2026 Social Media Benchmark: TikTok Engagement Soars 49% YoY to 3.70%, Instagram Holds 0.48%, Facebook 0.15%, X Drops to 0.12%

By Elena Cucu - Socialinsider

These social media benchmarks for 2026 will help you empower your strategy. See how your brand stacks up against industry standards.

If I were to ask where your brand feels most “seen” online, would you pick TikTok? Instagram? Facebook or X? Maybe all of them—depending on what you’re hoping to spark with your latest post.

Let’s be real: audiences are moving faster than ever, and sometimes all you get is a scroll, a silent view, or the occasional quick “like.” On other days, your community comes alive, commenting, sharing, or even starting a conversation that takes on a life of its own.

With platform habits and algorithms always changing, it can be tough to know what real engagement actually looks like anymore.

That’s why Socialinsider analyzed 70M social media posts across TikTok, Instagram, Facebook, and X, to understand the future of social media, audience interactions, and how brands can better prepare their strategies for 2026.

This Socialinsider 2026 social media benchmarks report analyzes engagement rates, impressions, likes, comments, shares, and posting frequency benchmarks across Facebook, Instagram, TikTok, and X (formerly Twitter).

By understanding these trends, brands can identify opportunities, optimize their content strategies, and enhance their social media return on investment (ROI).

Executive summary

• TikTok’s engagement rate is 3.70%, up 49% YoY. Instagram’s engagement rate is 0.48%, staying almost flat in 2025.
• Facebook averaged 0.15% engagement, dipping in early 2025 and declining gradually afterward.
• Average comments per post fell on TikTok (24%) and Instagram (16%), suggesting a shift toward more passive engagement.
• TikTok recorded notable growth in shares per post, increasing by 45% YoY, mirroring the upward trend in overall engagement. As for Instagram, it registered a 12% increase.
• Both TikTok and Instagram experienced an increase in video views. TikTok had a 3% growth rate, while Instagram had a more pronounced 29% YoY growth rate.
• Brands post an average of 5 posts per week on Instagram and TikTok.

Social media benchmarks 2026 by platform

Platform	2024 Engagement Rate	2025 Engagement Rate
TikTok	2.50%	3.70%
Instagram	0.50%	0.48%
Facebook	0.15%	0.15%
X	0.15%	0.12%

Each year, the landscape of social media engagement evolves—driven by shifting user behavior, algorithm changes, and brands’ creative strategies.

Keeping up to date with the latest social media benchmarks becomes more crucial than ever for marketers wanting to set informed goals, outperform competitors, or report on campaign success. Because, as we all know, engagement benchmarks digging is so much more than finding and putting a pin on a number - it’s about context, clarity, and the confidence to know you’re putting your effort in the right place.

Whether you’re aiming to improve your TikTok performance, curious about the average engagement rate on Facebook, or looking for that sweet spot on Instagram, understanding these social media engagement benchmarks will help you set realistic targets (and brag a bit about your wins).

So, how did engagement shift in over the past year across the biggest platforms? Let’s break it down:

• TikTok: TikTok made headlines yet again, with engagement rates leaping from 2.50% to a standout 3.73%, registering an impressive 49% YoY growth. For brands looking to push boundaries or tap into new audiences, TikTok’s growth cements its role as the go-to channel for high energy and high returns.

• Instagram: Here’s where it gets interesting. Instagram’s engagement rate nudged down a touch, from 0.50% to 0.48%. It might not feel like much, but even a slight drop is worth noting. Still, if you ever wondered “what is the average Instagram engagement rate?” or how it compares, you’ve got your answer: Instagram remains a step above Facebook when it comes to sparking conversations and connections.

• Facebook: You might be surprised, or maybe not, that the average Facebook engagement rate hasn’t budged—it’s holding strong at 0.15% year-over-year. For many brands, this means expectations on Facebook should be steady: you’re playing in a mature, less volatile space. If you’re asking what the average Facebook engagement rate is in 2026, it’s still 0.15%, so you know exactly what to aim for.

• X: And what about X? The platform saw a subtle slide in engagement rates, dipping from 0.15% in 2024 to 0.12% in 2025. For brands that still invest in X, this signals a need for sharper content strategies and perhaps a rethink on how best to capture attention in a changing environment. While the numbers are modest, they offer a valuable reminder: standing still isn’t an option if you want to keep your audience engaged on X.

The engagement gap exists because people use these platforms very differently. Instagram is still largely about polished, aesthetic curation, while TikTok feels more raw, authentic, and immediate.

On TikTok, people don’t just scroll for inspiration. They actively look for answers. Whether it’s finding a restaurant in London, a solution for acne, or an honest review of the latest Marvel movie, users are increasingly going straight to TikTok instead of Google. But it goes beyond utility. TikTok is where people find communities around very specific interests and, in many cases, a sense of belonging.

The “For You” page plays a huge role in this. Discovery on TikTok feels effortless. The algorithm shows you what you want before you even know you’re looking for it. That’s what fuels deeper engagement. TikTok shortens the distance between users and the content they actually care about, while Instagram is still catching up when it comes to frictionless discovery. - Morgane Wasilewski, Social Media Manager at Channable

Strategic tactics to increase your engagement rate across platforms

Looking to turn benchmark insights into real results? Here are a few proven tactics to help boost engagement rate across your social channels:

• Humanize your brand: Show real people, stories, and behind-the-scenes moments. Audiences engage more with authenticity than with “stock” or overtly polished content.
• Embrace platform-specific features: Polls on X, Reels on Instagram, native stories—each feature comes with algorithmic boosts and higher user participation.
• Invest in powerful hooks: Capture attention right away—whether through a dynamic visual, a bold headline, or a pressing question. The faster you deliver a reason for audiences to interact with you, the more engagement your content will rack up.

Average likes per post across platforms

Platform	2024 Average Likes per Post	2025 Average Likes per Post
TikTok	3092	3492
Instagram	395	335
Facebook	155	255
X	40	15

It’s no secret that a quick glance at your like count gives you a pulse check on how your content is resonating. But averages across platforms?

That’s where benchmarks become real-world roadmaps, helping you answer “Are we ahead of the curve, or is there room to grow?”

• TikTok: Still the pulse-raiser of the social scene, TikTok stands out for its consistently high appetite for content. User enthusiasm hasn’t just stayed strong—it’s elevated (by 12%) showing that audiences are not only present but actively rewarding creative, eye-catching posts. If you’re leaning into trends and keeping things fresh, TikTok is still the go-to channel for visible, organic love.

• Instagram: This year brought a subtle shift for Instagram—while likes remain a core part of the experience, there’s a distinct sense of rising competition, with likes decreasing by 15% compared to previous values. The platform’s atmosphere has grown a bit more competitive, meaning it now takes even more creativity and true community-building to earn those taps. For brands, it’s a cue to double down on originality and ensure your content has a genuine point of view.

• Facebook: Defying expectations, Facebook managed a quiet resurgence in user engagement, gaining with 64% more likes compared to the previous year. For brands that really listen to their audience and tailor content accordingly, Facebook can surely ensure success. It’s a reminder that authenticity and relevance can still move the needle on legacy platforms—even when trends seem to point elsewhere.

• X: With a 62% YoY decrease in likes, it's becoming clearer that audiences here are becoming more selective and thoughtful, making every like harder to earn but potentially more meaningful. Brands can’t afford to phone it in: winning attention on X now requires sharper, more relevant content and a willingness to rethink what real engagement means on this platform.

Instagram likes are declining not because content is weaker, but because the platform prioritizes watch time, saves, and shares over passive engagement. Users increasingly interact through DMs and private channels, which don't show up in public metrics. The engagement isn't gone. It's just moved to the actions that actually drive reach.

Facebook's like rebound shows what happens when brands stop treating every platform the same and remember that Facebook was built for community, not distribution. Conversational posts that speak directly to existing audiences lower the friction to engage, making likes a natural response again. It's proof that platform-native strategy beats cross-posting every time.– Valeria Sillani, Global Social Media Manager at EasyVista and OTRS

Strategic tactics to increase your likes across platforms

Here are several strategic moves you can use across any network to turn more of your audience into active fans:

• Offer quick-win tips, hacks, or inspiration: Share bite-sized advice, “did you know?” facts, or motivational messages that provide instant value—content that’s useful or heartening tends to get more likes and shares.
• Optimize your visual storytelling: Prioritize striking imagery, bold graphics, or stop-motion visuals that stand out immediately in crowded feeds. High-quality, scroll-stopping visuals are often rewarded with more likes at first glance.
• Create recurring series with an interactive hook: Establish an ongoing content theme—such as “Monday Motivation” or “Ask Me Anything Wednesdays”—that encourages habitual interaction. When followers come to expect (and look forward to) consistent, interactive posts, likes tend to grow over time.

Average comments across platforms

Platform	2024 Average Comments per Post	2025 Average Comments per Post
TikTok	66	50
Instagram	24	20
Facebook	17	22
X	1	1

Comments are where true engagement lives—where audiences pause the scroll, join the conversation, and leave their mark. But not all platforms spark dialogue equally, and this year brought some interesting shifts in the art of getting people talking.

• TikTok: The buzz is real, but conversation is getting more selective. While TikTok still inspires tons of quick reactions, users are now less likely to jump into long comment threads, the platform scoring a 24% decrease YoY in comments generated. This is a sign the platform’s interaction style is evolving—quick, high-energy content still rules, but deeper exchanges may need a new approach.

• Instagram: Engagement through comments remains a pillar on Instagram, though it’s on a gentle downward slope (scoring a 20% YoY decrease). With so much content competing for attention, getting followers to pause and say something requires more intentional prompts and community-minded hooks.

• Facebook: The original home of social dialogue is regaining some spark, registering a 20% increase in the number of comments generated. Despite the platform’s age, Facebook posts are seeing livelier comment sections, pointing to the value of familiar formats and trusted communities. When brands nurture discussion and invite open input, their audience is ready to chime in.

• X: The nature of engagement here is brief and immediate; most users scroll, like, or move on. For those aiming to build actual conversation threads, success now depends on delivering hot takes or timely commentary that simply can’t be ignored.

Comments require time, and users are looking for quicker ways to engage with content. Instead of reacting publicly, they are forwarding content to friends privately or in group chats. This points to a shift toward connection-driven engagement.

It’s also important to note that Gen-Z is often described as the “spectator generation”, highly tuned in but selected about when and where they speak.

Also, platforms and algorithms are ever-changing. We’ve seen an increase in prioritisation around watch time and shares which could also explain this shift in behaviour. Overall, this shift tells us that users still care about content but they prefer to engage privately rather than through a public thread, leaving no trail. - Melody Doffman, Social Media Manager at Nestlé

Strategic tactics to increase your comments across platforms

Here are strategic tactics to help spark (and sustain) a lively comment section across any platform:

• Ask for feedback, ideas, or suggestions: Request input on new products, features, or content directions. Phrasing like “What should we try next?” or “How can we improve?” empowers your audience and shows that their voice matters, motivating them to comment.
• Share unfinished stories or open-ended scenarios: Post cliffhangers, “what would you do?” questions, or stories with missing pieces. The curiosity and desire to weigh in encourage followers to fill in the blanks and keep the conversation going.
• Partner with micro-influencers for authentic collabs: Instead of big-budget sponsorships, tap niche or local creators who align with your brand values. Their loyal, engaged audiences trust their content—meaning your brand message gets a genuine boost in both reach and interaction.

Average shares across platforms

Platform	2024 Average Shares per Post	2025 Average Shares per Post
TikTok	170	248
Instagram	40	45
Facebook	13	17
X	1	1

As audiences grow more selective—often opting to scroll, swipe, or simply “like” in silence—the humble share has taken on a whole new significance. Shares are now the gold standard of audience action: proof that your content strikes a chord deep enough for someone to broadcast it beyond their own feed.

This shift is especially telling as passive consumption climbs across nearly every network. In a climate where getting users to even pause is a win, inspiring them to hit “share” says you’ve delivered true value—something worth amplifying

This year’s trends show that while not every platform is built equally for virality, every channel offers unique opportunities to inspire that all-powerful share.

• TikTok: Virality is thriving on TikTok. Sharing culture on this platform keeps gaining momentum as users enthusiastically boost what entertains, educates, or hits a cultural nerve. For creators and brands with their finger on the pulse, TikTok continues to deliver unmatched share potential, actually registering a 45% more shares generated YoY.
  
  
• Instagram: Sharing on Instagram maintained its slow-but-steady climb, increasing by 12%. While the share button isn’t the platform’s star, consistently shareable content—think valuable tips, memes, or beautiful visuals—means audiences are a bit more willing to spread the love to DMs and Stories.
  
  
• Facebook: Sharing has seen an uptick on Facebook as well (increasing by 30%), confirming that meaningful, relatable content still finds its way to broader audiences here. Tapping into personal connections and community-focused posts is your in-road to more organic reach.
  
  
• X: Shares (retweets) on X remain flat, underscoring the challenge of igniting widespread conversation. To cut through, content must be especially bold, timely, or divisive—otherwise, users are much more likely to observe than amplify.

Strategic tactics to increase your shares across platforms

Turning scrollers into sharers is a mark of resonance on any platform. While TikTok leads the pack, every social network rewards content that taps into emotion or value—so focus on creating posts people can’t wait to show others.

• Leverage user-generated content (UGC): Spotlight posts, stories, and case studies from real customers and followers. Audiences are more likely to share content that features themselves or people they relate to—plus, UGC brings an instant credibility boost.
• Tap into emotion—humor, awe, or inspiration: Content that makes people laugh, grabs their attention, or lifts their spirits is naturally shareable. Lean into moments or messages that spark a strong reaction, and your followers will want to pass it on.
• Encourage sharing as a form of participation: Invite your audience to be part of a movement—whether it's tagging friends, joining a challenge, or sharing their take on a topic. When sharing becomes a way to participate, your reach multiplies.

If marketers want to drive more shares, they need to focus on content people genuinely want to send to their group chats. That might be something highly relatable, genuinely useful, creatively inspiring, or simply something that makes people smile. The common thread is value — your content needs to earn its place in someone’s scroll.

Sharing is also a form of self-expression. When people share a post, they’re signaling their interests, values, or sense of humor. Pay attention to your own behavior here: when you share content from other brands or creators, save it and ask how that idea could be adapted for your brand.

You also don’t need to reinvent the wheel. Analyze your most-shared posts to spot patterns in topics or formats, and don’t hesitate to repurpose what’s already worked. As marketers, we see everything we publish but the average follower doesn’t, which makes revisiting strong ideas even more effective. - Elissa Wardrop, Social Media Specialist at IKEA

Average views across platforms

Platform	2024 Average Views per Post	2025 Average Views per Post
TikTok	6268	6496
Instagram	2635	3403
Facebook	1100	913
X	1430	2979

Views are the foundation of social success: every like, comment, or share begins with someone simply watching. But viewing habits aren’t static, and shifts in how (and where) people consume content reveal where the action—and the opportunity—truly lie.

• TikTok: Momentum remains strong on TikTok. Audiences are consistently turning up in high numbers, increasing its average number of views by 3% YoY, with the platform continuing to be the go-to for viral reach. Creativity and trend-savvy content still get rewarded with widespread visibility here.

• Instagram: Instagram saw an impressive lift in viewership, (of 29%) which may be part due to Instagram’s new way of measuring views (in 2025 impressions turned into views). The takeaway: Instagram is quickly becoming a powerful place for brands to grow their reach—especially with snackable, visually compelling content.

• Facebook: Views dipped slightly on Facebook (by 17%), signaling that organic reach is becoming more challenging. To capture attention here, brands need to experiment with format, timing, and hyper-relevant topics to stand out amid the noise.

• X: The platform saw a notable burst in viewership this year (registering a 50% increase), likely tied to viral moments and broader shifts in platform culture. Short-form, news-driven, and visually engaging content now has a clearer runway to reach broad audiences, offering renewed potential for brands willing to play bold.

In 2025, Instagram’s discovery engine pushed content further and faster than ever. With Reels now driving over 20% of time spent on the platform and expanded to three minutes, brands have more surfaces and more time to earn attention. Discovery no longer depends on follower count. Video-first content and collaborations are what the algorithm rewards, allowing even smaller brands to reach thousands organically and generate meaningful views without relying solely on paid spend. - Sara Zuehlke, Senior Social Media Strategist at Digible

Strategic tactics to increase your views across platforms

Ready to get your content in front of more eyes? Try these proven tactics to expand and drive up your view counts across every platform:

• Tap into cultural moments and real-time events: React to trending news, holidays, or viral topics with your brand’s unique angle. Timely, relevant reactions often earn higher views as audiences dive in on what everyone’s already talking about.
• Encourage team or employee sharing: Motivate internal team members or brand ambassadors to share your content to their networks, multiplying early exposure and attracting new eyes.
• Leverage eye-catching thumbnails and titles: Design strong, curiosity-driven thumbnails and headlines that stand out and make audiences want to click and watch.

The increase in views is a real opportunity for brands that felt priced out of reach before. As views go up, the pressure to be perfect goes down. What matters more now is showing up consistently with a clear point of view, focusing on creative, relevance, and storytelling rather than constant selling. Views open the door, but long-term brand building, recognition through repetition, and what you do once people are paying attention is what truly drives impact.” - Victoria I. , Brand Manager at fatjoe

Monthly posting frequency benchmarks

Platform	2024 Average Posts per Month	2025 Average Posts per Month
TikTok	15	15
Instagram	20	20
Facebook	47	24
X	50	70

How often you show up matters just as much as what you share. Here’s a quick look at how posting rhythms are evolving—and what that means for your brand’s visibility on each platform:

• TikTok: Consistency remains key—brands are sticking to a steady output. The platform rewards regular participation, but without overwhelming audiences. It’s all about maintaining momentum with a relaxed but reliable posting rhythm.

• Instagram: Post volume is holding steady, signaling that on Instagram, it’s quality and variety (think posts, Stories, and Reels), not just quantity, that keeps audiences engaged and algorithms happy.

• Facebook: A sharp reduction in post frequency (a 48% decrease) points to a more intentional approach, with brands moving away from volume and toward curated, high-value updates that cut through the crowded feed.

• X: Posting pace has accelerated (by 40%), underscoring the platform’s real-time, always-on nature. Timely, high-volume posting is still the route to relevance—and missing a beat could mean missing the conversation entirely.

The X platform rewards speed and conversation, not polished, curated, or aesthetic content. Brands need to stop treating X like it needs a content calendar. Encourage team members to engage in relevant conversations rather than creating only batched posts.

Set up monitoring or social listening tools for industry keywords, have clear brand guidelines, and let people be human. One authentic reply can outperform a week of scheduled posts. – Bukunmi Weke, Social media Strategist

For well-resourced teams with strong creative and production processes, posting 5 times per week is great as Socialinsider's benchmarks also point out. But for many brands especially a small marketing team chasing frequency quickly becomes a creativity trap.

The number itself isn’t the issue; consistency and value are. I’d always choose fewer, higher quality posts that genuinely resonate over hitting an arbitrary posting target.” – Danielle Mote , Social media specialist, Construct It and BJS

Strategic tactics to optimize your posting strategy

Want to make every post count? Try these practical tactics to fine-tune your posting cadence and keep your audience engaged—no matter the platform:

• Batch-create and schedule your content: Planning in advance ensures consistency (even on busy weeks) and helps you find the right frequency without burning out.
• Mix formats and content types: Don’t just rely on the same kind of post—rotate videos, images, carousels, Stories, or even live sessions to engage different audience segments and keep your feed fresh.
• Use analytics to spot your sweet spot: Monitor when your audience is most active and which posting patterns yield the highest engagement, then fine-tune your calendar accordingly.

Methodology

Within this social media benchmarking report, Socialinsider provide a representative sample of international brands with an active presence on TikTok, Instagram, Facebook, and Twitter, between January 2024 - December 2025. The findings of this study are based on the analysis of 70M social media posts.

Socialinsider define social media engagement rate as measurable interactions on Facebook, Instagram, Twitter, and TikTok posts, including comments, reactions, and shares, with the particularities for each platform.

Facebook engagement rate per post (by followers): Facebook engagement rate per post is calculated as the sum of reactions, comments, and shares on the post divided by the total number of fans that page has. The result is then multiplied by 100.

Instagram engagement rate per post (by followers): Instagram engagement rate per post is calculated as the sum of likes and comments on the post divided by the total number of followers that page has. The result is then multiplied by 100.

Twitter engagement rate per post (by followers): Twitter engagement rate per post is calculated as the sum of likes and Retweets received on the Tweet divided by the total number of followers that page has. The result is then multiplied by 100.

TikTok engagement rate per post (by followers): TikTok engagement rate is calculated as the sum of likes, comments, shares, and saves on the post divided by the total number of followers that page has. The result is then multiplied by 100.

Average likes per post: represents how many likes a post receives on average.

Average comments per post: represents how many comments a post receives on average.

Average shares per post: represents how many shares a post receives on average.

Average views per post: represents how many views a post receives on average.

Note: This post originally appeared on SocialInsider and is republished here with permission.

Reviewed by Ayaz Khan.

Read next: Content Marketing Job Trends: Mid-Level Down 70%+, Senior Up 300%+, AI Now Expected in 34% of Senior Roles

by External Contributor via Digital Information World

Content Marketing Job Trends: Mid-Level Down 70%+, Senior Up 300%+, AI Now Expected in 34% of Senior Roles

Author: Margarita Loktionova, Contributors: Cecilia Meis and Anna Yudina

In 2026, companies aren’t just hiring content marketers to write blog posts or manage calendars.

They want them to own visibility across search, AI-driven discovery, and storytelling and to prove impact.

To understand how the content marketing profession is shifting, Semrush analyzed 8,000 content marketing job listings across the US.

Semrush looked at job titles, skills, responsibilities, salaries, degree requirements, and AI expectations  and explored the top trends for this year.

Methodology

To understand the trajectory of the 2026 job market, Semrush analyzed 8,000 content marketing job listings from Indeed.com (US) as of November 25, 2025.

Here’s how Semrush approached it:

• Data collection and cleaning: Because many roles appeared under multiple job titles (e.g., a “Content Manager” listing also showing up in “Content Strategist” results), Semrush deduplicated overlapping postings and normalized roles by job function, resulting in a final dataset of 8,000 unique listings.
• Segmentation by seniority: Semrush team categorized the market into two distinct groups—Senior Positions (including Head, Director, VP, Chief, Lead, and Executive roles) and Other Positions—to compare requirements across career stages.
• Semantic extraction: Semrush analyzed the raw text of each listing to identify the frequency of specific marketing skills, educational requirements, and emerging AI-related keywords.
• Trend analysis: Semrush also compared the findings to 2023 data from its previous study to see how requirements have shifted over the last three years.

Key Findings

Across current job listings, employers increasingly describe content roles in terms of analytics, narrative building, AI literacy, SEO, and measurable outcomes.

Here’s a quick snapshot of the findings:

• Execution-heavy roles now make up 34% of listings, while demand for mid-level generalist titles dropped by 70%+ since 2023; at the same time, senior ownership roles (Head / VP of Content) grew by 300–375%.
• Analytics appears in 40% of senior roles and 36% of non-senior roles, while storytelling follows closely at 29% and 27%, reflecting higher expectations around measurement, narrative control, and business impact.
• “Content creation” is replacing “writing” as the primary execution skill: mentions of writing fell by 28% since 2023, while content creation requirements increased by 209%, potentially reflecting demand for multi-format output.
• Salaries increased across the market: median pay reached $161,500 for senior roles (+54%) and $80,000 for non-senior roles (+29%), with maximum salaries rising sharply at both levels.
• AI is becoming a baseline expectation rather than a specialization: 34% of senior roles and 19% of non-senior roles mention AI, but highly specific skills (prompt engineering, AI content creation) still appear in <1% of listings.

Let’s explore what the data says.

1. The Content Marketing Job Market Has Split Into Two Extremes

Content marketing roles in 2026 are clustering around execution and senior ownership:

• The "Content SEO Manager" has become a top-tier title: Titles combining content ownership and SEO now account for 20% of all listings—matching “Content Creator” for the highest volume in the study. This signals a clear shift toward roles that sit at the intersection of content production, search performance, and AI-driven discovery.
• Hands-on content roles are seeing the highest growth: "Content Producer" listings increased by 1,261% and "Content Creator" listings rose by 410%, making these two roles a combined 34% of the total market Semrush analyzed.
• Senior leadership demand is expanding rapidly: Postings for "Head of Content Marketing" grew by 376% and "VP of Content" by 308%. This means there is a growing demand for high-level executives to own the entire content department—and most likely oversee AI workflows.
• Mid-level roles remain common but show the steepest decline in new demand: "Content Marketing Manager" is still the third most frequent title (14% of listings), but new job postings for this role dropped by 73% compared to 2023. Similarly, "Content Marketing Specialist" listings fell by 74%, suggesting that companies may be slowly moving away from such generalist titles.

2. Analytics and Storytelling Become Primary Requirements Across All Levels

Data literacy and narrative skills are now the top-tier requirements for content professionals:

• Analytics is the #1 requested skill for senior positions: Analytics—the ability to collect and interpret data—appears in 40% of leadership listings and 36% of other positions. This indicates that companies prioritize content marketers who can make data-driven decisions.
• Storytelling has surged to become a top-three requirement for senior content roles. Narrative expertise now appears in 29% of senior postings—up from just 8% in 2023—signaling a growing expectation that content leaders own messaging, positioning, and narrative direction. Especially as AI-generated content is becoming more common.
• Execution roles show a pivot toward "Content Creation" over pure "Writing": When comparing the data to 2023 findings, Semrush saw that the requirement for "Writing" fell by 28% in execution-level roles, while "Content Creation" rose by 209%. This suggests that employers are looking for multimedia creators who can produce content across various formats.
• SEO is now a standard requirement for content marketing roles: SEO appears in 20% of senior listings and 28% of non-senior roles, showing that search knowledge is no longer limited to specialists but expected across many content positions.

3. Data Analysis and Narrative Strategy Become the Core of Content Work

The distribution of responsibilities in content marketing job listings is aligned with the key marketing skills, focusing on performance analysis, PR, and storytelling:

• Data collection and analysis is the most frequent responsibility for senior content roles:  This responsibility appears in 42% of senior listings, representing a 369% increase since 2023. For non-senior positions, it grew by 818%—appearing in 37% of job listings.
• Workflow automation has emerged as a codified requirement: "Automate workflows" is now explicitly listed as a responsibility in 13-17% of all content roles.
• The "Follow Industry Trends" requirement has skyrocketed for non-senior roles: Based on the comparison with 2023 data, this task grew by 766% for execution roles.

4. AI Literacy is a Growing Requirement for Content Marketing Roles

AI proficiency is quickly becoming a core expectation for content professionals, with 34% of senior job listings and nearly 20% of execution-level roles mentioning “AI.”

Mentions of LLM and general AI familiarity also appear in 7% of senior roles and 5% of non-senior roles.

The data also reveals emerging specialized categories:

• AI Search & SEO 2.0: Listings mentioning SGE, AEO, or AI Search account for 2% of senior roles and 1.5% of others. This reflects the push to adapt content for AI search.
• AI content creation: While currently a smaller percentage (0.8% and 0.6% respectively), the inclusion of this skill shows that AI-assisted content production is becoming part of content marketing work.
• Prompt engineering: Though often discussed as a "job of the future," it currently appears in less than 0.5% of listings. This may indicate prompt engineering hasn’t been formalized as a standalone requirement yet.

5. Technical Degrees Rise as Traditional Liberal Arts Requirements Fade

The educational background required for content roles is shifting away from traditional liberal arts toward more technical and business-oriented degrees:

• Senior roles are pivoting toward business and ROI-focused backgrounds: "Business" is now the #2 most requested degree for senior positions (14.6%), followed closely by "Communication" (13.6%).
• The demand for traditional "writing-heavy" degrees is declining: Requirements for "English" degrees fell by 47% for executive roles, while "Journalism" saw a 37% drop compared to 2023.
• Senior content roles are increasingly intersecting with technical domains. While Computer Science degrees still appear in only 7% of leadership listings, their 400% increase since 2023 points to rising demand for technical fluency alongside traditional content leadership skills.

6. Content Marketing Salaries Surge as Strategic Value Increases

Since 2023, compensation for content professionals has increased across all levels:

• Content marketing salaries rose sharply across both senior and non-senior roles. Since 2023, median pay has increased by 54% for senior positions and 29% for other roles, reflecting higher baseline compensation as content work takes on more strategic responsibility.
• Executive compensation is reaching record highs: While the maximum reached $840,000, likely reflecting equity or global scope, the median of $161,500 better represents typical senior compensation.

7. Remote Work Options Grow Across Content Roles

Remote work options have grown steadily since 2023, while the majority of content marketing roles remain in-house. About 31% of senior and non-senior positions are now advertised as remote, up from roughly 24% in 2023.

• Remote work listings now account for nearly one-third of the market: Remote options represent 31% of senior roles and 32% of other roles.
• In-house roles remain the primary format but show lower growth: While roughly 69% of listings are for in-house positions, these grew by only 3% since 2023.
• Senior roles are increasingly advertised as remote: The 25% increase in remote senior listings shows that high-level management and strategic roles are being offered with flexible location options more frequently.

The Content Marketing Career: Practical Takeaways

In 2026, content marketers aren’t evaluated on output alone. They’re expected to own discovery, drive results, and understand performance.

Here’s what this means in practice:

• Expand your skills beyond content creation into SEO and AI-driven search. Because many teams expect content marketers to own whether content gets seen, candidates should build a working knowledge of SEO fundamentals and how AI search surfaces content.

• Show how your work drives outcomes. Job listings increasingly reference performance, visibility, and impact. Be ready to explain what your content achieved with metrics like rankings, traffic, conversions, etc.

• Position storytelling as a business skill. Narrative work shows up alongside responsibilities like PR, positioning, and strategy. Frame your writing and creative skills in terms of brand influence and decision-making.

• Acknowledge AI explicitly in your experience. Because “AI” now appears a lot more often in content marketing job descriptions, candidates who mention how they’ve worked alongside AI tools (even at a high level) remove ambiguity for hiring teams.

• Be clear about the scope you can own. Many roles combine execution, analysis, and coordination. Define whether you’re strongest at leading direction, producing at scale, or owning projects end to end—and show proof.

Taken together, these changes point to a content role that’s less about output alone and more about ownership.

Semrush is built for this reality, helping marketers manage content, SEO, and AI visibility with data they can act on.

This post originally appeared on Semrush blog and is republished on DIW with permission.

Edited by Asim BN.

Read next: 

• Tech companies are blaming massive layoffs on AI. What’s really going on?

• Social media influencers increase the toxicity and power of misinformation, research shows

• AI may be making us think and write more alike

by External Contributor via Digital Information World

Tech companies are blaming massive layoffs on AI. What’s really going on?

In the past few months, a wave of tech corporations have announced significant staff cuts and attributed them to efficiency gains driven by artificial intelligence (AI).

Image: Berke Citak / Unsplash

Companies such as Atlassian, Block and Amazon have announced they would lay off thousands of employees due to increased reliance on AI.

The narrative these companies offer is consistent: AI is making human labour replaceable, and responsible management demands adjustment.

The evidence, however, tells a more nuanced story.

The automation story is partly true

Genuine disruption is visible in specific corners of the labour market, though the scale of that disruption is commonly overstated. Research from Anthropic published earlier this month shows that although many work tasks are susceptible to automation, the vast majority are still performed primarily by humans rather than AI tools.

Moreover, some occupations are more exposed to displacement than others: computer programmers sit at the top of the list, followed by customer service representatives and data entry workers. Yet even within the most exposed occupations, AI use is still limited.

The aggregate economic data reflects this reality. A 2025 Goldman Sachs report estimated that if AI were used across the economy for all the things it could currently do, roughly 2.5% of US employment would be at risk of job loss.

That’s not a trivial number. However, the report notes that workers in AI-exposed occupations are currently no more likely to lose their jobs, face reduced hours, or earn lower wages than anyone else.

The report does note early signs of strain in specific industries. Goldman Sachs identifies sectors where employment growth has slowed that align with AI-related efficiency gains. Examples include marketing consulting, graphic design, office administration and call centres.

In the tech sector, US workers in their 20s in AI-exposed occupations saw unemployment rise by almost 3% in the first half of 2025. Anthropic’s research also found that job-finding rates (the chance of an unemployed person finding a job in a one-month period) for workers aged 22–25 entering AI-exposed occupations have fallen by around 14% since the launch of ChatGPT in 2022. This is a tentative but telling signal about where the pressure is being felt first.

These are meaningful signals, but they are sector-specific and concentrated – not the evidence of sweeping displacement that corporate announcements often imply. That gap between the evidence and the rhetoric raises an obvious question: what else might be driving these decisions?

What is the motive?

The timing and framing of the layoffs attributed to AI layoffs warrants closer examination. Corporate restructuring, over-hiring during the post-pandemic boom as demand for online services soared, and pressure from investors to demonstrate improved profit margins are all forces operating at the same time as genuine advances in AI.

While these are not mutually exclusive explanations, they are rarely acknowledged alongside one another in corporate communications.

There is a powerful financial incentive for companies to be seen to be embracing AI aggressively. Since the launch of ChatGPT, AI-related stocks have accounted for about 75% of S&P 500 returns.

A workforce reduction framed around AI adoption sends a signal to investors that a straightforward cost-cutting announcement does not. A company making AI-related innovations looks a lot better than one sacking staff due to declining revenues or poor strategic decisions.

It is also worth distinguishing between two kinds of workforce reduction. In the first, AI genuinely increases productivity to the point where fewer workers are needed to produce the same output. In the second, staff reductions are not a consequence of AI, but a way to fund it.

Meta illustrates this distinction. The social media giant is reportedly planning to lay off as much as 20% of its workforce, while simultaneously committing US$600 billion to build data centres and recruit top AI researchers.

In this case, the workers being let go are not being replaced by AI today; they are subsidising the AI bet their employer is making on the future.

The more plausible future

The big picture is likely one of transformation rather than elimination. According to a recent PwC report, employment is still growing in most industries exposed to AI, although growth tends to be slower than in less exposed sectors.

At the same time, wages in AI-exposed industries are rising roughly twice as fast as in those least touched by the technology. Workers with AI skills command an average wage premium of about 56% across the industries analysed.

Together, the data points toward a flattening of the traditional workplace pyramid rather than mass displacement. Firms require fewer junior employees for routine analytical and administrative work, while experienced professionals who deploy AI tools effectively become more productive and command greater value.

AI is a consequential technology and will have a significant impact in the long term. What is in doubt is whether the dramatic, AI-attributed workforce reductions announced by individual companies accurately reflect that trajectory, or whether they conflate genuine technological change with decisions that would have been made regardless.

Making this distinction is not merely an academic exercise. It shapes how policymakers, educators and workers themselves understand the nature of the disruption they are navigating.

Uri Gal, Professor in Business Information Systems, University of Sydney

This article is republished from The Conversation under a Creative Commons license. Read the original article.

Read next: 

• Social media influencers increase the toxicity and power of misinformation, research shows

• Why Seamless Experiences Start Behind the Scenes

by External Contributor via Digital Information World

Why Seamless Experiences Start Behind the Scenes [Ad]

By Awais Ahmed

Have you ever left an event that was executed flawlessly? From the moment you purchased a ticket until the second you left the venue, everything was taken care of. You weren’t confronted with confusing choices when it came to your ticket selection. You didn’t second-guess which panel was best suited for your industry. And you were even able to navigate the venue without making a wrong turn or waiting too long to use the restroom.

Seamless experiences leave audiences feeling like their time and attendance were worthwhile. They are satisfied with their decision to attend the conference or found the trade show to be valuable. However, most audiences don’t think about what had to happen behind the scenes in order for the experience to be a positive one.

This is the result of event technology infrastructure — calculated planning, complex systems, and countless hours spent by event planners, designers, AV technicians and production teams, and others who come together to orchestrate a seamless experience.

Why Do Seamless Experiences Start Behind the Scenes?

What appears to be effortless oftentimes isn’t. A trained chef who presents a plate of fresh pasta with a simple marinara sauce has spent years perfecting their family’s sauce recipe. A figure skater who seems to glide across the ice as if they’re floating on air has spent hours upon hours at the rink training themselves to be light and airy. And a well-executed conference or trade show that attracts the right types of industry leaders and presents innovative, engaging information has been in the works for weeks, if not months.

The appearances of seamlessness or effortlessness are actually the result of unseen preparations and coordination. To give attendees everything they could want out of the experience, event planners focus on everything from logistics and operations to scheduling and vendor participation. The result is a memorable, professional experience that audiences will continue to talk about.

Most of what goes into a seamless experience is anticipating the “what ifs.” Having a contingency plan — or sometimes a Plan B, C, and D — can impact how the event unfolds. Because the truth is, something unexpected is bound to happen. A planned speaker may not be able to make it due to illness or a cancelled flight. A promised vendor may have run into a supply issue and may not be able to demo their highly-awaited product line. A tech glitch may cause a temporary outage of WiFi, leading attendees to be unable to access their cellular devices.

Planning ahead allows organizers to foresee these potential distractions and have an answer or solution to just about all of them. This, along with real-time problem solving, can erase any fears or trepidations about troubleshooting issues before they become noticeable to attendees.

What Types of Backend Systems Can Help Determine Attendee Satisfaction?

Digital technology has enabled event planners and organizers to tap into advanced backend systems to make their lives easier. These tools and systems can also assist in pulling off a seamless experience — whether it’s a professional conference, vendor trade show, or perhaps a retail activation. Here are just a few types of backend systems that can help determine attendee satisfaction.

Registration

The key to event registration is to make it as easy as possible. You don’t want the barrier to entry to be an overly complicated online form that requires too many mandatory fields or an overwhelming number of options. Instead, focus on making registering for the event foolproof by simplifying the purchase page. Ask for essential information, such as name, email address, contact details, and payment.

Any supplementary information can be asked for closer to the event to provide a more tailored event experience. Using a comprehensive event registration system can truly simplify the preregistration and day-of check-in experience for attendees.

Audio-Visual (AV)

Transforming a blank, open warehouse into a compelling, attractive event space will take a bit of design help. AV specialists can offer a wide variety of high-end solutions, including LED video walls and interactive displays to engage attendees from the start. These specialists can also provide on-site IT support and staffing to ensure everything goes on event day without a hitch.

Event Lead Capture

For many trade shows, getting contacts is just as important, if not more, than the event itself. With event lead capture, attendees can be part of the digital networking experience. With a simple scan of someone’s event badge, vendor exhibitors can follow up post-event efficiently to maximize ROI and continue their conversations. This can lead to increased sales and higher satisfaction for both vendors and attendees.

Digital Signage

Providing real-time, dynamic information to attendees is crucial at events. Digital signage can help communicate important updates, such as a room change for a speaker. This allows planners to be flexible, instead of worrying about printed brochures and schedules that can cause attendees to become confused or miss an important update.

Final Takeaways

Seamless experiences, whether in retail, conferences, or trade shows, appear effortless. But just like the duck that is gliding across the lake but rapidly paddling below the water, events are anything but easy to pull off. Behind-the-scenes efforts that leverage new technology are the secret to creating a seamless experience that will increase attendee satisfaction.

Image: Kevin Gonzalez / Unsplash

Reviewed by Asim BN.

Read next:

• Teaching teens critical thinking could be key to challenging fake news, AI slop and toxic social media

• Americans Spend an Average of 6.3 Hours Daily on Mobile Devices; Older Users Log Up to 358 Minutes Across 17 Apps

by Sponsored Content via Digital Information World

Social media influencers increase the toxicity and power of misinformation, research shows

By Cardiff University

Social media influencers (SMIs) can perpetuate the flow of misinformation online because of the unique relationship they have with their followers, research led by Cardiff Business School finds.

Image: dlxmedia.hu / Pexels

Published in the journal Psychology & Marketing, academics analysed brand-related misinformation and associated user comments spanning 47 brands, across nine industries, over a three-year period. It is the first study to measure the extent and types of toxicity generated by influencers versus regular users.

Brands increasingly rely on SMIs to reach and engage with their target audiences, investing a record $33bn in influencer marketing in 2025.

Influencers have become integral to product endorsement in recent years, but the communities they create can also rally behind inaccurate posts, blindly attacking brands, researchers show.

Regular social media users are usually confronted and attacked for spreading misinformation, the study found. They are therefore motivated to steer the conversation towards more civil tones and correct falsities as engagement grows. Influencers have the exact opposite incentive because their profits increase with engagement.

The analysis shows toxicity peaks when influencers discuss socio‐political issues, where public stakes are higher.

Lead author Dr Giandomenico Di Domenico said: “We know that social media influencers often have huge followings that can be extremely useful for brands looking to increase sales. This research shows the negative impact of what happens when influencers decide to endorse or amplify misinformation. Our findings show influencers generate more toxicity than regular users, amplifying content under the same conditions that enhance their visibility and influence.

“While regular users might see inaccurate posts called out and critiqued, the unique parasocial bond influencers have with their communities means these groups are much more likely to get behind an idea without interrogating its veracity.

“This means these posts do not simply attract more attention; they actually transform dispersed individual reactions into collective, belief‐driven antagonism. Misinformation introduced within these relationships therefore has much more traction and potential for harm.”

"It could be a challenge to persuade some influencers to be more responsible in their posts – as this greater engagement actually leads to higher profits. As they have an incentive to maintain high levels of engagement, sharing divisive, polarizing, and arousing contents such as misinformation might represent a clear business strategy." — Giandomenico Di Domenico, Lecturer in Marketing and Strategy

Researchers identified two influencer‐specific mechanisms that can boost the reach and power of misinformation: Legitimation, where the influencer adds weight to a theory; and community enmeshment, where their community rallies behind it.

When these two elements combine, researchers say they sustain “toxic echo chambers”, converting credibility and parasocial bonds into “collective antagonism”. As engagement increases, it produces a “self‐reinforcing toxicity–engagement spiral”.

In early 2025, several social media influencers on TikTok shared viral videos alleging that luxury brands such as Hermès, Louis Vuitton, and Chanel secretly manufacture their goods in Chinese factories while falsely marketing them as “Made in France” or “Made in Italy.”

The influencers presented their claims as exposés of industry deceit, despite offering no verifiable evidence to support them. The videos amassed millions of views and stimulated widespread debate among users concerning authenticity, ethical conduct, and transparency within the luxury sector, positioning the implicated brands at the centre of online criticism and misinformation.

Dr Giandomenico Di Domenico said: “This case highlights a growing paradox in influencer culture. Despite the positive impact of SMIs on marketing outcomes, their prominence also introduces new risks, particularly when controversial or misleading content sparks toxic reactions directed at brands.

“Understanding whether toxicity unfolds differently when misinformation originates from regular users versus SMIs is vital, given the distinct levels of influence, credibility, and audience engagement they command.”

Don't You Know That You're Toxic? How Influencer‐ Driven Misinformation Fuels Online Toxicity is published in the journal Psychology & Marketing and available to view here.

Reviewed by Irfan Ahmad.

Note: This post was originally published on Cardiff University and is republished here with permission.

Read next: Gen Z holds companies to account for greenwashing

by External Contributor via Digital Information World

Gen Z holds companies to account for greenwashing

By Juan F. Samaniego / Sònia Armengou

Informing people about sustainability is more important than ever, but it is only effective if done honestly, according to a study led by the UOC

Companies increasingly want to talk about sustainability, but not everyone believes equally in their commitments. The focus of corporate communication has shifted towards sustainability in response to increasingly serious environmental issues, international campaigns such as the UN's 2030 Agenda, regulatory pressures in certain markets, interest in more environmentally friendly investments and a growing number of environmentally aware consumers. As a result, environmental matters have become a key part of corporate reputation in recent years.

However, not all organizations that claim to be sustainable are [seen as sustainable] and not everyone shares the same views of these corporate commitments. Members of Gen Z, those born between 1995 and 2009, are especially sensitive to greenwashing and seem prepared to shun companies that are not consistent with their message. This is the conclusion of a new study led by Elisenda Estanyol, a researcher in the Learning, Media and Entertainment Research Group (GAME) and a member of the Faculty of Information and Communication Sciences Studies at the Universitat Oberta de Catalunya (UOC). Researchers from Pompeu Fabra University and the MERCO Corporate Reputation Business Monitor also participated in the study.

"The most striking thing is that Gen Z isn't indifferent or complacent: they actively observe, assess and judge the companies' behaviour in terms of the environment. They don't just consume; they construct a brand's reputation, based on what it does or doesn't do for the environment," said Estanyol, who is also the academic director of the University Master's Degree in Corporate Communication, Protocol and Events at the UOC. "The study shows a generation that is especially sensitive to greenwashing and ready to hold companies accountable when they say one thing and do another."

“Generation Z actively observes, evaluates and judges companies’ environmental behaviour”

Stigmatized sectors and more demanding consumers

One of the key findings of the study, based on the opinions of 8,980 people in three European countries (Spain, Italy and Portugal) and three Latin American countries (Chile, Colombia and Mexico), is that, when it comes to sustainability, not all companies start from the same point. The reputation and environmental commitment of organizations in socially stigmatized sectors, such as tobacco, gambling, fossil fuels or sugary drinks, are generally perceived more negatively. However, these negative perceptions, like the positive ones, vary between countries and population groups.

Europeans tend to be more critical than Latin Americans when assessing companies' environmental commitment. Spain stands out as the most demanding country. According to Estanyol, "this is due to several factors. First, there is greater social and media awareness of the climate crisis. Second, there is a tradition of distrust towards institutions and large corporations, which leads young people to adopt a more sceptical and demanding perspective. Gen Z in Spain does not take environmental commitment for granted: it demands evidence, transparency and tangible results."

Mexico and Colombia lead in positive ratings. This does not necessarily mean that companies in these countries are more sustainable, but that social expectations may be different. "In countries where environmental regulation is less strict or there is less institutional pressure, any visible effort is perceived as a significant advance," said Estanyol, who is also attached to the UOC-TRÀNSIC research centre. "In Europe there is an increasingly demanding regulatory framework, which raises people's expectations. Sustainability is no longer a bonus, it has become a minimum expected standard, which explains a more critical and less forgiving public attitude to corporate behaviour."

Besides location, another factor that makes a difference is gender. In all the countries and generations analysed in the study, women tend to value environmental commitment and corporate reputation more highly than men. This difference is especially clear in Generation X and Millennials, but it is also evident in Gen Z. This highlights the importance of incorporating a gender perspective in the analysis of corporate social responsibility.

Gen Z is demanding, but also recognizes effort

The results of the study confirm that Gen Z is more critical, demanding and active than previous generations. The data, however, suggest certain nuances. Far from showing a systematic distrust of companies, Gen Z values environmental commitment and corporate reputation most positively, especially when they perceive this commitment as credible and consistent. In other words, members of this generation are demanding, but they are also able to recognize companies' hard work and real commitment.

This behaviour points to a key characteristic: Generation Z acts not so much from distrust as from discernment. Their expectations are high, but not indiscriminate. They expect transparency, consistency between discourse and practice, and measurable results. When these conditions are met, the response is positive. "The message for companies is clear: Gen Z is watching and will not forgive inconsistency. Companies that incorporate sustainability in a real and verifiable way can gain reputation and legitimacy; those that merely feign commitment risk losing credibility," Estanyol said.

Towards credible sustainability: key points for companies

Communicating sustainability is more important than ever, but it is only effective if it is done honestly and connects with the realities of different audiences. The study not only diagnoses the demanding circumstances in which companies operate, but also proposes a series of changes to how they communicate to respond to the demands of an increasingly engaged public:

• Real and verifiable transparency. Environmental commitment must be communicated with clear data and measurable objectives that allow real progress to be verified, beyond marketing messages.
• Targeted messages. Expectations regarding sustainability vary between countries and socio-demographic groups, so environmental communication must adapt the content and form of messages accordingly.
• Channels open to participation. Generation Z expects to be able to interact with companies and question corporate discourse, so businesses should focus on digital channels that encourage dialogue and not just one-way communication.
• Consistency in words and action. Environmental commitment is only credible if it is aligned with real, sustained action. Any contradiction is quickly detected and called out, especially by younger audiences.

"The implication for companies is clear: neutrality is no longer an option," said Estanyol. "For Gen Z, doing things right has a reputational reward, but doing them badly has an immediate cost. Brands face a logic of reward or punishment in which coherence in terms of the environment directly influences trust, reputation and social legitimacy. It's not enough to talk about sustainability: it must be demonstrated constantly."

For more information:

Estanyol, Elisenda, Mas-Manchón, Lluís, Fernández-Cavia, José & Van-Bergen, Pablo. (2025). Raising the bar? How Generation Z perceives corporate reputation and environmental commitment. Young Consumers: Insight and Ideas for Responsible Marketers. https://doi.org/10.1108/YC-06-2025-2596

This research is aligned with the UOC's Digital transition and sustainability research mission and contributes to the following UN Sustainable Development Goals: SDG 11, Sustainable Cities and Communities, SDG 12, Responsible Consumption and Production, and SDG 13, Climate Action.

Image: Markus Spiske / Unsplash

Note: This study was originally published by the Universitat Oberta de Catalunya (UOC) and republished here with permission. The findings are based on a three‑wave cross‑national survey conducted in 2023 with 8,980 participants.

Reviewed by Asim BN.

Read next: AI may be making us think and write more alike

by External Contributor via Digital Information World

AI may be making us think and write more alike

By Julia Grimmett - University of Southern California Dana and David Dornsife College of Letters, Arts and Sciences.

Large language models may be standardizing human expression — and subtly influencing how we think, say computer science and psychology researchers at USC Dornsife.

Artificial intelligence chatbots are standardizing how people speak, write and think. If this homogenization continues unchecked, it risks reducing humanity’s collective wisdom and ability to adapt, argue USC computer scientists and psychologists in an opinion paper published March 11 in the Cell Press journal Trends in Cognitive Sciences.

The researchers — led by Morteza Dehghani, professor of psychology and computer science at the USC Dornsife College of Letters, Arts and Sciences — say that AI developers should incorporate more real-world diversity into large language model (LLM) training sets, not only to help preserve human cognitive diversity, but also to improve chatbots’ reasoning abilities.

“Individuals differ in how they write, reason and view the world,” says study first author Zhivar Sourati, a PhD student at the USC Viterbi School of Engineering. “When these differences are mediated by the same LLMs, their distinct linguistic style, perspective, and reasoning strategies become homogenized, producing standardized expressions and thoughts across users.”

Large language models dampen individuality

Within groups and societies, cognitive diversity bolsters creativity and problem-solving, say the researchers. However, cognitive diversity is shrinking worldwide as billions of people are using the same handful of AI chatbots for an increasing number of tasks, they add. When people use chatbots to help them polish their writing, for example, the writing ends up losing its stylistic individuality, and people feel less creative ownership over what they produce.

“The concern is not just that LLMs shape how people write or speak, but that they subtly redefine what counts as credible speech, correct perspective, or even good reasoning,” says Sourati, a member of Dehghani’s Morality and Language Lab.

The team points to multiple studies showing that LLM outputs are less varied than human-generated writing and that LLM outputs tend to reflect the language, values and reasoning styles of Western, educated, industrialized, rich and democratic societies.

“Because LLMs are trained to capture and reproduce statistical regularities in their training data, which often overrepresent dominant languages and ideologies, their outputs often mirror a narrow and skewed slice of human experience,” says Sourati.

Though studies show that individuals often generate more ideas with more details when they use LLMs, groups of people produce fewer and less creative ideas when they use LLMs than when they simply combine their collective powers, note the researchers.

“Even if people are not the firsthand users of LLMs, LLMs are still going to affect them indirectly,” says Sourati. “If a lot of people around me are thinking and speaking in a certain way, and I do things differently, I would feel a pressure to align with them because it would seem like a more credible or socially acceptable way of expressing my ideas.”

LLMs can reduce the variety of reasoning styles

Beyond language, studies have shown that after interacting with biased LLMs, people’s opinions become more like the LLM that they used.

LLMs also favor linear modes of reasoning such as “chain-of-thought reasoning,” which requires models to show step-by-step reasoning. This emphasis reduces the use of intuitive or abstract reasoning styles, which are sometimes more efficient than linear reasoning, the researchers say.

They also note that LLMs can alter people’s expectations, which can subtly change the direction of a person’s work.

“Rather than actively steering generation, users often defer to model-suggested continuations, selecting options that seem ‘good enough’ instead of crafting their own, which gradually shifts agency from the user to the model,” says Sourati.

The researchers say that AI developers should intentionally incorporate diversity in language, perspectives and reasoning into their models. They emphasize that this diversity should be grounded in the diversity that exists within humans globally, rather than introducing random variation.

“If LLMs had more diverse ways of approaching ideas and problems, they would better support the collective intelligence and problem-solving capabilities of our societies,” said Sourati. “We need to diversify the AI models themselves while also adjusting how we interact with them, especially given their widespread use across tasks and contexts, to protect the cognitive diversity and ideation potential of future generations.”

About the study: USC Viterbi PhD student Alireza Ziabari also contributed to the research, which was supported by funding from the Air Force Office of Scientific Research.

Image: Tara Winstead / Pexels

This post was originally published by the USC Dornsife College of Letters, Arts and Sciences and is republished here with permission.

Reviewed by Ayaz Khan.

Read next:

• New Research Challenges Idea That Humans Can Achieve True Multitasking

• It’s tempting to offload your thinking to AI. Cognitive science shows why that’s a bad idea

by External Contributor via Digital Information World