The social media boom of the last decade is over. It’s not that people are no longer using social media — they are. They’re just using it less, and engaging differently. The social media boom of the last decade is over. It’s not that people are no longer using social media — they are. They’re just using it less, and engaging differently. In 2022, the average daily time spent on social media declined globally leading to a drop in organic reach for brands and creators. Per GWI, 54% of people use social media to connect with friends and family, and