Social Media Fatigue: Why Posting Feels Harder Than Ever

When the Social Media Machine Feels Like a Treadmill

Do you ever feel like you’re running flat-out on social media, posting, trying new content formats, experimenting with lovely captions — and yet seeing near-zero return? You’re not alone. Somewhere between the algorithms, platform shifts, and human fatigue lies a tricky middle ground — and it’s okay (and smart) to rethink how you use social.

The Invisible Weight: Social Media Fatigue

We’ve all heard the phrase “social media fatigue” — that vague sense of exhaustion when posting feels more like work than connection. But the data backs it up:

• Around 32% of users report experiencing social media fatigue, leading to burnout or a desire to step back. Cropink

• On Instagram, engagement is slipping: some studies suggest a 12% year-on-year decrease in reach, and average organic reach is now often around 3.5% of your follower base. Socialinsider

• Others note that engagement across all Instagram content has dropped ~28% YoY, partly due to saturation and algorithmic changes. Socialinsider+2Zimple Digital+2

• Organic reach on Facebook has suffered too — many page posts barely break 2–5% visibility without paid boost. ADdictive Digital+2Cognite+2

These aren’t just vague trends. They represent a shifting environment in which more effort doesn’t always equal more reward.

My Posting Rhythm (and Frustrations)

Here’s where I sit right now:

• On TikTok, I post 5 times a week. Surprise: I see more interaction there than on Instagram or Facebook.

• On Instagram, I post about 3 times a week. On LinkedIn and Facebook, I’m more sporadic — usually weekly.

• I keep my weekly blog, but yes — views and comments feel scarce most weeks.

And I admit: some days it feels soul-destroying. You pour your heart into a post, and it fizzles out. But I'm not looking for pity. Instead, I want to pull back the curtain a little — and maybe help you (and me) think differently about social.

Why TikTok Feels More “Generous”

One reason I see more traction on TikTok is its algorithm. Unlike Instagram and Facebook — which increasingly filter to control what people see — TikTok leans into discovery. That means:

• Even users who don’t follow you yet might see your content (if the algorithm deems it interesting).

• You can get more “reach out of thin air” — quality content with a spark can be rewarded.

• Short video formats, trends, sounds, and hooks are built into the system.

In contrast, Instagram has leaned more toward “friends / family / engagement signals first,” which squeezes room for creators unless they really crack the code (or pay). (Side note: Meta publicly admits the “friend part” of Instagram and Facebook has shrunk noticeably. Business Insider)

So TikTok gives more chances for new eyes — but it’s not magic. You still need consistency, creativity, and a bit of luck.

How to Work Smarter (Not Harder)

Here are a few ideas — drawn from what’s working now and what the research says — for shifting your approach so social feels more sustainable and less soul-sapping:

Strategy	What It Means in Practice
Pick your main platform(s)	Rather than trying to do everything everywhere, pick one or two platforms you enjoy and where you see traction (for me, TikTok + Instagram).
Micro goals over macro pressure	Aim for “one good post this week” instead of “post every day with perfection.”
Value first, not promotion first	Content that educates, entertains, or inspires tends to perform better than content that just sells or pushes.
Repurpose creatively	A blog post can become a carousel on Insta, then a TikTok snippet, then a LinkedIn micro-essay.
Engage in personal, not just broadcast mode	Respond to comments, ask questions, DM replies. Algorithmic boosts often come when engagement is real.
Celebrate small wins	A DM from a reader, a share, a save — those matter. Not everything will trend.
Give yourself “off” time	You’re allowed to rest. Social doesn’t have to be 24/7.

There’s a good article that says: “more content is not the answer.” Instead, refine, simplify, and focus. thinklikeapublisher.com

A Friendly Invitation (Yes, from Me!)

If you’re reading this — hi! I’d love to hear from you. Drop a comment. Say “hi.” Let me know what frustrates you about social media. Because honestly, we’re all trying to figure this out together.

Also: in honour of Black History Month, I’m running a special offer: my e-book Wherever You Will Go is just 99p. (Yes, just 99 pence.) If you’ve been curious, now’s a great moment to pick it up — and if you do, I’d be so grateful for a review or a word of support.

Final Thoughts

Social media is like a maze. Just when you think you've understood a trend or hashtag rule, you find you hit a brick wall and you're off to find out where everyone has gone. Usually, they're not too far away. Real people are at the other side of your post. So keep going because you will find your people. Maybe not in thousands of likes, but one person, on the day you felt your worst, will compliment you on your content and tell you that it made their day.

So pick one small thing today: post something you care about. Show up in your own voice.