Is Social Media Still Social Or Just A Trend Now

Is Social Media Still… Social?

Scroll. Tap. Like. Repeat.

For a lot of us especially those of us who remember Facebook before the algorithm something about social media feels... different. Less personal. Less human. More like a stream of ads, trends, and influencer content than a place to actually talk to people we know.

So here's the real question: Is social media still social — or have we all just agreed to call it that out of habit?

If you're a marketing student, especially in postgrad studies, you're probably not just scrolling for entertainment. You're analysing. Observing. Preparing to work with these platforms in a professional context. And that means understanding how they’ve evolved — and what that means for marketing strategy in 2025.

From Connection to Content Machine

Let’s rewind.

Originally, social media was built around relationships. Facebook was for friends. Instagram was for your life in pictures. Twitter was where conversations happened in real time. These platforms were people-first.

But today? They’re content machines.

You're more likely to see a 3-second clip from a creator you don’t follow than a genuine update from someone you went to uni with. Algorithms have taken over the feed, and their job isn’t to show you people — it’s to keep you on the platform.

That means the “social” part of social media now competes with viral trends, AI-generated posts, and brands trying to squeeze engagement out of a saturated audience.

So Where Are the Real Conversations Happening?

Not where you might think.

The public side of social media — the feed, the comments section, the reels — feels loud. But the real social interaction? It’s moved into quieter spaces:

• Group chats

• Private Facebook groups

• Discord communities

• Reddit threads

• DMs

These are the new “social networks.” They’re harder to track, more personal, and mostly closed off to marketers.

And that’s important to understand. Because if you’re building campaigns, chasing likes, or reporting on engagement — you might be measuring activity, but missing real connection.

What This Means for Marketers (Like You)

You're not just a consumer of social media — you're studying it, maybe even managing it already. So here’s the takeaway:

Social platforms are now attention platforms. They reward what keeps people watching — not necessarily what gets people talking.

Reach is easy. Relevance is harder. Viral content might hit millions. But is it meaningful? Is it memorable? For the right people?

Audiences want honesty. In a world of polished feeds and paid partnerships, the brands that still speak like humans stand out.

The “real” social layer is invisible to metrics. People screenshot tweets and send them in DMs. They vent in private group chats. They trust micro-communities more than brands.

If you’re building your career in marketing, understanding this dynamic gives you an edge. You're not just learning what works — you're learning why people care.

Why This Matters More in Perth

Perth isn’t Sydney or Melbourne. Our market is smaller, our networks are tighter, and word-of-mouth still matters. That’s a strength.

Here, you can actually know your audience. And they can know you. For brands in WA, this means there’s still room to build real community — not just broadcast content into the void.

Smaller budgets don’t mean smaller impact — they mean you have to be smarter, more focused, and more human in how you show up.

So… Is Social Media Still Social?

It can be. But not by default.

The “social” in social media doesn’t live in the feed anymore. It lives in how people respond to what they see — in private, with people they trust. Your job, as a future marketer, is to understand how to work with that reality — not against it.

So keep watching. Keep questioning. And remember: marketing isn’t just about reach or clicks — it’s about people.

Need a hand navigating all this? We’re a small digital agency based in Perth, working with local businesses that want to do marketing with a bit more substance. No fluff, no jargon. Just thoughtful strategy, built for people.

Would you like a version of this blog optimized for SEO (title tags, meta descriptions, keywords)? Or adapted for LinkedIn or Medium? Let me know — happy to tailor it further. #TheDigitalMarketingCrew #ECUMKT5325 (Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University).