One To Deploy Podcast

Where the F*ck Did All the Likes Go? (The Social Media Engagement Recession)

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Where Did All the Likes Go? (The Social Media Engagement Recession)

It’s not your imagination — social media feels quieter. Posts that once racked up likes, comments and shares are now met with a polite silence. But audiences haven’t disappeared; they’ve moved into smaller, private spaces where real conversations happen: DMs, Stories, Discords, Telegrams and Facebook Groups.

In This Episode
  • What the “Engagement Recession” really is: usage remains high, but public interactions are down.
  • Where the audience went: from the Feed (wallpaper) to DMs, Stories and closed communities.
  • Why it feels like burnout: sameness, content fatigue and passive scrolling.
  • What it means for brands: don’t crash private spaces — build your own and earn trust.
  • How to adapt now: be human, spark conversations, narrow your focus, build community spaces, rethink vanity metrics.
  • The WhatsApp shift: Status ads and Promoted Channels signal a new, community-first distribution layer.
    • Key Takeaways
    • The recession isn’t an ending — it’s a reset.
    • Depth beats breadth: smaller, truer engagement outperforms empty reach.
    • Design for conversations, not just impressions.
      • Who This Helps

      Marketers, founders and creators who want to move beyond vanity metrics and build actual community momentum.

      Links
      • KnowYourMarket.ai
      • Aston Digital

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        One To Deploy PodcastBy Daniel Martin