Bhubaneswar: A major independent study conducted across 50 countries has revealed a significant drop in global social media activity—an unexpected reversal driven largely by the very demographic that once powered the digital boom. Out of a sample size of 250 million users, researchers found that overall engagement has declined by nearly 10%, signalling what analysts describe as a “digital fatigue” spreading rapidly among young people.
The trend, now popularly referred to as “Posting Zero,” reflects a behavioural shift in which users continue to browse but no longer participate actively. According to the study, the generation that grew up with smartphones and social platforms is increasingly stepping back from posting, sharing, and interacting online.
Experts point to three major factors behind this downturn:
1. The Rise of AI-Polished Content
Social media feeds are increasingly dominated by AI-generated posts, edits, and recommendations. The hyper-polished nature of this content has pushed many real users into the background. Researchers describe this phenomenon as “Enshittification”—a state where platforms become overly optimized, overly commercial, and progressively less human. As the internet gets more curated and artificial, young users are finding less authenticity and emotional connection online.
2. Participation Drop Despite High Usage
While people continue to spend hours scrolling, far fewer are posting. The passive consumption of content has replaced active engagement. For many, the pressure to maintain a social presence, coupled with fears of judgement and burnout, has pushed them into digital silence.
3. The ‘Dead Internet Theory’ Gains Ground
A growing portion of online activity is increasingly believed to be non-human. Automated traffic, bot accounts, and AI-generated engagement are estimated to make up a substantial share of interactions across platforms. With fake views and synthetic profiles flooding timelines, users feel drowned out by noise that doesn’t feel real.
The study notes that “the internet has never been louder, and the people have never been quieter,” highlighting a paradox of the modern digital ecosystem. Platforms originally created to connect real people are now struggling to maintain genuine human participation.
Analysts argue that reversing this trend may require a return to the raw, unfiltered nature of early internet culture—spaces where authentic stories, imperfect content, and real human experiences were the norm.
Whether social media can regain that human touch in an increasingly automated world remains an open question.
-OdishaAge
