Addicted to Offline Time: The "Analogue Trend" on Social Media

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In today's world, digital media and tools have long been an integral part of everyday life. It's not surprising, then, that some people are overwhelmed by digital stimuli and feel what is known as “digital fatigue.”

The “Analogue Trend” on Social Media

Younger people, in particular, who have grown up in the digital age, seem to long for more offline time, as a Vodafone study shows. This is also noticeable in a new trend on social media: the “Analogue Trend,” which proponents also refer to as “Analogue Living” or “Going Analog.”

An analysis by Dafina Maloku

Dafina Maloku holds a master's degree in German and English studies and is interested in the impact of information technology on society and communication.

Under hashtags like #analog or #offlinehobbies, users post contributions about their favorite analog activities on social media platforms like Instagram and TikTok. These primarily include relaxing activities such as painting, puzzling, handwriting, and reading. So-called “granny hobbies” are also popular, such as knitting, bird watching, and gardening.

Why Analog Media Are Making a Comeback

For many, the goal seems to be to reduce doomscrolling and thus avoid “digital fatigue” or even “brain rot.” Analog hobbies are particularly well-suited for this, as they are less distracting and teach the brain not to constantly search for the next dopamine hit. For some people, analog hobbies slow down everyday life and increase creativity, which many also strive for.

For others, analog hobbies away from screens might also offer a kind of escape from the current uncertain global situation, which they are particularly confronted with on social media. All of this may trigger nostalgia in some, which is why they “revive” activities and media such as analog cameras and board games. These provide a familiar feeling from a time when “everything was supposedly still okay”: a time without digital overstimulation and with a more stable global situation.

Posting Analog Hobbies Online: A Contradiction

Anyone observing this trend cannot fail to notice the contradiction. After all, the point of “Analogue Living” is actually to spend more time offline rather than watching a bunch of videos about an analog life. These, like any other niche on social media, can become “addictive,” and suddenly you're back to doomscrolling.

Danger of Overconsumption

As with many other types of content on social media, there is also always the danger that the focus is less on the activity itself and more on its aesthetics. It becomes more important that the hobby “looks good” and thus leads to more likes. This can also fuel overconsumption if influencers frequently showcase new and different materials and brands, thus encouraging unnecessary purchases.

One example is the “Analog Bag” concept presented by content creator Siecec Campbell: a bag filled with items such as books, magazines, pens, and notebooks. This has triggered a wave where other influencers also show what they pack into their own “analog bag.” In many of these videos, the aesthetics of the bag play a big role, and shop owners have started to jump on this trend and market their bags accordingly.

Potential Positive Effects of the Trend

The comeback of analog hobbies doesn't necessarily mean completely rejecting digital life. Analog and digital can coexist and complement each other. It's important to find a balance. The wide reach of social media has the advantage of connecting people from all over the world through similar interests. Furthermore, many people can discover new hobbies they might not have found otherwise.

Caution is only advised when likes become more important than the fun of the hobby – then something is wrong. It's also good to question your consumption behavior: Do you really need another set of marker pens or another special edition book? Or aren't the things you already have enough? Sustainable alternatives like borrowing and secondhand are also an option to start or maintain a new hobby on a small budget. The focus should always be on the hobby and the positive effects on your own mental and physical health. And for that, you don't need a lot of online approval or a huge budget.

(mho)