A recent Gartner survey has shed light on a concerning trend: over 50% of consumers are poised to either abandon or drastically curtail their engagement with social media platforms by the year 2025.
The potential exodus of consumers from social media platforms signifies a monumental shift in consumer behavior and perception. The underlying reasons, including the propagation of misinformation, the prevalence of toxic user communities, and concerns surrounding the integration of artificial intelligence, paint a picture of growing discontent and disillusionment among social media users.
The perception of social media platforms deteriorating compared to previous years, as echoed by more than half of the surveyed consumers, indicates a critical juncture for the industry.
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Emily Weiss’s remarks noted a deliberate effort by consumers to curtail their interactions on these platforms, showcasing a fundamental change in their relationship with social media, marked by reduced content sharing and engagement.
“Social media remains the top investment channel for digital marketing, but consumers are actively trying to limit their use,” said Emily Weiss, Senior Principal Researcher in the Gartner Marketing Practice.
“A significant slice says that, compared to a few years ago, they are sharing less of their own lives and content. As the nature of social media use and the experience of the platforms changes, CMOs must refocus their customer acquisition and loyalty retention strategies in response,” Weiss added.
The looming specter of Generative AI’s increased use in social media has further fueled apprehension among users. The survey’s revelation that over 70% of consumers fear a negative impact on user experience due to greater GenAI integration raises significant red flags for the industry.
This collective concern about AI extends beyond social media, with a potential shift toward seeking out AI-free brands or interactions, indicating a significant shift in consumer preferences.
“A subsection of brands will shun AI and prioritise more human positioning. This ‘acoustic’ concept will be leveraged to distance brands from perceptions of AI-powered businesses as impersonal and homogeneous,” explained Weiss.
Moreover, the forecasted 50 percent decline in organic search traffic for brands by 2028 due to the rise of Generative AI-powered search engines presents a crucial challenge for Chief Marketing Officers. This anticipated disruption demands a strategic overhaul in how brands approach their digital marketing strategies, underlining the need for adaptability and innovation in navigating a changing technological industry.
The implications of these shifting consumer sentiments are profound for the social media industry. Platforms will likely face increasing pressure to address the root causes of user dissatisfaction, such as misinformation and toxic content. Stricter content moderation, transparency, and enhanced AI governance mechanisms might become imperative for platforms to regain user trust and loyalty.
Brands and marketers, on the other hand, will need to reevaluate their digital marketing approaches. The expected decline in organic search traffic requires a pivot towards alternative marketing avenues and innovative strategies to engage consumers effectively.
Overall, analysts believe that the changing consumer sentiments towards social media platforms, driven by concerns over misinformation, toxicity, and AI integration, calls for a fundamental rethinking of strategies and operations within the industry. Adapting to these changes will be pivotal for platforms and businesses alike to sustain and thrive.