Social Media Platforms Shift Focus to Short Video Content

Social media platforms used to be about communication between friends. Many now function primarily as short video entertainment hubs. The business model centers on increasing time spent on apps to generate ad revenue. Aurélia, a user near Paris, said she opens Instagram to relax but sees almost no posts from her 198 friends.

She has largely stopped posting herself. Kylian, 16, and Lucie, 16, both said they prefer watching videos from unknown creators over content from people they know.

France, the 2026 Barometre du numerique found 49% of social media users are active only occasionally. An Ofcom report published in April showed the share of UK users who actively post fell from 61% to 49% year-on-year. U.S. users reported posting less often than the previous year.

Vanessa Lalo, a Paris-based clinical psychologist, said users have become more aware that online traces remain permanent and some avoid superficial interactions or potential criticism. She added that posting has not stopped but has shifted toward funny parodies and remixes on TikTok, while personal updates move to messaging apps such as WhatsApp.

Social media consultant Matt Navarra said platforms like Instagram and TikTok now emphasize entertainment and discovery. He noted that WhatsApp serves as the main space for actual social interaction because private groups avoid heavy advertising. Small business owners must now act as presenters and content creators in addition to running operations, he said.

Global social media ad revenue is expected to reach $317 billion in 2026, up from $277 billion last year. Meta's ad sales rose 22% year-on-year in 2025 and are projected to hit $243 billion this year. AI-powered targeting allows advertisers to reach specific audiences based on interests, age, and location, according to Navarra.