Social Media Fatigue

"Why go online?"

Friends are nowhere to be found online? Or perhaps, you may be asking yourself why you should go online.

Based on a recent Gartner study, a lot of people reported logging in to their favorite social media accounts less frequently. This is one of the symptoms of social media fatigue.


The causes

Social media fatigue occurs among people once it becomes 1) boring, and 2) threatening to user’s online privacy.

When people see no new content, and do the same activities online, social media becomes boring for them. People do not like too many posts which all contain nearly the same thing. They want fresh, exciting content on online places where they go to. They want new activities, and perhaps, even a new social media platform they can try.

A lot of people seemed to have not liked the innovations that Facebook has introduced, and is yet to introduce. However, this is something which can aid people who are suffering from social media fatigue. Then the case of Google +. As a new platform which may be explored, this may spark excitement among people.

Also, social media platforms can be sources of information about consumers which may be useful to marketers and advertisers. Users may grow weary due to this as they feel that the online world is no longer safe for them, and that they may not totally have control over the information which they share.

An “Oh no!” for organizations?

Social media fatigue has implications to organizational communication. As brands recognize social media as a powerful tool in reaching their consumers, they allot resources to establish their presence online. Brands’ efforts to communicate, and interact with their consumers online may be threatened by social media fatigue. Brands may be where their consumers are, but these consumers may be leaving already or making lesser visits.

This phenomenon then poses a challenge to brands to come up with messages, and content in general, which are fresh and exciting, and can engage their consumers.

People may occasionally experience social media fatigue. This seems pretty normal though. Brands then need to consistently provide content which is interesting or useful for their consumers. Because more likely than not, people will keep on coming back and log on to their accounts. As consumers may not be perennially online, brands need to treat every opportunity to communicate, and interact with their consumers a rare one. Thus, the emphasis on content, and consistency.






About Alyssa B
The Composer, Alyssa Batu, is a senior Organizational Communication student at the University of the Philippines Manila. “What is OrCom all about?” has been the most frequently asked [and answered] question for her since 2008. Three years have passed and she continues to discover answers to that question. Alyssa occasionally procrastinates (‘occasionally’ here is relative, btw :p ) because she either spent too much time with Detective Conan or baking.

One Response to Social Media Fatigue

  1. achijackie says:

    “As consumers may not be perennially online, brands need to treat every opportunity to communicate, and interact with their consumers a rare one. Thus, the emphasis on content, and consistency.”

    I agree that brands need content and consistency. Moreover, it needs a little bit of something to keep the consumers excited (like you said). The Net Gen is increasingly becoming impatient and this means that we need to put in extra effort in getting their attention.

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