the problem of social media burnout_
Many are leaving facebook, Twitter and other social media platforms. Why? For a number of reasons, including privacy concerns and commercialisation, as well as concerns about negative health effects.
34% of “generation z” users, born between the mid 1990s and early 2000s, are leaving social media, with many citing feelings of anxiety and depression, the sense of missing out and negative impact on self-esteem as drawbacks of platforms like Twitter and Facebook. The reasons given for leaving social media include the time wasted, privacy concerns, a lack of use or interest and negative content.
It should be a cause for concern for social media companies that young people are turning away from them, especially since younger people are still more likely to use social media. But it’s unclear how many will permanently leave the platforms they’re on. They may instead opt to take a break from social media. This is more likely because many people also acknowledge the benefits of social media: from making and maintaining friendships to networking and keeping ahead of the news.
Why Does Burnout Happen?
Why do so many people get burnt out from social media? One explanation is that social media is compulsive, and the constant and continuous use of social media, which can be almost habitual, will leave you feeling run down and exhausted.
Another explanation is that social media content tends to have a “negativity bias” because negative messages are more likely to be memorable, shared and commented on. We tend to be more concerned when things go wrong than when they go as we planned, because those require attention.
Finally, the requirement to multitask different platforms and sift through information necessitates an ongoing high level of concentration that can be mentally draining.
How to avoid burnout
So how can we avoid burnout? If you can use marketing to help customers and users to avoid burnout, that could potentially improve loyalty and get people interested in your brand. It would also mean that you can cut through the drone of negativity and monotony on social media, which could become a USP and differentiate you from competitors. Here are a few ideas for doing just that:
A positive message and feel-good tone can not only endear people to your brand, but help to make the internet a more welcoming place in general. This can mean something as simple as sharing a funny video or telling a joke, or expressing the upsides of your brand and products. However you do it, focus on the positives.
Show people what they want to see, and use targeted advertising to make it relevant to them. Through Search Engine Optimisation, through local advertising campaigns and two-way communication, make your users feel like you’re talking to them directly.
People don’t want the same ads or they’ll get tired of it. Make sure your content is interesting and stand out, that way you’ll focus attention on your campaign. Don’t be afraid to try new things; every great idea was new at some point.
An integrative approach.
Integrate social media across different platforms, so that people don’t have to take a long time to get to the content they want from you. They can use the extra time they have to buy your products, and recommend your brand to everyone they know!