel Castells titled "Individual Mass Media." The author points out that media, once subjective and often party-affiliated (as with newspapers), only briefly moved away from one-sidedness when under various pressures.
Influencers 2024. Data, Facts, and Stories from the UNESCO Report
Krzysztof Fiedorek
As many as 68% of digital creators are nano-influencers. One in three has experienced hate speech, and over 60% do not thoroughly verify information before publishing. Moreover, only half disclose their content sponsors. The findings from the "Behind The Screens" report are both inspiring and alarming.
