Is Social Media Losing Its Social Side in 2025?

Social media was once about connection, conversation, and community. But in 2025, things look very different. For digital marketers in Perth, understanding why social platforms are shifting is key to creating strategies that still resonate with audiences.

Here are five reasons why social media is becoming less social:

A gravestone symbolising the decline of authentic connections online in 2025.

1. Algorithms Over Authenticity

AI-driven algorithms now dominate feeds. Instead of seeing posts from friends or brands we follow, users are shown what the platform thinks will keep them scrolling. That means genuine, organic engagement is harder to achieve — unless brands invest in paid reach.

2. Scrolling Over Speaking

Platforms like TikTok and Instagram Reels prioritise short-form, snackable content designed for consumption, not conversation. People are watching, liking, and moving on — but not stopping to comment, share, or discuss.

3. Privacy Shifts to Closed Spaces

With rising concerns about data privacy, users are moving into smaller, closed communities such as WhatsApp groups, private forums, and subscription platforms. This trend makes it harder for brands to engage at scale without appearing intrusive.

4. Fragmentation of Audiences

Younger generations are flocking to niche platforms, leaving legacy sites like Facebook behind. This fragmentation makes it more challenging to connect with audiences in one central space, forcing marketers to diversify their strategies.

5. Social Feels More Like Advertising

As organic reach declines, social feeds are increasingly filled with ads, branded content, and influencers. While this provides opportunities for marketers, it also means audiences view platforms more like digital billboards than spaces for community.

What This Means for Digital Marketers in Perth

The “social” in social media may be fading, but opportunities remain. By focusing on owned media, value-driven storytelling, and precision-targeted campaigns, Perth businesses can still build meaningful connections.

✅ Ready to Rethink Your Social Strategy in 2025?

At Pioneer, we help Perth businesses cut through the noise and adapt to the evolving digital landscape. Whether you need to refine your paid campaigns, strengthen your owned channels, or find new ways to build authentic connections, our team is here to guide you.

👉 Let’s start a conversation today. Contact us to future-proof your social strategy.

(Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University and has not been endorsed or otherwise approved by the organisation it promotes.)