A major player in the digital market said right at the official entrance of the Technological Era (read, pandemic): “if you are on the internet and you are not earning money, then you are a consumer.” The finding in a prophetic and mega current tone, is the everyday catalog of our lives. And you still think you’re on social media for pure entertainment?

Let’s go to the March 2021 numbers taken from the Tudo Celular portal. On the world average, an average citizen spends about 145 minutes a day on social media; in Brazil the average is three hours. Here, Facebook is still the most visited network with 51%, followed by Instagram with 14%. Women are 58% more active in these 99 million users who browse between likes, saves, comments, private messages and dedicated time.

Note the sum of the two observations above: if you do not produce content, then consume and then the designation of user, similar to the term people dependent on some addiction, whether chemical, physical or emotional.

Comparison – The effect of using the social media without moderation follows the same principle as any harmful habit: loss of self-perception and dependence. Friends, Digital Marketing professionals, patients and some teenagers have expressed their concern about the excessive use of networks, largely due to the effects of social isolation in recent times due to the pandemic. Young people are the easiest target, as their personality is maturing. The complaint of parents of teenagers is about the “bubble effect”, when their children express concern about not knowing how to socialize in person anymore, due to the excess of virtual communication, online classes and a life based on text messages. This vacuum in interpersonal relationships cannot yet be measured, but the growth of depression symptoms is frightening in this age group.

With social media becoming the fomentation of all markets and organic content being almost a perfume, the pattern of this digital consumption is a real feat in the way “your problems are over”. If before, advertising was the villain to provoke an unnecessary desire, social media have amplified the ideal for anyone.

Suddenly, everyone is interesting with filters, funny posts engaged with dancing, interesting relationships in #diadonãoseioque, the most interesting tour with musical background of the most explored playlist, your video takes on a professional tone, the makeup of So-and-so is perfect, I want it too, the different food, the interesting drink, the pattern that comes only from the same source: who sells and who buys.

I don’t want to demonize, much less crucify social media, use and abuse, and sometimes I realize that I’m exploited. This awareness is not available to everyone. More and more people scroll through the feed to identify with someone “real”. The case is not an overexposure of life on the bad side, but an issue of life as it is.

All of this gives rise to the feeling of frustration in front of so many friends (acquaintances in fact) and other virtual ones, with such a well-resolved life. The menu of posts offers a nice body, such close and happy relationships (unlike the husky loneliness of days and nights), perfect financial conditions and in the eyes of people susceptible to this consumption of other people’s lives, their emotions make their emotions sick when comparing reality with the filter, and the need for the arroba to show itself happy in front of its procrastinated day is born.

Brands need to understand these consequences of overuse of technology. This understanding must be complete, so that the campaign approach does not ignore this reality and still become relevant.