Last week, I stumbled upon a fascinating BBC video exploring a new surprising trend: people are starting to stop posting on social media. Not just the average user, but even influencers and creators are stepping back, rethinking their online presence.

And I realized that I’m just a user and I’ve stopped too.

It wasn’t a conscious decision at first. Just a growing sense of boredom. Every time I opened an app, I was bombarded by ads, irrelevant content, or yet another AI-generated video. The feeds feel noisier and emptier than ever.

Algorithms dictate what we see, but the experience feels oddly empty also because AI has amplified content creation to the point where we no longer know what’s authentic. And maybe, subconsciously, we’re tired of pretending. Of keeping up. Of creating for an algorithm.

As the journalist in the video explains, if you’ve found yourself posting less lately, you’re not alone. A quiet revolution might be happening.

And then, there are those who were never really online: according to the Digital 2024 Report, nearly 40% of the global population isn’t active on social media. And in Europe, a growing number of 30–45-year-olds are stepping back or quitting entirely. Here I am!

Some cite digital fatigue; others simply prefer to live without broadcasting. It’s also fun to evidence that some of the most creative and productive people are working quietly—off the grid. They’re not invisible; they’re just elsewhere.

About marketing

This global shift has implications also for marketing of course. Does it still make sense to spend hours crafting reels, writing perfect captions, or designing eye-catching carousels if people are offline?

Many marketers and creators are beginning to ask seriously how the future of social media could look like. This is why they stop posting.

Instead of massive platforms, people may gravitate toward private groups (on Discord, WhatsApp) where conversations feel more authentic and less performative. Think: quality over quantity.

With growing digital fatigue, the focus may shift from daily posting to intentional updates. Creators might share less often, but with more depth and meaning.

Or maybe the future of marketing isn’t more content—it’s better connection. Slower. Real. Human again.

You can read about digital minimalism on this blog also here and here. Books suggested Deep Work by Cal Newport & Flow by Mihaly Csikszentmihalyi.