{"id":1156,"date":"2026-07-17T11:32:44","date_gmt":"2026-07-17T11:32:44","guid":{"rendered":"https:\/\/ilrickyverso.it\/?p=1156"},"modified":"2026-07-17T14:04:29","modified_gmt":"2026-07-17T14:04:29","slug":"fuga-dai-social-media-decay","status":"publish","type":"post","link":"https:\/\/ilrickyverso.it\/en\/fuga-dai-social-media-decay\/","title":{"rendered":"I'm not an oddity: social media avoidance is a global movement (and the data proves it)"},"content":{"rendered":"

When I started a year ago disconnect from social media<\/a>, and after various tests I arrived at the final formula of the RickyVerso<\/strong> as a personal blog, I felt a bit like a white fly<\/em>.<\/p>\n\n\n\n

In fact, I discovered a community made up of many people who can no longer stand being subjected to whims of algorithms<\/strong> and the rules imposed by someone who makes billions simply by deciding who can publish what, and how much visibility to give it.<\/p>\n\n\n\n

From a few people who read my reflections or my stories on Facebook & Co., scattered in a feed<\/em> which only rewards certain types of content, now there are a fair number of people visiting my blog why he wants to do it<\/strong>, and a significant portion comes directly from the online searches<\/strong> on some topic I deal with.<\/p>\n\n\n\n

It's not nostalgia, it's a prediction that came true<\/h2>\n\n\n\n

What seemed like a personal intolerance actually has a precise technical name in the world of market research: \u201csocial media decay\u201d<\/strong> (the decay of social media)<\/em>.<\/p>\n\n\n\n

In December 2023, the analytics company Gartner<\/strong> had predicted that by the end of 2025<\/a> Half of consumers reportedly abandoned or drastically limited their use of social media, driven by the perception that the quality of the platforms had deteriorated.<\/p>\n\n\n\n

\n

The 53% of users<\/strong> interviewees already believed that social media had "decayed" compared to the past, citing misinformation, toxicity and bots as the main causes, while beyond 70%<\/strong> He feared that further integrating generative AI into feeds would make matters even worse.<\/p>\n<\/blockquote>\n\n\n\n

By mid-2026, with data collected in the fall of 2025 on the table, we can say this without too many mincing words: that prediction came true<\/strong>, just not in the way everyone expected.<\/p>\n\n\n\n

No one has deleted their accounts en masse: social media users worldwide have actually grown to 5.66 billion (+4.81 TP3T on a yearly basis). The decline is not in the number of subscribers, but in the time that people actually dedicate to the platforms<\/strong>, and that's exactly the data that matters. Even Mark Zuckerberg, in April 2025, publicly admitted that the time spent on Facebook and Instagram had decreased. \u201csignificantly\u201d<\/em>. If he says so, maybe I'm not the odd one out.<\/p>\n\n\n\n

The Great Silence: Less Time, Less Sharing<\/h2>\n\n\n\n

The numbers of GWI<\/strong> They tell the same story from a different angle. For the second time in over ten years of surveys, the average daily time spent on social media is decreased globally<\/strong>, a reversal of the almost uninterrupted growth of previous years.<\/p>\n\n\n\n

The analyses conducted by GWI for the Financial Times<\/em> confirm that:<\/p>\n\n\n\n

    \n
  • Time spent on social media has reached peak in 2022<\/strong> and has been steadily declining ever since.<\/li>\n\n\n\n
  • Adults in developed countries have moved to about two hours and twenty minutes a day<\/strong> at the end of 2024 (a 10% drop from the peak).<\/li>\n\n\n\n
  • The most interesting fact is who is driving this decline: not the nostalgic boomers, but teenagers and twenty-somethings<\/strong>, that is, the historically most \u201cconnected\u201d users.<\/li>\n<\/ul>\n\n\n\n

    Social media is no longer \u201csocial\u201d<\/h2>\n\n\n\n

    The phenomenon has a structural cause, not just an emotional one. Algorithms have progressively replaced the content of friends and relatives with sponsored posts, commercial influencers, and advertisements, transforming feeds into advertising windows<\/strong> more than in relational spaces.<\/p>\n\n\n\n

    It is no coincidence that, according to the most recent data, social advertising spending has fallen to\u201911.3% of the total marketing budget<\/strong>, the lowest level in seven years: brands are also turning around their portfolios.<\/p>\n\n\n\n

    It is exactly the dynamic that I had intuited when speaking about the \u201cwhims of those who decide who can publish what\u201d<\/em>: the platform is no longer the place where people talk to each other, but the place where people are sold to advertisers<\/strong>.<\/p>\n\n\n\n

    Even the youngest are fleeing<\/h2>\n\n\n\n

    If you thought this was a battle only for those over thirty, the data from Pew Research<\/strong> they dismantle the idea:<\/p>\n\n\n\n

      \n
    • Facebook use among American teenagers is collapsed from 71%<\/strong> of 2014-2015 to just the 32%<\/strong> in 2024.<\/li>\n\n\n\n
    • Only the 20%<\/strong> some teenagers still use it on a daily basis.<\/li>\n\n\n\n
    • X (formerly Twitter)<\/strong> It went from 33% to 17% in youth penetration in the same period.<\/li>\n<\/ul>\n\n\n\n

      Even the Gen Z<\/em>, a supposedly "social-native" generation, is showing strong signs of fatigue. Among the most common complaints collected by analysts are:<\/p>\n\n\n\n

        \n
      1. The information overload<\/strong> (29%)<\/li>\n\n\n\n
      2. There perceived dependence<\/strong> (27,2%)<\/li>\n\n\n\n
      3. THE'\u2019negative impact on mental health<\/strong> (22,4%)<\/li>\n<\/ol>\n\n\n\n
        \"Un
        A return to \u201cacoustic\u201d authenticity: when disconnection becomes a space of freedom.<\/figcaption><\/figure>\n\n\n\n

        The future is \u201cacoustic\u201d<\/h2>\n\n\n\n

        Gartner has coined an almost poetic term to describe this counter-trend: \u201cacoustic brands\u201d<\/strong> (acoustic brands)<\/em>, that is, companies that choose to position themselves precisely on the absence of algorithms and the balanced use of artificial intelligence in their relationships with the public.<\/p>\n\n\n\n

        The forecast is that by around 2027 the 20% of the brands<\/strong> will focus on this authenticity \u201cwithout filter\u201d<\/strong> as a distinctive feature, appealing to an audience increasingly wary of entirely machine-generated content. In a certain sense, this little blog, without knowing it, was ahead of this trend.<\/p>\n\n\n\n

        Real-world cases confirm that the strategy works even outside the world of personal blogs:<\/p>\n\n\n\n

          \n
        • Lush Cosmetics<\/strong> abandoned Facebook, Instagram, TikTok and Snapchat in 2021, giving up over 12 million followers, and saw sales grow by 20%<\/strong> in the UK the following year.<\/li>\n\n\n\n
        • The chain Wetherspoons<\/strong> deleted over 900 local social media accounts, but still recorded a growth in revenue of 7%<\/strong>.<\/li>\n<\/ul>\n\n\n\n

          They are not exceptions: they are a pattern<\/em>.<\/p>\n\n\n\n

          Less scrolling, more stories<\/h2>\n\n\n\n

          Our newsletter \u201cLess scrolling, more stories\u201d<\/strong> and the choice not to bend to Meta's rules are not nostalgic whims, but part of a global movement documented by those who study digital behavior on a scale of hundreds of thousands of people.<\/p>\n\n\n\n

          There is a segment of readers hungry for this slow, textual, human approach<\/strong> \u2014 and direct channels such as personal blogs and newsletters are exactly the place to intercept it, with a return on the relationship that the same market analyses place well above that of cold social advertising.<\/p>\n\n\n\n

          <\/p>","protected":false},"excerpt":{"rendered":"

          When I first started to distance myself from social media a year ago, and after several attempts, I finally settled on the RickyVerso formula as a personal blog, I felt a bit like an outsider. In reality, I discovered a community of countless people who can no longer tolerate being subjected to the whims of algorithms and the rules imposed by someone who makes a profit...<\/p>","protected":false},"author":2,"featured_media":1159,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kb_optimizer_status":2,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[316,508],"tags":[853,282,615,852,854,856,457,855],"class_list":["post-1156","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ia","category-societa","tag-acoustic-brands","tag-blogging-indipendente","tag-digital-detox","tag-fuga-dai-social","tag-gartner","tag-newsletter","tag-slow-web","tag-social-media-decay"],"yoast_head":"\nLa fuga dai social \u00e8 reale: perch\u00e9 il Futuro \u00e8 "acustico"<\/title>\n<meta name=\"description\" content=\"I dati lo confermano: la fuga dai social \u00e8 un trend globale. 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