We’re taking a break from social media in 2026. Not as a statement. Not as a stunt. We just don’t see the point right now.
It started during Black Week last year. I was scrolling through my feeds and realized: there’s nothing from my actual friends anymore. It’s all paid content, sponsored posts, AI-generated noise. And I thought – what are we even doing here? We put time in, and we get nothing back.
Then there’s my son. He’s one and a half. And I caught myself too many times staring at my phone instead of being present. That’s not the signal I want to send.
So I looked at it from the business side too. And here’s the thing: we’ve never gotten a single new client through social media. Not one. In all the years we’ve been doing this. So the question became pretty simple – why are we spending time on something that doesn’t work for us?
What’s actually going on out there
The internet is changing fast, and not in a good way. Roughly half of all web traffic now comes from bots. Studies from 2025 show that around 50% of newly published articles online are AI-generated. Some estimates say only a quarter of new websites are still entirely human-made.
Social media isn’t any better. Facebook has deleted over 27 billion fake accounts since 2017. On Twitter/X, bots generate a disproportionate share of engagement – in some cases, two-thirds of shared links to news sites came from automated accounts, not real people. A recent experiment on Reddit showed that AI bots planted in discussion forums were several times more effective at changing people’s minds than human users – and nobody noticed they weren’t real.
The content quality is dropping too. AI-generated posts flood every platform. You’ve probably seen those bizarre AI images on Facebook – the “Shrimp Jesus” type stuff that gets thousands of engagement reactions. People call it “AI slop.” It’s a good name.
Search engines are reacting. Google openly admitted that their results are getting flooded with pages that seem built for algorithms, not humans. Their data shows that 86% of top search results are still human-written. AI content gets produced in massive quantities but doesn’t rank well – yet. The bigger concern is what happens next: AI models training on AI-generated content, creating a feedback loop where quality keeps declining.
Why we’re stepping away
We don’t depend on social media for sales. We don’t sell products through Instagram ads. Our work comes through relationships – real ones, built over years. Some of our clients have been with us since 2014, 2016. That didn’t happen because of a LinkedIn post.
So instead of fighting against a system that’s increasingly filled with artificial noise, we’re doing something simple: we’re just not participating for a year.
It’s not a protest. It’s practical. The time we’d spend creating content for platforms that don’t deliver results, we’ll spend on things that actually work.
What we’re doing instead
Writing emails to people we actually want to talk to. Running a newsletter for the people who are genuinely interested in what we do. Hosting real events and conversations at our office in Wedding. Meeting people face to face. The basics.
We’re not pretending to be “mega cool” on Instagram anymore. We’re just going to be honest and direct and reach out to people the old-fashioned way.
What happens after
We’ll see. If something gets worse, we’ll adjust. If nothing changes, we’ll just keep not using social media. If things get better – well, that answers the question too.
The honest truth is: we don’t know what will happen. That’s kind of the point. It’s an experiment. One year, no social media, let’s see what we learn.
One more thing
Over 60% of active Twitter users have already taken extended breaks from the platform. Average time spent on social media globally peaked in 2022 and has been declining since. Young people are pulling back the most. The era of endless scrolling might be winding down on its own.
We’re not ahead of a trend. We’re just paying attention to what’s already happening and deciding to act on it.
If you want to stay in touch, subscribe to our newsletter or just send us an email. We read those. We reply to those. That’s more than any algorithm ever did for us.
