How People Consume Content on Social Media Today

Social media is well entrenched in modern society from top to bottom, more than it has ever been. Average time spent on social media peaked in 2022 but has since slightly declined. However, the number of total users continues to grow, with a whopping five billion people worldwide across platforms. This makes understanding how users engage with different platforms critical to effective marketing, and this guide takes you through the key intricacies you need to know.

Instagram – Visual-first, discovery-led consumption

Users on Instagram scroll quickly and make instant decisions regarding the content they consume. Consumption of content on this platform is emotional and visually selective – users want to feel something, whether it is escape, inspiration, lifestyle or humour.

Reels are central to Instagram. This is where users spend most of their time, often more than they intend to – the doom scroll if you will. Grabbing attention in the first few seconds is vital to maintain interest.

Feeds played a bigger role in the past but are still important, with aesthetics and aspiration as the cornerstone of the content. Stories are more passive – often consumed without sound, which is important to consider in your content creation.

Facebook – Slower, information-focused consumption

The strong community focus on Facebook shapes how content is consumed. Users are more receptive to longer, more information-heavy captions. The mixed-age demographic also means a slower scroll speed, as users tend to be intentionally looking for information rather than simply passing the time.

Unlike Instagram where visuals are primary, on Facebook the visuals support the caption and overall message. It is vital to strike a balance here if you want to get your message across successfully.

LinkedIn – Professional, credibility-driven consumption

Being a platform for professionals, LinkedIn has the slowest scroll time of all three platforms mentioned in this guide. Users take more time to carefully evaluate content through a professional lens, making the platform useful in building a brand or user’s professional image.

Users post about their achievements – upskilling, new roles, promotions and other milestones. It is unique in the sense that users are expected to do this, and those who don’t showcase their growth adequately may miss out on future opportunities.

Longer captions are common and expected due to the intentionality of the platform. Unlike other platforms where usage overlaps, LinkedIn remains a hub for professionals, leading to more consistent user behaviour and making it easier for brands and individuals to succeed.

The Universal Shift – Algorithm-led consumption

This point may seem obvious, and for the most part it is, but it is important not to lose sight of how algorithms have changed consumption behaviour. Gone are the days of chronological feeds – now everything is interest- and relevance-based. Brands can’t simply flood the algorithm and hope for the best. Careful, thoughtful content has a far better chance of performing.

Takeaway – Design content for how people actually consume

In many ways the modern era is a dream for marketers – you have access to countless potential customers. But that means nothing without a detailed approach that understands the strengths and weaknesses of each platform.

Plan, plan, plan! Take this newfound understanding of how users consume content on each platform and develop a comprehensive strategy that maximises your impact on all fronts.