Six Signs You’re Overly Dependent on Social Media—and What to Do About It

Summary

Social media marketing is becoming less effective due to rising ad costs, shrinking return on ad spend, low click-through rates, and audience fatigue from ad saturation. Brands may be overspending on social media while its impact on performance remains moderate. Solutions include diversifying ad spend with in-app advertising, which captures significant screen time, offers higher engagement rates, and reduces vulnerability to platform algorithm changes.

Incorporating channels like CTV and immersive ad formats can improve ROI and reach audiences where they actually spend time.