Social media is dead? Here is the top five reasons why

The decline of authentic engagement: major platforms face disruption as digital marketing strategies shift in 2025.

Social media in 2025 feels less social than ever. Here are 5 key reasons why, and what Perth digital marketers can do to adapt and thrive.

Social media was once about connecting with friends, family, and communities. But in 2025, the “social” side of social media is fading fast. For Perth digital marketers, recognizing this shift is essential to building strategies that still cut through.

Here are the five key reasons social media is becoming less social — and what you can do about it.

1. Algorithms Prioritize Entertainment Over Connection

AI-powered feeds dominate in 2025, curating endless streams of short-form video, trending content, and sponsored ads. Personal updates from friends rarely make it to the top of the feed.

Takeaway for marketers: Build engaging, high-quality content and support it with paid strategies to ensure visibility.

2. Social Commerce Takes Centre Stage

Platforms are now seamless shopping hubs. With one click, users can purchase products without ever leaving Instagram, TikTok, or Facebook. While this creates opportunities for sales, it also shifts the focus away from conversation and connection.

Takeaway for marketers: Balance conversion-focused content with authentic storytelling to avoid audience fatigue.

3. The Rise of Private Digital Communities

From Slack groups to WhatsApp channels, people are moving into smaller, closed communities where genuine conversations thrive. Public feeds feel noisy, while private groups feel personal.

Takeaway for marketers: Consider building or joining niche communities that align with your brand or industry.

4. Content Saturation Is Higher Than Ever

Billions of posts are uploaded daily, and AI-generated content only adds to the noise. This makes it harder for organic voices — including friends and small businesses — to be heard.

Takeaway for marketers: Focus on quality over quantity and use data to target the right audience at the right time.

5. Local Feeds Are Being Globalized

Even in Perth, feeds are dominated by global influencers, memes, and campaigns. Local stories struggle to break through.

Takeaway for marketers: Lean into local authenticity — showcase Perth’s lifestyle, culture, and people to stand out from generic global content.

Final Thoughts

Social media may be evolving away from its original purpose, but this doesn’t spell the end for digital marketers. Instead, it’s an opportunity to get smarter, more creative, and more community-driven.

(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 organization it promotes.)