menu
Weekly Online Magazine
ISSN 2544-5839
zamknij
Work In Media image

14.04.2025 Media industry

Social Media in 2025. Generational Differences Are Crystal Clear

KFi

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. According to latest GWI report, 31% of users said they had reduced their social media use. There’s also a subtle frustration.
Poczytaj artykuł wydanie polskie w wydaniu polskim

Social Media in 2025. Generational Differences Are Crystal Clearillustration: 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 Facebook Facebook Facebook
2 Instagram Instagram YouTube YouTube
3 Facebook YouTube Instagram Instagram
4 TikTok TikTok TikTok TikTok
5 x.com x.com x.com x.com
Most Distinctive App Snapchat Threads Kuaishou Nextdoor
* The “Most Distinctive App” is the one used significantly more by that age group than by other generations.


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.


SELF PROMOTION. Listen to the story of Al Fatat. Discover our #mediaHISTORY podcast

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/

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK
Work In Media

New articles in section Media industry

Dead internet theory is a fact. Bots now outnumber people online

Krzysztof Fiedorek
Already 51% of global internet traffic is generated by bots, not people. As many as two-thirds of accounts on X are likely bots, and on review platforms, three out of ten reviews weren't written by a human. Do you feel something is off online? It's not paranoia. In 2025, it's a reality.

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.

Disinformation ranks above terrorism as global threat

KFi
According to "International Opinion on Global Threats" by Pew Research Center, a median of 72% of adults across 25 countries view the spread of false information online as a major threat to their country. That number places disinformation at the very top of perceived global dangers.


See articles on a similar topic:

Media in Poland 2022. How Poles Watch, Listen, Read, and Surf the Web

Krzysztof Fiedorek
Nearly two million Poles have access to a TV but do not watch television. For radio, the analogous group amounts to 8% of radio owners. Two-thirds of Poles reach for printed press, even occasionally, while the number of mobile internet users exceeds desktop users by nearly three million.

Gen Z Will Force Brands to Tell the Truth. GWI Report and Forecasts

Krzysztof Fiedorek
They value authenticity and brand transparency, preferring socially engaged companies. Young people see technology as a tool for growth, not just entertainment. In relationships, they prioritize genuine connections despite being highly active online. What do we know about Gen Z, and what does this mean for marketing? And beyond.

Violence in Media and Child Rearing

Małgorzata Więczkowska
The influence of mass media on individuals is now an undisputed fact. There is no place today where this impact on religious, moral, political, social, or educational attitudes cannot be felt.

Women in media 2025. Editorial power knows no equality

KFi
Only 27% of editors-in-chief in the media are women, even though they make up 40% of journalists. In 9 out of 12 countries studied by the Reuters Institute, women in media are less likely to get promoted. It seems that equality in newsrooms is lagging behind broader society. And the gaps go much further.

More in the section: Media industry

Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Montreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement

Media Review 24/7




community

Facebook LinkedIn X Twitter TikTok Instagram Threads Youtube Google News Blue Sky Social RSS

Reporterzy.info - online media studies magazine. The world of communication from the inside. Media, journalism, PR and marketing. Data, reports, analyses, advice. History and market, law, photography, job offers.



Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

follow us 👉 on Youtube
Watch more 👇
#59sec REPORT SHORTS
Read books and e-books

Read books and e-books

Okładka Understanding Media: The Extensions of Man
Understanding Media: The Extensions of Man
Okładka Media Control. The Spectacular Achievements of Propaganda
Media Control. The Spectacular Achievements of Propaganda
Okładka The 40-Day Social Media Fast
The 40-Day Social Media Fast
Okładka Social Media Marketing All-in-One For Dummies
Social Media Marketing All-in-One For Dummies
Okładka Beyond The Feed: A Social Media Success Formula
Beyond The Feed: A Social Media Success Formula
Okładka Hate, Inc.: Why Today`s Media Makes Us Despise One Another
Hate, Inc.: Why Today`s Media Makes Us Despise One Another
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o25