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Social media changes rapidly, with platforms rising and falling as user preferences evolve. These apps heavily rely on algorithms which need to adjust as trends change, controversies arise, and competitors emerge.
In this case, 2025 was an exceptionally innovative year. As statistical data indicates signs of user fatigue became one of the highest ever: global average daily time spent on social media has declined slightly for two consecutive years (GWI 2025 report: from ~145 minutes in 2023 to 141 minutes in Q3 2025).
State of Social Media in 2025: An Overview
The world is also seeing a slow but sure change in social media use particularly in younger users. We saw a shift toward niche or private spaces (Sprout Social Pulse Surveys). This leads to low engagement rates (averaging 0.04–0.2% on major platforms, as per Rival IQ and Hootsuite 2025 benchmarks).
Popular apps such as TikTok, Instagram, and YouTube continue strong growth, driven by short-form video (projected to account for ~82% of internet traffic by end-2025, with short-form dominating consumer attention).
Meanwhile, several established apps show stagnation or decline in key metrics like user growth, time spent, and youth adoption. Here are five apps experiencing notable challenges, based on 2025 data and trends, likely to see further diminished mainstream relevance by 2026.
1. X (Formerly Twitter): Ongoing User and Advertiser Decline
X has faced significant challenges since the 2022 ownership change and rebrand. Daily active users declined approximately 10–16% year-over-year from 2023–2025, with advertiser revenue dropping sharply (estimated billions lost cumulatively). Engagement has decreased amid content moderation shifts, and the platform has lost ground to alternatives like Threads (400M+ Monthly Active Users or MAU) and Bluesky.
Since Elon Musk’s 2022 acquisition and rebrand to X, the platform has been plagued by high-profile controversies. Content moderation shifts, i.e., reinstatement of banned accounts, reduced enforcement against hate speech/misinformation, alienated many users.
Pew Research (2025) shows U.S. adult usage flat or declining (21-22%), with youth (18-29) dropping from 42% to 33% YoY. Advertiser exodus cost billions (Guardian/Yahoo Finance estimates), and scandals (e.g., amplified misinformation, bot surges) eroded trust. Many cite “toxicity” as a key reason for leaving the newly-revamped company.
2. Snapchat: Slowing Growth Amid Competition
Snapchat built its identity on ephemeral messaging, camera first communication, and playful filters, allowing it to retain strong ties with Gen Z well after many rivals lost youth relevance. Pew Research data in 2025 shows more than half of U.S. teens still use Snapchat weekly, underscoring its continued role as a private, friend focused social layer rather than a public broadcast platform.
However, momentum has begun to slow. By late 2025, Snap reported daily active users of roughly 469 million, with year over year growth in the high single digits, a noticeable deceleration compared to earlier expansion phases.
While time spent on the app has remained relatively stable, competition for attention has intensified as teens increasingly prioritize short form video on TikTok and Instagram Reels. Much of Snapchat’s core innovation, including Stories and disappearing messages, has been widely replicated, with Instagram alone surpassing 500 million daily active users for Stories.
Although augmented reality remains a strategic differentiator, some analysts argue that Snap’s pace of visible innovation has slowed, while privacy conscious youth experiment with alternatives such as BeReal and Discord.
3. Facebook: Aging Demographics and Youth Exodus
Facebook retains massive scale with ~3.05 billion MAU as per Meta’s Q3 2025 data, but demographics are aging rapidly. Time spent by 18–34 users has declined (GWI 2025: ~22 minutes/day for 18–24, down from prior years), with Gen Z/Alpha viewing it as a “parents’ app,” and staying completely away. Attitude like this has affected the organic reach as one of the lowest, i.e., ~1–2% per post.
Despite its massive global scale, relevance among younger users is steadily fading as youth behavior shifts toward private messaging platforms like WhatsApp and Messenger and video first environments such as short form reels and creator driven feeds.
Analysts and media researchers note that younger audiences increasingly prefer closed, ephemeral spaces over public social networks, valuing intimacy, control, and authenticity over broadcast style posting. Persistent trust issues stemming from years of privacy controversies, misinformation concerns, and algorithmic manipulation have further weakened appeal among younger demographics.
4. Pinterest: Flat Growth in a Video-Dominated Era
Pinterest continues to stand out as a leading platform for visual discovery and intent driven inspiration, particularly across categories such as recipes, fashion, travel, and home design. As of the first quarter of 2025, the platform reported roughly 570 million monthly active users, underscoring its global reach and continued relevance for users seeking ideas rather than conversation.
However, growth has begun to level off, with year over year expansion hovering around 10 percent or less, reflecting a maturing user base and shifting consumption habits. Pinterest has responded by pushing video formats, noting that its Idea Pins generate roughly three times higher click through rates than static pins, but this shift also highlights the platform’s structural challenge.
Broader industry data projects video to account for approximately 82% of all internet traffic by 2025 (according to Cisco), and younger users increasingly gravitate toward immersive, algorithm driven formats on platforms like TikTok and Instagram for both inspiration and shopping.
5. Tumblr: Minimal Growth and Nostalgic Status
Tumblr reached its cultural peak in the early 2010s as a quirky, expressive hub for blogging and microblogging, at one point hosting more than 520 million blogs worldwide. That momentum sharply reversed after the platform’s 2018 ban on adult content, which triggered an estimated 20 to 30 percent drop in active users and fractured many of its core creative communities.
Subsequent ownership changes, first from Yahoo to Verizon and later to Automattic, further contributed to a period of limited investment and strategic drift, leaving the platform struggling to redefine its role in a rapidly evolving social media landscape. By 2025, industry estimates place Tumblr’s monthly active users between roughly 135 million and 213 million, with little evidence of meaningful growth.
Analysts point to a lack of major product innovation and stronger alternatives such as Reddit for topic based discussion, Discord for real time communities, and X for microblogging as reasons for its constrained relevance.
How Social Media Will Be in 2026
By 2026, social media is expected to look very different from today’s familiar feeds as user behavior, platform strategy, and cultural expectations continue to shift. Video will dominate engagement, with short form, mobile first clips accounting for the vast majority of social traffic, while platforms increasingly design experiences around rapid visual discovery rather than static posts. At the same time, public posting will continue to decline in favor of private and semi private spaces, with messaging apps and invite only communities becoming central to how people share, connect, and discover content, especially among younger users.
Artificial intelligence will play a larger role in shaping consumption, powering highly personalized feeds, discovery engines, and assistant like tools that guide browsing, shopping, and interaction. Social commerce will deepen as buying becomes embedded directly into content rather than treated as a separate activity. Underpinning all of this will be growing pressure around trust, safety, and authenticity, pushing platforms toward stronger moderation, transparency, and accountability as regulation and user scrutiny intensify.
