When Social Gets Lonely: Perth Marketing’s 2025 Challenge.

As digital marketing professionals in Perth, we rely on social media not just to promote brands, but to build communities, foster engagement, and spark conversation. Yet in 2025, many marketers are noticing a worrying trend: social media feels less social. While platforms continue to grow, meaningful interaction is on the decline.

Here’s why this is happening and what it means for Perth marketers.

1. Algorithm-Driven Feeds Reduce Genuine Engagement

Social media platforms increasingly prioritize content that maximizes clicks, views, or ad revenue. For Perth marketers targeting local audiences, this often means authentic posts from brands or individuals are buried beneath trending or sponsored content, limiting the social interaction that fuels engagement metrics.

2. Private Messaging Channels Are Dominating

Many professionals and consumers now prefer private communication channels such as LinkedIn DMs, WhatsApp, and Slack groups. While these spaces support closer connections, they reduce visible social interaction on public feeds, making social media feel quieter and less interactive.

3. Digital Fatigue Is Real

Content overload, constant notifications, and algorithm-driven feeds are contributing to digital fatigue. Perth audiences are increasingly scrolling passively or disengaging altogether, reducing likes, shares, and comments—the very interactions that make social media feel social.

4. Highlight Reel Culture Limits Authentic Connection

Curated, polished content dominates social media feeds. While visually appealing, this “perfect life” culture discourages real, vulnerable, or authentic sharing. For marketers in Perth, it becomes harder to create campaigns that spark meaningful conversation rather than passive scrolling.

5. Smaller Market, Higher Scrutiny

Perth’s close-knit professional networks encourage caution online. Individuals and brands are wary of over-sharing or posting controversial content, leading to safer, less interactive posts. While this reduces risk, it also makes building online communities more challenging.

Turning Challenges into Opportunities

While these trends make social media feel less social, they also create opportunities for Perth marketers to innovate:

• Focus on Authenticity: Share behind-the-scenes content, real stories, and user-generated content.

• Leverage Private Communities Strategically: Use LinkedIn groups, WhatsApp lists, or Slack channels to deepen connections.

• Prioritize Engagement Quality: Measure meaningful interactions like comments, clicks, and conversions, not just likes or impressions.

• Encourage Conversation: Ask questions, host polls, and create shareable content that sparks discussion.

Social media isn’t failing—it’s evolving. By understanding why interaction is declining and adapting strategies accordingly, Perth digital marketers can reclaim engagement and turn passive scrolling into genuine connection.

• (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.).