HubSpot: Is Social Media Dying? What That Could Mean for Marketers

HubSpot just released another brilliant blogpost:

The social media boom of the last decade is over. It’s not that people are no longer using social media — they are. They’re just using it less, and engaging differently. In 2022, the average daily time spent on social media declined globally leading to a drop in organic reach for brands and creators. Per GWI, 54% of people use social media to connect with friends and family, and 27% of people use social media to keep up with news. What they aren’t necessarily hopping on social media to do is be sold to. However, social media platforms need users to spend as much time on their apps as possible and to continue buying from advertisers in order to remain profitable. In other words, social media users want to socialize and social media platforms want to sell, leading to a misalignment between a product and its customer base. Here are

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