Is social media excluding people?

When we think about social media, it’s easy to assume that everyone is using it.  

Platforms like TikTok, Instagram, Facebook, and LinkedIn are seemingly everywhere, woven into the fabric of our daily lives. But is that really the case? While these platforms are designed to connect us, they may also be unintentionally excluding certain groups of people. 

A recent conversation between our Digital Lead, Alex, and her friend highlighted this for her. Alex’s friend, who notably works in marketing, mentioned that as someone with autism, TikTok just doesn’t work for him – the content is too fast, too overwhelming. It made her think: in our drive to create ever more engaging and rapid content, could we be leaving people behind? 

In this blog, we want to explore how the rise of social media might be unintentionally excluding people, and why businesses need to consider accessibility in their branding and marketing strategies. 

The “TikTok generation” – but not for everyone… 

TikTok is known for its fast-paced, highly visual, and often chaotic content. That’s part of its charm for many users, especially Gen Z. But for others, like Alex’s friend, it’s a nightmare. The sheer speed at which content is consumed can be overwhelming for those with sensory sensitivities, making the platform an uncomfortable or even unmanageable space to navigate. 

And it’s not just those with autism – anyone with attention-related conditions or sensory processing disorders may struggle with platforms like TikTok, which prioritise quick, dynamic interactions. 

While TikTok’s popularity continues to soar, it’s worth considering: is it truly an inclusive platform? Should businesses which focus on TikTok content be thinking about alternative ways to reach these audiences? 

LinkedIn: The “professional” platform – but not for everyone… 

The assumption that “everyone is on social media” extends beyond entertainment platforms like TikTok or Instagram. LinkedIn, often seen as the professional social network, can be another point of exclusion. 

Again, Alex was talking to our Lead Developer, Z, the other day, who raised an interesting question: “Am I seen as less professional because I’m not on LinkedIn?” It’s a valid concern, especially as many businesses and recruiters use LinkedIn as their primary source of professional networking. 

But the reality is, not every professional is on LinkedIn. Whether it’s due to personal choice, discomfort with social media, or simply not feeling the need, there’s a significant portion of the professional world who operate outside of LinkedIn’s ecosystem. So, are they missing out? Or is the pressure to be on LinkedIn more about perception than actual value? 

The pressure to be “on everything” 

As marketers, it’s easy to fall into the trap of assuming everyone is on social media, that everyone’s watching your TikTok videos or updating their LinkedIn profiles. But the truth is, while these platforms are incredibly popular, they’re not for everyone. Whether it’s due to accessibility, sensory overload, or just plain preference, many people are choosing to stay away. 

This raises an important point for brands and marketers: just because a platform is trending doesn’t mean it’s the right space for your audience – or that it’s an inclusive space at all. We need to be more thoughtful about how we communicate across platforms, ensuring that we’re not unintentionally excluding people in our efforts to keep up with trends. 

Inclusivity in digital marketing 

So, what can businesses do to make sure their marketing is inclusive? Here are a few ideas: 

Diversify content formats 

Not everyone can handle fast-paced video content. Offering slower, more digestible formats like blog posts, podcasts, or even email newsletters can help ensure your message reaches a broader audience. 

Consider accessibility features 

Subtitles, alternative text for images, and screen reader-friendly content aren’t just nice-to-haves – they’re essential for making sure your digital content is accessible to all. 

Meet your audience where they are 

Not everyone is on LinkedIn, TikTok, or Instagram. Make sure you’re not limiting your audience by focusing too heavily on one platform. Use a multi-platform approach to ensure you’re reaching people who prefer different types of engagement. 

Create content for different sensitivities 

Consider offering versions of your content that are less overwhelming – slower-paced videos, minimal visual stimulation, and clearer, more direct communication. 

The need for empathy in marketing 

“Ultimately, this all comes down to empathy,” explains Alex, here at Root Fifty-Two.

“Understanding that your audience is diverse – not just in interests, but in their ability to engage with certain platforms – is key to creating inclusive marketing strategies. Social media has the power to connect us, but only if we’re thoughtful about who might be left out of the conversation. 

“As marketers and business owners, we should be asking ourselves: who isn’t being served by our current approach? How can we make sure our message reaches everyone, regardless of their relationship with social media? 

“In a world where we assume “everyone has it,” it’s important to remember that not everyone does, and that’s okay. The challenge – and opportunity – lies in finding ways to connect with everyone, no matter where they are.” 

If you need a hand refining your digital marketing strategy or are unsure which social media platforms are best to reach your target audience, feel free to give the team a call on 01282 911910 or drop us a message here.