Platforms like Pinterest are proving that digital spaces can be uplifting, creative, and good for mental health—especially for Gen Z.
Social media is currently experiencing an impressive resurgence, contrary to earlier predictions of its decline.
As of February 2025, there were 5.56 billion internet users globally, making up 67.9% of the world’s population. Out of this, 5.24 billion people, or 63.9% of the global population, were active social media users, says the Statista data.
A Gartner report, based on a mid-2023 survey, once predicted that 50% of users would reduce or quit social media by 2025 due to declining quality—but this hasn’t happened.
The continued growth of social media is reshaping the digital landscape, influencing user behaviours, platform choices, and online culture, making it a significant part of everyone’s daily lives.
This resurgence is largely driven by younger generations such as Gen Z and Millennials, along with a growing presence of Gen Alpha users.
Social media has also become a crucial tool for businesses, influencers, and even governments to engage with their audiences.
With platforms like Pinterest gaining renewed popularity, particularly among Gen Z, social media is transforming into a space where creativity, inspiration, and self-expression thrive.
Pinterest gained 15 million users in the Q3 of 2024, reaching 537 million MAUs—a sharp jump in growth compared to just 4 million added in Q2.
Sprout Social’s survey of 4,500 users across five countries found that 51% viewed Pinterest as more positive than other social platforms, with 60% of Gen Z agreeing.
Despite facing challenges such as digital fatigue, privacy concerns, and growing negativity, social media has evolved to cater to the changing needs of its users.
A few key factors have contributed to this revival. Platforms like Instagram and YouTube have reinvented themselves by introducing new formats such as Instagram Reels and YouTube Shorts, which have reignited user engagement.
Additionally, the rise of the creator economy, where individuals monetize their content, has brought in a fresh wave of digital entrepreneurs. From niche communities to unboxing videos, social media now offers opportunities for creators to connect with audiences in meaningful ways.
One of the most significant advancements in social media is the increased use of artificial intelligence (AI) to personalize content.
AI algorithms help tailor the content users see, making their experience more relevant and engaging.
This personalization has led to higher retention rates and increased time spent on platforms, further driving social media growth.
Concerns about social media include its impact on mental health, the spread of misinformation, cyberbullying, and the rise of digital addiction, particularly among teenagers.
Despite the concerns, some platforms are positioning themselves as alternatives to the more toxic spaces found on social media. Pinterest, for example, has emerged as a favourite among Gen Z, offering a more positive, creative, and inspiring space.
Unlike platforms like Instagram or X (formerly Twitter), where debates and comment wars are common, Pinterest is a discovery engine focused on creativity and personal expression.
Gen Z is drawn to Pinterest for its lack of competitiveness, where users can explore ideas, create mood boards, and plan future projects without the pressures of likes, followers, or viral trends. Pinterest’s environment feels safer and more introspective, offering a break from the overstimulation of other platforms.
Moreover, Pinterest’s visual nature and seamless integration with e-commerce make it an ideal platform for Gen Z, who are highly visual and active online shoppers.
Pinterest has also introduced features such as Idea Pins and collaborative boards, further enhancing its appeal to younger users. These features allow users to express their creativity while also offering a space for community building and collaboration.
Pinterest is also committed to supporting user well-being, partnering with UC Berkeley’s Greater Good Science Centre for an in-depth study on enhancing positive mental health:
“We looked at how ten minutes a day on Pinterest impacted Gen Z’s mental health. The researchers found that active engagement with inspiring content on Pinterest buffers against rising burnout, stress and social disconnectedness. The research suggests ten minutes a day looking at any inspiring content could help young people guard against stress and toxicity. No matter where that content comes from, if it contributes to our collective wellbeing, we all win.”
The future of social media is likely to be shaped by several key trends. First, social media growth is expected to continue, especially in developing countries where internet penetration is on the rise.
Technologies, such as augmented reality and virtual reality, will make social media experiences more immersive, allowing users to interact with content in more dynamic ways.
Additionally, the ongoing expansion of social commerce will further integrate shopping experiences within social media platforms, making it easier for users to discover and purchase products without leaving the app.
Another trend to watch is the rise of decentralized platforms, such as Mastodon and Bluesky, which offer users more control over their data. As privacy concerns continue to grow, decentralized platforms could become more appealing to users who value data ownership.
Alongside these technological advancements, there will likely be an increased focus on ethical AI practices to combat misinformation, enhance content moderation, and ensure a safer online experience.
As social media continues to evolve, the platforms that prioritize user well-being, foster positive communities, and embrace emerging technologies may shape the next phase of digital demand.
