According to Gartner, Inc., 50% of consumers will abandon or significantly limit their interactions with social media by 2025, recognizing the decline in quality of social media platforms. A Gartner survey of 263 consumers from July to August 2023 found that 53% would abandon social media interactions. of consumers believe the state of social media is declining compared to the previous year or five years ago. The main reasons for this decline were the prevalence of misinformation, a toxic user base, and the prevalence of bots. Concerns about the likely impact of His GenAI’s use on social media are high, with more than 7 in 10 consumers saying that further integration of His GenAI on social media would hurt their user experience. I agree.
“Social media remains Top investment channels for digital marketingBut consumers are actively trying to limit their use.” Emily WeissSenior Principal Researcher Gartner marketing practices. “There is a fair amount of sentiment that they are sharing less of their lives and content than they were a few years ago. As the nature of social media use and platform experience changes, CMOs are adapting to it.” They need to refocus their customer acquisition and loyalty strategies.”
Other Gartner predictions to help marketers adapt to the changing landscape in 2024 and beyond include:
