Passive Scrolling is No Longer Driving Social
By Eric Kim, Senior Operations Director at Bigo Live.
Social platforms cause people to “doomscroll,” double tap, and fall into a continuous cycle of passive consumption of polished content. But as social media becomes a larger source of connection and community, this traditional model is becoming less emotionally fulfilling. This is specifically true for younger audiences. They see social media not just as a distraction, but a place to have real-time interaction and build a sense of belonging. Scrolling is no longer enough to hold attention in today’s technology-driven world. Users are gravitating more towards experiences that feel immediate and shared where they are able to engage with the creator they are interested in, rather than just observing.
The New Shift in the Creator Economy
This social behavior is reshaping the creator economy. In the past, we’ve seen creators get picked up by the algorithm because their polished, short-form videos captivate the audience’s attention. While we know this type of content is never going away, audiences are pushing the creator economy to expand into something far more relationship driven. They want to feel like they are part of the creators’ everyday lives and are actually involved in the content they are putting out. The digital creators who make the strongest impact for their brand are the ones who share unfiltered moments, respond to their followers on an ongoing, non-selective basis, and make audiences feel seen.
Livetsreaming is a Catalyst for Connection
Livestreaming is emerging at the center of this shift because it offers a level of interaction that most passive formats fail to deliver, immediacy. New data from Bigo Live found that 53% of respondents say livestreams make them feel more connected than traditional posts or reels. This reinforces the value of real-time, two-way engagement. Engaging with digital creators as they go live allows the audience to be in the moment with them, react alongside others, see viewers comment in real-time, and get an immediate response from the creator; it creates social interaction and a community feeling that many users look for when they go online. The data echoes this as 36% of respondents say they go “live” specifically because they felt lonely and 59% say consuming content where others express similar struggles makes them feel less alone, highlighting the emotional impact of relatable, human experiences. Most importantly, connections are being built and many are finding that these online relationships are not superficial; they are more meaningful than those formed offline.
Interactive formats like livestreaming are paving the way for audiences to be more engaged with the world around them, form meaningful relationships, and a true sense of belonging. As passive consumption becomes less authentic and relatable, social media platforms will start to see creators tap into participatory, real-time experiences even more to meet their audiences where they are.
