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.
1049 journalists in Europe silenced by lawsuits 👇
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
Vulnerable to disinformation. Study of fake news in social media
KFi, azk/ bst/ amac/
As many as 58 percent of Generation Z individuals are unable to recognize fake news in social media. Among those over 65, this figure stands at 29 percent - according to a study published in Poland by NASK and the Praktycy.eu association.
Radio in Poland 2025. Analysis of listenership and listener behavior
Krzysztof Fiedorek
Radio attracts 17.3 million listeners in Poland every day, who spend over four hours with their receivers. Interestingly, as much as 86 percent of station time is listened to via traditional FM waves. Despite digitalization, the internet accounts for only 12.5 percent of the listenership share.
Tags, hashtags and links in video descriptions. Youtube SEO after Gemini AI update [ANALYSIS]
BARD
Once, positioning a video on Youtube was simple. It was enough to stuff the description with keywords and wait for results. Those days are not coming back. In 2026, the algorithm is no longer a simple search engine that connects dots. It is the powerful Gemini AI artificial intelligence that understands your video better than you do.
See articles on a similar topic:
Disinformation 2024. Major Threats According to the Global Risk Report
KrzysztoF
In 2024, the world will face several global threats, including disinformation, climate change, and armed conflicts. These three challenges will have a significant impact on the economy, society, and the environment. These findings come from the "Global Risks Report" by the World Economic Forum.
Algorithmic personalization study. Who and how understands digital media
KFi
Most internet users believe that everyone sees the same content online. Meanwhile, algorithms personalize messages so effectively that a young woman with higher education receives different information than her father. Researchers reveal who truly understands the mechanisms.
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.
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.
