'Posting Zero' era: Why are people sharing less on social media?

Are we close to the point of "posting zero"?

People are sharing less online, it seems. Back then, it was quite typical to see post after post from friends, especially during and after the holiday season. Christmas and New Year greetings, accompanied by reunion photos, would make it to their feeds. Now, it's either on their Facebook and Instagram stories that expire after 24 hours, or none at all.

According to recent data by global data intelligence company Morning Consult, roughly a third of all online users said they're now posting less on their preferred platforms than in the past year. Almost twice as many of them also reported going online "to be entertained as to post."

Writer Kyle Chayka, in his New Yorker essay, pointed out that we may be well on our way to a "posting zero" era where we decide to completely stop sharing personal content online as it's no longer worth our while. In his interview with BBC, Chayka highlighted how social media "has become less social" or "not just what's going on around you and how you are relating to your friends and family," but more about "highly commodified content" and "lifestyle aspiration." This, he said, has taken out the true purpose of social media.

'Posting Zero' era

Why are people no longer posting a lot online? PhilSTAR L!fe asked some Internet users from different generations to share their thoughts.

Trusted circles only

Communication educators Dr. Margarita Acosta, 64, and Dada Ulili, 54, have observed the same thing among their peers, with many opting to talk about their personal lives on "more private" platforms.

"I've seen how many have become more selective, preferring to share meaningful moments in smaller, trusted circles rather than on public feeds. They choose Messenger, Viber, or WhatsApp to share photos and achievements directly, where it feels safer and more personal," Acosta told L!fe.

Ulili shared that she still sees reunion posts online from time to time, but they are more curated. "Even our Christmas party pictures recently were just shared in our group chats," she recalled. "Most of my peers just post stories, and only if they are post-worthy. I guess it's less important to always be on the feed now."

Cat Ilacad, a 40-year-old entrepreneur, likewise noticed the shift toward "smaller, more private circles."

"From what I've observed, people now share updates in group chats or 'close friends' spaces where it feels more personal and meaningful," she said.

Jamaela San Diego, 29, personally chooses to enjoy her life and her wins with those who are closest to her. "My friends are exactly the same. We choose to share things only with those we know will appreciate them."

Living life and posting with intention

Ilacad thinks Internet users are now posting less because life "has become more intentional." She said, "I have friends who prefer to fully experience moments like reunions and family gatherings now instead of documenting them for social media."

Gen Z entrepreneur Gabby Uy observed that his peers have become "much more intentional" about what they choose to share on social media. He connected it with their desire to "be more mindful and protective of their image and mental well-being online."

Acosta said that while her friends still use Facebook and Instagram, she noticed that they are “to document experiences, support advocacies, or build a personal brand rather than to post everyday family or social events.”

Pressures from social media

Chayka, in his BBC interview, noted how people seem to have learned the downside of making their private lives too public online in the past decade. "You could see that with public shaming or kind of viral embarrassments that happen to people," he said. It's the same mostly for the millennials and Gen Z that L!fe interviewed.

For Misha Rodriguez, a 29-year-old PR practitioner, social media "doesn’t feel as free or personal anymore like back in the early 2010s."

"There seems to be a culture already ingrained in us that things should be pretty or presentable. This is why I find it hard to post online now—everything feels like it has to be a 'brand.' It's also why I think people prefer posting on their stories; there’s less pressure,” she told L!fe.

Gender and peace consultant Bianca Pabotoy, 30, has similar reasons for not posting much online anymore. "Social media has become like a big marketplace to sell—things, brands, ideas. I personally don't feel like having to put special moments against posts like this," she said.

Gen Z writer Marielle Filoteo echoed this, pointing out how posting "felt more casual" before compared to now, where "everything is 'content.'"

"It’s less about sharing parts of our lives and more about contributing to a machine that’s always watching, measuring, fixating, and moving on to the next thing," she said. "At this point, we’re all so overwhelmed by the constant visibility and pressure to 'perform' that observing just feels so much easier now."

Pia Regalado-Flores, a 33-year-old communications manager, also opened up about how social media "makes me feel a certain level of pressure to look good."

"If I feel that a photo isn’t good enough or my draft caption isn’t 'wow' enough, that would stop me from posting. Unfortunately, it can oftentimes lead to comparison, na parang, 'This person looks great and I look like this' and 'I didn’t achieve anything naman for the year,' especially for those doing year-end wraps, so parang, 'wag na lang," she shared.

For Uy, people seem to have become more cautious about their digital presence "with how easily content can be taken out of context or used against someone."

"Social media has become a space where opinions are quickly judged, and even small posts can lead to unnecessary drama, bullying, or public criticism. With that, we tend to think twice before posting, especially about personal matters or strong opinions," he explained.

Post-fatigue

Filoteo told L!fe that there's "constant overstimulation" now on social media, and posting now "just feels like adding noise to an already noisy space." 

"A lot of people, especially me and my peers, have shifted from being active posters to passive consumers, quietly scrolling our timelines rather than regularly sharing personal updates. I think it’s because participating in that world demands so much time, energy, and effort," she said.

28-year-old Gervy Gumarit, who represents Luzon of the National Youth Commission, shared that he thinks people from his generation "are exhausted with what’s been happening, not just in politics but in our personal lives, too."

"Everywhere we look, there are scandals, breakups, and a nonstop stream of negativity. We’ve reached a point where sharing online feels tiring, because the internet loves to pick things apart and criticize," he pointed out.

According to Gumarit, it's mostly the big achievements that make it to the feed these days. "Just the highlights. Just the positive energy. Many of us are tired, so we're choosing what brings peace instead of pressure."

It's the same for Regalado-Flores, who still sees many of her friends and relatives sharing "exciting updates" about their lives, such as getting a new phone, adopting a pet, and celebrating Christmas abroad. "And that's good," she said. "It’s their way of showing the world what they’re up to right now, especially the things that they are enjoying right now. It’s their way of release, so I’m happy to engage and congratulate and empathize with them also for what they are experiencing and going through."

Claudia Carbonell, 31, put it simply: "Social media feels less like a diary these days and more like a highlight reel. I've noticed that people post less, but live just as fully offline." 

AI and data privacy issues

The rise of AI and data privacy issues has also been a concern, especially for the millennials that L!fe reached out to.

"You never really know when your face might end up in a deepfake, and sometimes the information you share can even be used by scammers," Rodriguez said.

33-year-old Ker Metanoia, who has been working in the digital media space for years, pointed out that she's aware that every action "is a data point for social media platforms to collect and analyze." She said, "With the rise of AI, I’ve been wary—perhaps a little paranoid—about what these platforms can do with any information I put out there. I don't want to give identity thieves too many bullets."

According to Pabotoy, surveillance is felt so much more now than before, and it's evident in the tailored ads we get. "I feel that there’s like a 'Big Brother' vibe to social media now," she shared. "I think we're reaching the point where if we want people to know what we're doing, we can message them about it instead or send direct updates to loved ones in private."

The psychology behind posting less

Psychology experts told L!fe that posting less on social media may show a thing or two about one's mental health.

Psychologist Wenna Brigaste explained that some people post online to get reassurance or validation from others through likes and positive reactions. "Sharing less online shows how mental health has become a priority; hence, they prefer a quiet life both on social media and in real life now," she said.

For psychiatrist Kathyrn Tan, the decrease in personal social media posts "likely reflects emotional fatigue and a stronger instinct for self-protection."

"What once felt like harmless sharing can easily feel like overexposure. Combined with chronic stress, burnout, and a more emotionally charged digital space, they choose to step back and simply observe," she explained.

Tan stressed that posting less on social media doesn’t necessarily signal withdrawal. "It often just represents a conscious effort to set healthier psychological boundaries," she continued.