Social media was supposed to be the holy grail of marketing. After all, people are on networks such as Facebook and Instagram all the time, and they’re far more likely to trust what they see there than the ads they see on an evening sitcom or hear on the radio. Campaigns could be targeted to specific audiences. The platform would allow companies and consumers to enter more intimate relationships, thus building brand loyalty.

According to Forrester Research, it’s not been working out that way.

While most global media brands are devoting a great deal of time and energy to fostering their presence on social media—more than ever before, in fact—interactions with those brands is sinking. For instance, interactions with brand-related posts on Instagram have fallen from 4.2 percent last year to 2.2 percent this year. The picture on Pinterest is more dire: While 0.1 percent of users interacted with brand posts last year on the platform, that rate is down to 0.04 percent this year. (Fortune)