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If you were an MTV devotee between the years of 2006 portugal b2b leads and 2010, you’ll remember Heidi Montag as Lauren Conrad’s friend-turned-foe from the beloved reality series, The Hills. What you may have blocked out, however, is Heidi’s music career.

In the 2010 single, “More Is More,” she sang: “More is more on the dance floor / It’s f*cking chaos in here.”

14 years later, the turn of phrase is a fitting description for how many marketers feel about social media saturation.

Today, over 5 billion people use social media worldwide, with the average person using more than six networks per month.

Audiences are everywhere and seemingly nowhere, as platform algorithms surface content based on interests rather than tangible connections. The rapid fire pace of trend and meme culture, paired with a stream of AI-generated content flooding feeds, has created a ceiling on the volume of content users are mentally and emotionally able to process.

We sat down with two social media experts to explore the forces behind this phenomenon, and what marketers can do to combat it.

As so much about the social media landscape changes, the one constant is content—and a lot of it. On average, brands published 10 posts per day across networks in 2023, according to Sprout’s 2024 Content Benchmarks Report. For certain industries, that number doubles and even quadruples.