Social platforms are still reporting robust growth — yes, even FB — despite growing opposition. But dig a little deeper, and a more nuanced picture emerges. When you look at who is — and more importantly, who is not — driving the growth of social platforms, a key demographic appears to be in retreat: young people.

Even when your content is performing, it often feels like it's disappearing into the void. It looks great on the surface — views, likes, impressions — but engagement feels increasingly hollow. The numbers confirm what creators are feeling: Instagram reach dropped by 12% this year alone, for example, and many platforms continue rewarding virality ov... See more