The Age of the Silent Scroller: What It Means for Your Social Media and Business
What is Silent Scrolling on Social Media? And What Does it Mean for Your Business?
If you’ve noticed your social media posts getting fewer likes, comments, or shares lately, you’re not alone. The way people engage online is changing - and it’s leaving many business owners wondering if they’re doing something wrong. Spoiler: you’re not. Welcome to the age of the silent scroller.
What is a Silent Scroller?
Simply put, a silent scroller is someone who scrolls through
social media without reacting - no likes, no comments, no shares. According to a 2024 survey by Pew Research,
over 70% of social media users say they often scroll silently, consuming content without interacting. This shift can feel frustrating, but it’s a natural evolution in how people use social platforms.
Why Silent Scrolling Happens
- People are busier and more selective with their time online
- Algorithms are prioritising content from close friends and family, which reduces public engagement on business posts
- Privacy concerns mean users prefer to “watch” rather than “talk” on social media
What This Means for Your Business
It might seem like your posts aren’t working, but silent scrolling doesn’t mean no one’s paying attention. In fact, research shows that even posts with low engagement can influence purchase decisions - up to 85% of consumers report discovering new products through social media quietly, without necessarily interacting.
We recently launched an Instagram account for Grover Accident Repair Centre. They're on just 8 followers to-date but their content has been viewed over 1,200 times. So next time you're feeling deflated by static followers or lack of likes, take a look at your reach, impressions and views and you might just be surprised.
How to Adjust Your Approach
- Focus on clear goals: Instead of obsessing over likes and comments, track meaningful actions like website visits, enquiries, or sales originating from social media.
- Quality over quantity: Content that truly resonates builds brand trust - even if it’s not always obvious through visible engagement.
- Use Stories and Reels: Formats that encourage quick, informal interaction can help connect with silent scrollers who avoid commenting on standard posts.
- Be patient: Social media is always evolving - what works today might change next month. Consistency and flexibility are key.
If you’re feeling unsure about your
social media, don’t worry - silent scrolling is part of the new normal. The important thing is to focus on your business goals and use social media as one of many tools to reach your audience.
Need help navigating these changes? At Digity, we provide clear, practical advice tailored to your business - so you stay ahead in the ever-changing social media landscape.
Get in touch to find out how we can level-up your social media:
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