When the internet became accessible to the general public in the 90s, no one had any idea of how impactful it would become. No one imagined access to digital music and movies, let alone social media, where they would be able to watch endless content.
Now, in 2025, a survey shows that the total number of individuals using the internet is 5.56 billion. This number includes 5.24 billion who have social media identities. With such a vast audience, content creators usually push a lot of content.
Now, with many drowning in information overload, another strategy is gaining traction: Quality over quantity. The constant need to post on social media is easing up. Creators now see that in online spaces packed with posts, connecting with people means focusing on quality, not just posting more.
Gen Z, especially, values authenticity. Many influencers miss this as they post content to get maximum low-impact engagement. Choosing fewer, thoughtful posts is now the way to build a loyal, engaged audience in the crowded world of social media.
What Social Media Users Want in 2025
Using social media today is tricky. Experts interviewed by CNN point out that attention spans have shortened from 2.5 minutes to just 47 seconds. Even with these short attention spans, people want real, heartfelt connections.
On Instagram and TikTok, users are increasingly aware that looking at junk content is not worth it. They look for honesty, value, and a sense of belonging.
People do not care about how often you post, but how much your content speaks to them. They notice fakeness right away and prefer connecting with creators who share authentic content. On TikTok, simple, unpolished videos of real moments often do better than fancy ones.
A 2024 Forbes article states that 63 percent of users prefer real, authentic content over polished posts. People want to feel close to the person behind the account, not a fake image.
The New Way: Simple, Meaningful Posts
A ‘less is more’ approach is catching on. Creators focus on making posts that matter, sharing fewer, carefully made ones to leave a lasting mark. Instead of posting several times a day, many get better results with a few great posts each week. This gives each post space to shine.
Telling stories and being open builds stronger ties. Sharing a personal moment, a peek behind the scenes, or a real challenge earns trust. For example, a creator might talk about a tough day or a lesson they learned. This honesty turns followers into a close community that cares about their story.
Stories, for instance, recorded a 35 percent increase in 2024 for small brand accounts, the ones having under 10k followers, per Sprout Social. Content that’s helpful, uplifting, or fun grabs attention, winning both people’s loyalty and platform algorithms’ support.
Responsible Social Media Content Creation
Social media’s biggest players, like Instagram, cater to over 2 billion users. Content posted on Facebook and YouTube is viewed by more people than was ever possible with traditional media. The endless content pushed to these users also has a downside.
The effect on mental health, especially for teens, is a growing concern, as many users become addicted to these platforms. A 2025 Pew Research Center article found that 48 percent of teens find social media bad for their mental health. This has even given rise to legal action against these platforms.
The teen mental health and Instagram litigation has been raising awareness in recent times. Lawsuits against Meta, Instagram’s parent company, claim its platform’s addictive features harm young users, leading to anxiety, depression, or body image issues.
TruLaw notes that social media-related addiction also leads to emotional suffering and financial loss for many. Affected individuals may be eligible to seek compensation.
Creators can help by choosing meaningful posts that are positive and uplifting, easing stress for their audiences. This supports calls for safer platforms, as legal and public pressure demands accountability in these online spaces.
Working With Platform Algorithms
Today’s platforms value quality and interaction over quantity. A few strong posts that get likes, comments, or shares do better than many ignored ones. The aim is to make posts worth sharing.
For instance, tools like carousel posts, where people swipe through slides, report an engagement rate of 10.15 percent. This is about 3 percent higher than the engagement rate for still images. Also, pinning your best posts at the top of your profile keeps them visible.
Creators might add captions asking for opinions to spark comments. For example, asking followers to share their thoughts on a topic boosts interaction. Making great content and using these tools helps creators get along with algorithms, not fight them.
Growing Lasting Influence
Real influence is not about having the most followers but building a community that cares. For instance, Reels from large accounts on Instagram reported an engagement rate of 5.5 percent in 2024. The engagement rate of smaller accounts was reported to be higher, at over 6 percent.
True influence comes from balance, valuing the creator’s well-being and connection with their audience.
Creators dodge burnout by setting work hours, taking time off, and pursuing offline interests. These habits keep their content authentic. For instance, sharing a favorite hobby connects better than following trends. Interacting via comments, DMs, or group chats strengthens loyalty.
A small, active audience outshines a big, quiet one. By nurturing themselves and their community, creators craft a lasting, fulfilling career
