Social media isn’t just part of the digital landscape—it’s woven into the fabric of our daily lives. As a parent of two pre-teens, I see the effects up close. It’s in the beauty tutorials my daughter watches, the trends she follows and even the way she talks to the camera. At the same time, as a leader of a social agency, I’m part of the machine. I create content that competes for attention in this crowded, relentless space.
This dual perspective as a parent and content creator puts me face-to-face with the paradox of social media. On the one hand, it’s a platform for connection and creativity. Social media is where people live their lives—where they find news, connect with others and express themselves. For brands, the challenge is showing up in these spaces in ways that feel as authentic and engaging as the most captivating user-generated content.
Social is also a force that can fuel insecurities and shape behaviors in ways I’d rather my kids didn’t experience. Rising rates of anxiety and depression, particularly among teens, have been linked to social media. A 2023 Pew Research study found that 59% of teens feel overwhelmed by the pressure to appear perfect online, and 42% associate their social media use to feelings of anxiety. In “The Anxious Generation,” author Jonathan Haidt notes that Gen Z is the first to experience puberty under the constant influence of smartphones, intensifying social comparisons and emotional vulnerability.