Social media has changed a lot throughout the years. What started as a way to connect with family and friends soon became a place full of ads, memes, and information flooding our feeds daily.
And it can be exhausting.
Being tired of social media is nothing new. Academic research, surveys, and reports from different sources provide data on social media exhaustion (also referred to as social media fatigue) and why people feel tired of or overwhelmed by it: according to a 2022 survey by Deloitte, 40% of users reported feeling overwhelmed by the amount of content on social media.
How Does This Affect The Marketing World?
For starters, being overwhelmed, drained, or fatigued by the constant use of social media platforms can lead to reduced engagement, taking breaks from social media, or even quitting platforms altogether. Of course, if people leave, reach plummets, and so does engagement. With lower engagement, the cost of advertising might be higher, while organic efforts might not work.
When users experience social media exhaustion, they are more likely to scroll past ads, ignore sponsored content, and unconsciously tune out ads, making them less responsive to even well-targeted promotions. When someone is tired of social media, it might become easier to be overwhelmed by ads, and they may become distrustful or frustrated with brands that interrupt their experience. This leads to more ad blocking, negative brand perception, and higher unfollow rates for business pages.
An Audience Tired of Social Media Needs Creativity
Look, when you feel tired, the least you want is more of the same—and your audience probably feels the same. When audiences are exhausted, creativity becomes a crucial differentiator. Getting your audience’s attention through authentic experiences will ensure your brand stands out over all the noise people are exposed to online. Don’t be scared to be unexpected and authentic when it comes to your content:
- Break the Monotony.
- Build Emotional Connections.
- Encourage Participation & Sparks Conversations.
- Promote Respect to Your Audience’s Time.
- Build Trust.
Your audience’s needs, preferences, and pain points should inspire your content. At the same time, listening to feedback and staying culturally aware are ways to create better content and more impactful campaigns. A study by Global Web Index found that 64% of Gen Z users prefer brands that entertain them over those that sell products.
New Forms of Advertising and Promotion
It is not easy to market to people who are low-key tired of social media. As a brand looking to get noticed, creating a culture that encourages risk-taking and experimentation is a must.
Not every idea will work, but the ones that do can make a huge difference.
Brainrot Content in Advertising
We have to be the first ones to admit that we love brainrot content. Gen Z and Gen Alpha coined the term, which describes content that captivates but is mindlessly entertaining—like those TikTok videos of someone playing Subway Surfers while narrating a Reddit story. We can spend HOURS watching those (special mention to our friends at Scalling Stories), and, of course, this can be used for promoting.
Brainrot content is a response to the oversaturation of polished, traditional ads and endless online content. It embraces absurdity, humor, and unpredictability to grab the attention of audiences who are overstimulated, bored, and resistant to traditional advertising
Why Brainrot Content Works for Marketing:
- It disrupts traditional advertising norms, making any campaign stand out.
- It increases shareability, as it taps into internet humor and pop culture references.
- It embraces imperfection, making brands feel more human and relatable.
Experience-Driven Marketing
Just watching is no longer the only option. Experience-driven marketing gives people the opportunity to participate more actively online. The goal is to create immersive, memorable interactions rather than simply pushing products by using live events and pop-ups that allow customers to engage with brands in real life, augmented reality (AR) and virtual reality (VR) experiences—like those little filters on TikTok that allow you to do small challenges or games—that transform digital interactions into something more engaging along with the gamification elements to keep audiences invested.
People do not necessarily go online just for content—they are looking for experiences and to create moments that resonate deeply with them. Passive scrolling and aimlessly going from video to video is boring, and more interactive and immersive experiences are what reignite interest and engagement.
Other Options Outside of Social Media
We cannot talk about social media fatigue without exploring options outside of social media to combat it such as having an email list, subscription-based content, and building exclusive online communities.
As we mentioned in an article back in March of last year, an email list is always a must. The idea is to reduce reliance on social media platforms in general—because you know, they can at times go down and hinder your advertising efforts—and as well to reduce ad fatigue: newsletters (Substack, Revue) can be a good way to deliver exclusive content in a space free from algorithmic interference.
On the other hand, we have private communities—YES, people still use Facebook Groups unironically. Places like Discord servers, Telegram groups, and private Facebook groups are a way for you to nurture your current audience and cultivate loyal communities while engaging in meaningful interactions beyond fleeting social media posts.
Another option is membership programs, which many platforms like YouTube and Instagram now offer. Offering subscribers perks such as early access to products or services, special discounts, or behind-the-scenes content encourages long-term engagement and can be a good way to monetize your brand while avoiding social media fatigue.
Social media exhaustion will continue to shape your audience’s behavior. It is okay and understandable to be tired of social media—both you and your audience are going to need a break every now and then. It is no longer about fighting for attention but about earning it through creativity, authenticity, and engagement.
Only those who adapt will thrive.
