Massive user numbers are often used to showcase the reach of platforms like Facebook, Instagram, TikTok, and X (formerly Twitter). However, behind these numbers lies a growing and often overlooked issue: the significant portion of accounts that belong to deceased individuals. Understanding this reality is crucial for brands, as it impacts platforms’ actual value and marketing efforts’ effectiveness.
The Rising Presence of Deceased Accounts
As of 2025, Facebook reports having 3.065 billion monthly active users (MAUs). Yet, a significant portion of these accounts belong to no longer alive users.
In the United States alone, Facebook is projected to host 63.9 million deceased accounts by 2025, increasing to 186.9 million by 2050 and a staggering 278.6 million by 2100. Globally, it is anticipated that deceased users will outnumber the living on Facebook by 2070.
Dataconomy
Instagram is expected to have 25.2 million deceased users in the U.S. by 2025, growing to 158.7 million by 2100. TikTok’s U.S. deceased user base is projected to reach 18.3 million by 2025 and 126.5 million by 2100. X is anticipated to have 20.3 million deceased accounts in the U.S. by 2025, rising to 94.9 million by 2100.
Techloy
These numbers highlight an alarming reality: the more these platforms age, the more their user bases will consist of inactive and deceased accounts. For marketers relying on these platforms, failing to account for this trend could lead to misguided strategies and wasted resources.
What is a MAU?
A monthly active user (MAU) is a unique user who engages with a platform at least once within 30 days. This engagement could be as simple as logging into the app or as involved as liking, sharing, or commenting on content. While this metric is often used to convey a platform’s reach, it does not differentiate between genuinely engaged users and those who are inactive, automated (e.g., bots), or deceased.
The Risk of Relying on Inflated Numbers
Many brands fall into the trap of focusing on the raw number of users rather than the engagement quality. While platforms’ impressive MAU counts may look good in reports, they mask the reality that not all accounts are active or capable of engagement.
Ignoring this issue creates several risks for marketers:
- Wasted Marketing Budgets: Advertising to a large but unengaged audience, including inactive and deceased users, diminishes the return on investment.
- Skewed Campaign Metrics: Relying on inflated user numbers can make campaigns appear less effective than they indeed are, leading to poorly informed strategic decisions.
- Missed Opportunities: By chasing vanity metrics, brands may overlook smaller, more engaged platforms or niche communities where their target audiences are active.
IMHO: Counting one activity per month on a user isn’t an active user… in almost any industry.
Shifting the Focus to Meaningful Engagement
To counter these risks, brands must shift their focus from sheer user numbers to meaningful engagement. A platform’s value lies not in its total account count but in its ability to connect brands with active, interested users.
Meaningful engagement is an activity that can be directly or indirectly attributed to a prospect moving through the customer journey and doing business with you. Here’s an example:
I appreciate quirky brands on social media. I follow hundreds of them because of their entertainment value. That said, I highly doubt I’d be a customer of any of them if I weren’t already. Of course, their social media manager or agency is touting the growth in following, likes, and shares… but did any more followers actually make a purchase?
Here’s how marketers can adapt:
- Analyze Engagement Metrics: Go beyond MAUs and prioritize metrics like comments, shares, and conversions that reflect genuine interactions.
- Target Active Audiences: Use data to identify and target the most engaged segments of the audience, avoiding blanket campaigns.
- Invest in Community Building: Foster strong relationships with your audience through interactive content, personalized experiences, and consistent engagement.
- Explore Niche Platforms: Smaller platforms or communities often boast higher engagement rates and can deliver better results for specific campaigns.
The Future of Marketing in a Digital Graveyard
The growing number of deceased accounts is a sobering reminder of the limitations of raw user numbers as a measure of platform vitality. As these numbers continue to rise, marketers must evolve their strategies to prioritize active engagement and meaningful connections. Platforms with billions of users may seem impressive, but without active participation, those numbers are little more than a digital illusion.
By focusing on living, engaged audiences rather than chasing inflated figures, brands can ensure their marketing efforts support sustainable growth and real-world impact. The lesson is clear: quality trumps quantity every time in social media marketing.
