I hope this means the years social media companies spent optimising for engagement are starting to backfire.

> A central issue driving the data is the changing nature of social media itself. The rise of apps such as TikTok and the popularity of video features including Instagram’s Reels mean that people are consuming social media more passively and are less likely to take an active role, a change compared with how they might have behaved on platforms such as Facebook.

> “I wouldn’t have even posted my wedding really,” she says. “But I had to because … There’s like an etiquette. Nobody else can post your wedding until you’ve posted. So my friends were like: ‘Please post, it’s been like a week.’”

I might not have the best social life but at least I don't have these type of issues in daily life.