Social Media Trends

Social media is dead. Welcome to the era of interest media. Gary Vaynerchuk recently coined the term "interest media," and it's exactly the shift I've been observing. Social media is no longer about having a massive follower count, it's about creating highly engaging content that resonates deeply with specific interests. You no longer need a huge following to achieve significant views. This is the TikTok effect in action. TikTok’s algorithm changed the game by prioritizing quality and relevance over follower size. Now, platforms like Instagram, YouTube, and even LinkedIn are following suit. While large social followings still matter for brand relevance, partnerships, and sponsorships, they're no longer essential for achieving substantial visibility. What does this mean moving forward? -Quality Over Quantity: Content excellence and relevance are paramount. You don’t need millions of followers; you just need to consistently deliver value. -Targeted Reach: Algorithms now amplify your content directly to those genuinely interested, not just your followers. -New Opportunities: Creators and brands have unprecedented opportunities to engage deeply with niche audiences without needing a massive existing audience. We're living through a fundamental transformation of digital media. The shift to interest media is here to stay. At least until the next wave of innovation comes along. How do you see this shift influencing your content strategy moving forward?

I spend hours on TikTok to identify event trends watching what Gen Z is actually doing. And something massive is shifting in the events space. Young people are swapping out big conferences for hyper-specific interest communities: – Book clubs for international women – Young female professionals meetups – Walking social clubs – Photo walks And the list goes on… The pattern? – Keeping it small – No networking pressure – One very specific shared interest I'm seeing 90% show-up rates for these micro-events on social media vs. not seeing enough young professionals at business events I go to. Why? Because when you're passionate about something specific, you actually want to be there. Smart brands are already catching on offering their spaces and budgets to be where this community lives. This is the current state of professional networking: Connections happen when you connect over shared obsessions, not business objectives. Moving into 2026 event planning, remember this: The most successful events will be stepping into a room where everyone shares your vision, values, or drive. Where the connection comes first and business happens naturally after. How are you rethinking networking in your event design?

POSTING ZERO: WHY THE INTERNET STOPPED SHARING AND WHAT COMES NEXT By Ritu David - Inspired by Ravin MIRCHANDANI The Silence You wake up, scroll through your feed, and notice something strange. No breakfast photos. No weekend updates. No "just thinking aloud" tweets. Just silence. This is Posting Zero. The quiet collapse of public sharing. In 2015, Instagram saw 1.5 billion photos uploaded daily. By 2023? Less than half. We didn't abandon the internet. We just stopped performing. What Happened? The Death of the Digital Town Square Social media was supposed to be a party. Now it feels like a job interview where the interviewer is an algorithm, and the salary is attention. Platforms optimized for advertisers over humans. Organic reach collapsed. AI sludge flooded feeds with brands, bots, and "engagement hacks" that drowned real voices. The risk/reward calculation broke. A casual post could go viral for the wrong reasons or vanish unseen. Result: Lurkers now outnumber posters 10:1 according to Pew Research. Where Did Everyone Go? We migrated to spaces where we could be human again. WhatsApp groups exploded to 2 billion users, growing 300% in emerging markets. Sixty per cent of Gen Z now shares through private stories instead of feeds. Discord communities, Substacks, niche forums became the new gathering spots. Anywhere without algorithmic judgment. Why Brands Should Panic (But Strategically) 1. The CAC Crisis Customer Acquisition Cost is soaring because organic reach is dead. Meta's brand post visibility sits under 5%. Influencers lost trust as 72% of Gen Z ignores sponsored posts according to Morning Consult. Ads shout into voids while target audiences hide in DMs. 2. The Posting Zero Consumer This new consumer ignores feeds but checks DMs. They trust micro-networks of friends and small creators over brands and influencers. They reward intimacy. Eighty percent of purchases now start in private chats according to HubSpot. How to Win 1. Build 'Permission to Whisper' Shift 30% of budget to dark social channels like WhatsApp, Telegram, and email. One DTC brand grew 200% by moving VIP customers to a WhatsApp community. 2. Create Moments Over Content Stop posting filler. Host IRL experiences or private audio chats. Glossier's Slack community drove 40% of referrals. 3. Measure Trust Over Vanity Metrics Track DM replies instead of likes. Calculate Trust-Adjusted CAC by measuring the cost to earn a one-on-one conversation. The Reset Posting Zero signals the market correcting for authenticity. The next era belongs to those who earn whispers instead of screams. Feeds are dead. Private sharing is the new frontier. Brands must pivot to dark social, micro-communities, and trust metrics. The winners will be those who listen more than they broadcast.

Gen Z is moving away from feed-like platforms such as X and IG 📸 that don't prioritize genuine, close-knit connections.❤️ The trend among Gen Z? A pivot from one-to-thousands broadcasts 🌍 to more intimate peer-to-peer interactions👥. This shift is evident in the rise of platforms, from safe space blogs to apps promoting meaningful dialogues🗣️. For instance, Girlhood, co-created by Mia Sugimoto and Sophia Rundle, is a community-led blog guiding teens through various life challenges💡. Here, individuals can post anonymously on topics ranging from navigating a first breakup💔 to feelings of exclusion from group chats📱. The Girlhood team, made up of older teens and young adults, fosters a familial ambiance through their supportive and informal responses💌. This fills a growing gap, especially at a time when many parents rely on digital devices 📲 as distractions, rather than nurturing deeper connections with their children👨👩👧👦. A notable statistic: 65% of Gen Z expressed greater online confidence when using community-centric apps like Reddit, in contrast to feed-based ones like IG or X📊. AGAPÉ is making waves as a relationship wellness app💑, strengthening connections with friends, family, and partners through daily conversation-starter questions🤔. Another Gen Z favorite is Lapse, an invite-only disposable camera app📷. Users create a private roll, snap 36 unedited shots, and then eagerly await their "development" 24 hours later⏳. The overarching theme? A shift towards community-centric platforms responding to a cultural craving for more intimate and private social interactions💬. Recognizing this, I founded the GenZtea community (with another on the horizon)🌅. I It's a space designed for Gen Z builders to navigate personal brand development🚀, boost their social media engagement🔥, and explore partnerships🤝.✨📱🌐 #genzfounders #genz #genztrends #consumersocial #consumerapps

A recent study by The Financial Times made me pause and reflect on how today’s users are quietly reshaping their digital boundaries. The idea of “Posting Zero” reflects something many of us in media have noticed, people aren’t posting less because they don’t care, they’re just becoming more intentional. It’s not a walkaway from social platforms, it’s simply a rethink of how much we want to share and when. For a generation that’s lived most of its life online, stepping back isn’t rebellion. It’s just a way of taking a breather. The pressure to be visible, to keep up, to always have something to say, it can wear anyone out. Sometimes, the most natural response is to pause. When I look at how people are choosing to engage now, this doesn’t feel like a threat to social media at all. It feels like a natural shift. Audiences are redefining authenticity, not by how often they post, but by how genuine they feel when they do. Social media still plays a huge role, but the way people engage is becoming more selective, more mindful and in many ways, more human. That says something about where we’re headed. Do you think we’re moving towards a healthier relationship with the online world? I’d love to hear your thoughts. https://lnkd.in/gkpznjpi #SocialMedia #DigitalWellbeing

🛍️ 𝗙𝗿𝗼𝗺 𝗦𝗰𝗿𝗼𝗹𝗹𝗶𝗻𝗴 𝘁𝗼 𝗦𝗵𝗼𝗽𝗽𝗶𝗻𝗴: 𝗧𝗵𝗲 𝗦𝗲𝗮𝗺𝗹𝗲𝘀𝘀 𝗟𝗲𝗮𝗽 𝗼𝗳 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 𝗶𝗻𝘁𝗼 𝗘-𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲📈 #Socialmedia has transformed from a place for connection and content into a bustling digital #marketplace. This evolution has witnessed platforms like Facebook and Instagram integrating #shopping features, leading to a new shopping paradigm. 🌟 TikTok Shop - 𝘁𝗵𝗲 𝗹𝗮𝘁𝗲𝘀𝘁 𝗿𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗶𝗻 𝘀𝗼𝗰𝗶𝗮𝗹 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 TikTok, with its 1.67 billion active users, isn't just for dance challenges anymore. 😁 It's quickly becoming an #ecommerce giant. TikTok initially trialed Shopping with select Shopify merchants in US and UK, later expanding to Canada, but have since rolled it out on a broader scale. The feature's launch into e-commerce in the US was part of TikTok's strategic expansion, tapping into the booming #socialcommerce market projected to hit $67.32 billion in the U.S. in 2024. This past holiday season proved to be TikTok Shop’s first major test. According to TikTok, about 150,000 creators and sellers published shoppable videos or Live shopping streams during the #BlackFriday and #CyberMonday week. Furthermore, TikTok said over 5 million new customers made a purchase on TikTok Shop during that weekend — a result of 22.8 billion views across all shoppable livestreams and videos. 🌟How TikTok Shop Changes the Game: 🛍️ Integrated #ShoppingExperience: Users can browse and buy without leaving the app. Shopify integration means businesses can manage their TikTok campaigns alongside their e-commerce operations. 🔮 #PersonalizedDiscovery: The 'For You' page tailors product discovery to user preferences. 🎨 #CreativeFreedom: Brands can leverage unique, authentic content that resonates with the TikTok audience. 🌟Why This Evolution? 🔄 Consumer trends are shifting towards more #immersive and #interactive shopping experiences. 🎢 The seamless blend of entertainment and shopping caters to the desires of #GenZ and even #Millennials. 🔍 In the #fashion industry, several brands have effectively leveraged TikTok Shop to boost their online presence and sales. 🛍️ ASOS.com: Builds community with behind-the-scenes clips, fostering authenticity. 😂 Crocs: Embraces TikTok's humor with engaging, trendy content. 👖 #Levi’s: Balances trendy and educational content about denim and fashion history, adding a vintage brand feel. 🎥 ZARA SA: Attracts with visually captivating editing, showcasing stylish fashion. 👟 Nike: Strengthens community through interactive posts and interviews. 🏞️ The North Face: Shares adventure vlogs, aligning with their brand's adventurous spirit. 🛹 Vans, a VF Company: Connects with skateboarding culture, embodying youthfulness and boldness. ❓ 💬 Are you ready to tap into TikTok Shopping for your brand? Share your thoughts! #TikTokShopping #SocialCommerce #EcommerceStrategy #DigitalMarketing #RetailInnovation #FashionTech

200B Hours per month. TikTok just reversed its flatline. Instagram keeps taking share. And YouTube had a rare y/y decline on my monthly Social Media Mobile Time Spent scorecard, with data from Sensor Tower. Let's dive in: After months of stagnation, TikTok surged y/y 14% in July—its strongest growth in over a year. Instagram kept pace at +11%. Facebook continued bleeding at -5%. YouTube dipped -2% (likely because of tough comparisons against last year's Olympics). All of these platforms gained time spent vs Q2 average, both in the US and around the world; collectively they took 200B hours of our time in July. THE STORY BEHIND THE NUMBERS: This isn't just monthly variance. It's a fundamental shift in how platforms compete for creators' attention—and yours. TikTok's resurgence is likely driven by their push to include longer videos, live streaming enhancement (multi-guest and co-host features) and tweaks to the algorithm. It's also likely that the new Creativity Program, which requires videos higher than 1 minutes and promises much higher payouts, is having an effect. A highlight: their time spent in the US in July grew 11% from Q2 average (the highest of anyone) Instagram's consistent double-digit gains prove Meta's video pivot is working. They've essentially built TikTok inside Instagram while maintaining their core social graph advantage. WHAT THIS MEANS FOR CREATORS: → Platform diversification matters more than ever → Video-first strategies are table stakes → Engagement quality beats quantity → The "TikTok ceiling" narrative is reversing For media executives and investors (though this is not investment advice): These aren't just usage stats. They're leading indicators of where $300B+ in digital ad spend will flow. Anyone who doesn't read Streamonomics™ was surprised in Q2 by the sheer scale of Meta's revenue growth (+22%). Time Spent leads to Enterprise Value, but there are many paths to get there. Prediction: YouTube will still gain share on time spent on TV sets when Nielsen reports this Tuesday. (Why? Their US time on mobile was up 6% vs Q2 average; for them, time spent on mobile is a good predictor of time on TV sets, for reasons long-time Streamonomics readers are familiar with). Which platform are you betting on for 2025? And if you're a creator, or manage creators on TikTok, which other changes have they made that could be driving their increase in time spent?

I've noticed a shift in how people are showing up professionally and in just the past two weeks I've seen this amplified. Less emphasis on networking. More interest in community. Not community as a buzzword or a platform feature—but as a deliberate choice to spend time in rooms that feel thoughtful, relevant, and human. At its simplest, community today is less about proximity and more about shared curiosity and values. It’s not “who do you know?” so much as “who are you thinking alongside?” The timing isn’t accidental. Gallup reports that only about one in four employees globally feel engaged at work, and the U.S. Surgeon General has called loneliness a public health issue, noting that roughly half of adults report feeling lonely at least some of the time. Even for highly connected, highly accomplished people, something is missing. What work used to provide—identity, learning, informal connection—has become more fragmented. Algorithms give us reach, but not resonance. Content is endless; conversation is not. In that context, it makes sense that people are gravitating toward more intentional spaces. I see this across the beauty, health and wellness industry. Global industry moments like Cosmoprof North America last week in Miami, where people came together not just to transact, but to exchange perspective and shape what’s next. While at Cosmoprof, CEW held a dinner and meet up, and the community came out in droves! (Thank you!) Cosmetic Executive Women is an established organization where community is built through continuity, shared passions and interests and a desire for continued knowledge about our industry and womens' progress in it. I see newer, more intimate communities with new formats. Communities like Boys in Beauty started by Ian Michael Crumm , Roster Radio started by Ilina L. and even the event listening parties started by Jodi Katz of Base Beauty Creative Agency™ where groups gather to hear her record her @Where Brains Meet Beauty podcast. In each of these cases, the emphasis is on dialogue, inclusion, and collective thinking rather than scale. Different formats, same underlying need. What people seem to be looking for isn’t more events or more content. It’s: • context • continuity • and a sense that the room was assembled with care In a professional culture optimized for speed and visibility, community offers something quieter but more durable: the chance to learn out loud, ask better questions, and not feel like you’re navigating change alone. That may be why, right now, community feels less like a trend—and more like a response. I'd be interested to know what you think

TikTok just rolled out a feature that could disrupt the whole hospitality industry. Meet TikTok Go: The first major step toward social platforms becoming full-fledged booking engines. We've been saying it for years, social media has become the primary discovery engine for modern travelers. 81% of travelers use social for travel inspiration. Gen Z and millennials aren't starting on Booking.com or Expedia - they're scrolling through Instagram and TikTok, getting inspired by content. But until now, there's been massive friction in the discovery-to-booking journey. A potential guest discovers your property on social media, gets excited, wants to book, but then has to click through your profile, find your website, navigate to booking pages, and enter dates. At each step, you lose potential guests. But TikTok Go changes this completely. Here's how it works: Eligible creators can partner with hotels to create content and earn commissions when that content drives bookings. Users can now book hotels directly inside TikTok through a Booking.com integration. Each participating hotel gets a dedicated landing page showing prices, amenities, reviews, nearby attractions, and related TikTok videos. This is a fundamental shift creating several massive advantages: 1. Seamless Discovery-to-Booking: Guests inspired by your content can book immediately, eliminating the friction that kills most social media conversions. 2. Potentially Better Attribution: For the first time, we could have clear tracking from social content to actual bookings, solving the attribution blindspots that have plagued social media ROI calculations. 3. Creator Economy Leverage: You can tap into established creator audiences without building your own following from scratch. The program is already active in Indonesia and Japan, now rolling out across the U.S., with plans to expand beyond hotels into food, wellness, and other local services. We're witnessing social media platforms taking their first major step toward overtaking OTAs. The exact mechanics will evolve, but the change has been set in motion. Every major shift in hospitality creates a brief window where early adopters capture outsized returns. Websites in the 90s. Mobile booking in the 2010s. Social commerce in the 2020s. The hotels building serious social media followings today will be best positioned when these booking features become standard across all platforms. While most properties post occasional content and hope for the best, smart operators are treating social media as their primary guest acquisition engine. TikTok Go is just the beginning. What are your thoughts?

Why The Iconic New Generation Is Choosing Silence Over Posting 🤔 - - - - The Rise of “Posting Zero.” Something strange is happening online 👇🏻 The Iconic New Generation — the most digital-first group in human history — is suddenly going quiet. They’re still scrolling. Still watching Reels. Still snapping on Snapchat. Still consuming EVERYTHING. But many have stopped posting. The loudest generation just chose silence. And here’s the part that should make marketers sit down: 📉 A Financial Times study surveying 250,000 users across 50 countries found social media usage has dropped by almost 10% worldwide. Yes… even the algorithms are crying in a corner right now. So what’s going on? Here’s the anatomy of “Posting Zero”👇 1. Consumption > Creation (by a LOT) The new generation is online but invisible — they watch, not publish. For marketers, the audience is there… just not signalling. It’s like yelling into a room full of people wearing noise-cancelling headphones. 2. Judgment Anxiety Has Exploded “Will this get likes?” “Will someone screen-record it?” “Will this ruin my vibe?” They want presence, not exposure. Privacy is the new flex. 3. Algorithm Fatigue Is Real Platforms used to feel social. Now they feel scripted. The Iconic New Generation feels controlled by the feed, not connected by it. They’re tired of performing — and honestly, same. 4. Micro-Communities Are Dominating Public posting is out. Small circles are in. DM groups. Close friends lists. Discord servers. Niche subcultures. The next wave of influence isn’t public. It’s private, intimate, and untraceable. 5. Authenticity Isn’t a Trend Perfect is out. Real is in. Unpolished content wins trust. They don’t want content — they want context. 6. Brands Must Rethink Their Entire Playbook The old advice: “Post more, post everywhere.” The new reality: “Post less, say more.” Because when the world’s most active generation stops posting AND global usage falls 10%… your calendar is not your strategy anymore — your relevance is. 💡What This Means for Marketers (Read Twice) Your audience is still online — just quieter. Engagement will shift from public likes → private shares. Creators with community influence will outperform creators with big follower counts. Silence isn’t disinterested — it’s strategy. Influence has moved into invisible rooms. This isn’t a content drop. It’s a behavior reset. Have you noticed this shift on Instagram, Reels, or Snapchat? Drop your thoughts — I’m studying “Posting Zero” closely. 😅 #marketing #management #humanresources #branding