Facebook has always reigned king-of-the-social-media-world. For a long time, Facebook has been the leading social media platform among teens. This generation was so attracted to the platform because it provides an easy way to connect with friends, create events, and find out information on businesses or celebrities. In 2014-2015, the PEW Research Center reported that 71% of teens used Facebook and no other platform was even close to that statistic. However, in the last 10 years, many new social media platforms have been released such as Instagram, Twitter, and Snapchat. The introduction of these has created a major shift in the use of social media.
Recently, PEW reported that now only 51% of teens use Facebook regularly. YouTube, Instagram, and Snapchat have officially outgrown Facebook and it looks like over time teen Facebook users are going to continue declining. With the increase in smartphones, 45% of teens feel the constant need to be online. These platforms fit the needs of teens now more than ever. Social media is constantly evolving, which makes it vital to know which platforms are best for your audience.
So you may be wondering how this may affect your business practices on social media? If your current target audience includes teens ages 13-18 you may want to shift your focus. Instead of concentrating a lot of your ad spend or posts on Facebook, it may be wise to move to Instagram.
It's important to note that even though Facebook is declining for teens, it has not for adults. However, there are predictions that eventually it will start declining for people in their 20's. Knowing where your target audience is spending a lot of their time is key to marketing your business or product. This important change should be noted because it may affect your social media strategy moving forward. As time goes on, you will want to keep an eye on this because it is only going to evolve more!
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Story By: Hannah Lagod