Reflection time is approaching as the end of 2019 marks the end to not only another year, but an entire decade. Looking back, from the beginnings of social media  we’ve seen many networks and platforms come and go; some rising to take an everlasting spot in consumers’ lives, while others ultimately rising only to eventually meet their demise. As the social media landscape continues to evolve, our online behavior will evolve with it. So what changes have we seen in the past 10 years?

The Rise of Dark Social:

One of the most significant changes we can see is a shift towards more private interactions between online users, giving the rise to what we now know as dark social. Long are the days when most interactions were visible to the public. Friends would predominantly write on each other’s profiles, update their status, and put themselves and their relationships out there for the world to see. Now, with private messaging applications like WhatsApp, Facebook Messenger, or Instagram/Twitter Direct Messaging, more and more people are taking their interactions behind the scenes. According to Global Web Index, when sharing content, 42% of users prefer to sharing through private messaging, specifically Facebook Messenger or Instagram Direct Message. For special occasions such as holidays 42% of people are comfortable with posting publicly on social media, however 32% would still prefer to send their pictures through private messaging.

With data breaches and leaks that have plagued the social media world in recent years, it’s easy to see why user behavior is shifting towards more private means of communication as 3 out of 5 social media users are worried about their online privacy. The good news is that the social media world is adapting, providing brands with more opportunities to reach audiences where they are at.

Utility

Social media is no longer purely social. What started as a tool  to connect with peers has quickly grown into a platform for many uses, and user behavior seems to be straying away from social media’s original purpose. The numbers show that while in the U.S. and UK a majority of users still use social media mainly to keep in touch with their peers, on a global level, the majority of users use social media to keep themselves informed or entertained. These trends are only predicted to grow, specifically with platforms such as Instagram and TikTok. When trying to reach our consumers, it’s important to take these shifts into consideration and adjust where and how we are creating and publishing content.

Screen Time

One of the most important changes we’ve seen is a shift towards well-being centered online consumption. In the last ten years, as social media became an integral part of our lives, users and researches  have become more aware of the impact that social media has on people’s lives. As studies show the negative impacts that social media can have on mental health, along with the many privacy and transparency concerns that have come up in regards to social media, users are choosing to take a step back and decrease their social media usage. This is specifically true for younger audiences. Global Web Index studies show that 46% of 16 to 24 year-olds have already began using social media less compared to 34% of 55 to 64 year-olds. Similarly, this younger demographic has shown a greater  inclination towards deactivating social media accounts compared to older users.  In terms of gender, women are more likely to reduce their time spent on social media compared to men, while more men are prone to deactivate their accounts compared to women.

It’s important to know the past in order to figure out where we’re going. Ten years ago we were still in the process of figuring out the ins and outs of social media, as well as the opportunities and capabilities that they’d provide. In the face of controversy, these changes in online behavior show that users are beginning to take control over how they use social media. As users become more private, and mindfully limit their time on social platforms, it’s important for marketers and brands to evolve with consumers and their needs. 

source: blog.globalwebindex.com