Can you feel the quiet kind of "shift" happening on social media right now?
We reckon it feels like exhaustion. You can feel it when you open your phone. The same samey stuff. The polished AI caption. The ads pretending not to be ads. The pressure to show up, perform, convert, repeat, all while everyone is trying to run an actual business.
This is what we’re finding interesting: the people who are thriving right now are not the ones who chased every update or got on every platform. They did it their way. They provided value their way. Whether they loved doing “how-to” videos, or just posting a photo of their finished work, posting when they felt like it, or focusing on their blog.
They did the basics, making sure they posted consistently (the kind of consistency that works for them). They kept the platforms they are on up to date: correct links, sales, available slots, products. They kept their website current.
They also never stopped being human - like, out in the wild, in the real world.
Everyone is tired. And it shows.
Small business owners in New Zealand are stretched thin. You’re doing the work, finding the clients, managing the admin, answering the DMs, and somewhere along the way social media turned into another full-time job you never applied for.
Has AI ruined Social Media?
What do you think?
Maybe it hasn’t ruined it, but it is tiring. Let’s be clear, AI is not the enemy. Most of us use it. We use it. It’s a tool, and a very handy one. But when everything looks the same and sounds the same, the cracks start to show.
AI can optimise, structure, and speed things up, but it’s not real real. It can’t replace lived experience, opinion, presence, or energy. And your real people feel that difference instantly.
That’s why when you post naturally and use AI to help if you need it, it feels familiar - like you. Not forced or overly strategic.
The businesses winning are the ones who didn’t start by worrying about followers and counting likes. They post, stay consistent in a way that works for them, but never relied on social media to do all the work. They built their businesses person to person with referrals, outstanding customer service, conversations, old-school networking, community.
We think social media should be an extension of who you already are and your business. Not a performance that needs constant maintenance.
Is scrolling... kind of done?
Not completely. But it’s changing. People are overloaded with constant stimulation, constant selling, and constant noise. We’re seeing people pull back, back to conversations, back to shared meals, workshops, markets, studios, walks, coffee catch-ups. Back to creating things with their hands.
(P.S. Don’t fall into the trap of just watching reels of people creating, actually do it. Join a group doing things you love and, guess what, you’ll probably end up talking about what you do… crafty connections.)
So what does this mean? Should you even bother?
Yes, but think of social media as a place to show who you are and remind people you exist. Not a place to convince or overwhelm them. You don’t need to do more, post every day, or master every platform. You don’t need to sound like anyone else.
Create clarity. Create consistency that suits you. Give yourself permission to show up as yourself, not a brand persona.
We think the future of social media is going to look more like the past: people choosing people, trust built over time, real connection - and honestly, that’s good news, right?
Your next step:
If social media feels heavy right now, simplify. Strip it back to what feels true. Say the things you’d say in real life, and let that be enough. Start small. Post once this week just like you’d talk to a friend. See how it feels.
This post is based on our experience working with a range of clients and is for general information purposes only. It’s not financial, marketing or business advice. Please do your own research.
