Scroll Fatigue: Why Aussies Are Logging Off Facebook and X

In 2025, Australia remains one of the world’s most digitally engaged nations, with nearly 78% of the population on social media. But beneath the surface, two of the longest-standing platforms, Facebook and X (formerly Twitter), are showing signs of fatigue.

Facebook: Still Big, But Aging Fast

Facebook continues to dominate the Australian market with 17.2 million users, reaching over 64% of the population. It even grew slightly in the past year, gaining 550,000 users. Yet younger Australians are increasingly tuning out. A 2025 McCrindle survey revealed that 86% of Gen Z are actively cutting back on social media, citing mental health concerns and digital fatigue. Facebook’s association with older demographics and its declining relevance for news and culture are eroding its long-term hold.

At the same time, over 40% of Australians still rely on social media for news, with Facebook being a key source. This duality—trust issues but high dependency—highlights the platform’s complicated place in the Australian media diet.

X: A Platform in Steep Decline

X’s fall is more dramatic. The platform lost nearly 850,000 Australian users between 2024 and 2025, a drop of 13.9%, leaving it with just 5.25 million users, or about 20% of the population. Once a go-to tool for media and public discourse, X is fast becoming a niche platform. A recent survey found that fewer than 6 in 10 journalists in Australia still use it for work, down from nearly 70% a year prior. Gender imbalance (67% male users) and Musk-era controversies have only accelerated the platform’s retreat.

What This Means for Small Businesses in Australia

As Facebook’s audience ages and X loses users, small businesses need to adapt:

• Relying solely on Facebook ads may become less effective for reaching younger audiences. Diversifying to platforms like Instagram, TikTok, and LinkedIn is now crucial.
• With X shrinking, it’s less valuable for real-time engagement or PR, so focus on more active channels where your customers are still listening.
• Video and short-form content (e.g. Reels, TikToks) are outperforming traditional posts so update your content strategy accordingly.
• Be ready for regulatory changes, especially if your brand markets to younger users.

In short: go where your audience is shifting, not where they used to be.

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