Facebook which was a revolutionary social media platform that galvanized the social media world and set benchmarks is not so cool anymore amongst youngsters, says a recent study. A new study by New York based e-Marketer suggests that a lot of youngsters are moving away from the social media giant and checking out new age apps like Snapchat and Instagram.
This report is the latest among many which reveal the growing disconnect between young people and Facebook. There have been many reports that Facebook has been unable to retain young people and has lost out a big user base to new age apps.
The report also suggests that it expects a 5.8 per cent drop in the 18-24 year age segment in US only. Furthermore it suggests that the world’s largest social media platform will see a 5.6 percent drop in the 12-17 year old segment as well.
However the biggest loss comes in the under-12 age group where it is expected to lose out around 9.3 per cent. The decline is expected to continue for 2019 and 2020 as well. The total loss of under-25 age group users is expected to be around 2 million.
The main apps that will benefit from this decline would be new age apps such as Instagram and Snapchat. Snapchat allows disappearing content and is very popular amongst teens and young adults. Instagram has seen a sharp growth in this phase and with features like filters and stories, it has been able to attract new users. Snapchat is expected to add around 1.9 million users in 2018 and Instagram is expected to add some 1.6 million users between the age of 12-24.
What does this decline mean for digital marketers? It suggests that marketers will have to rework their marketing strategies targeted at young people and engage new platforms in order to reach them. Facebook’s decline will mean the targeting of content will need a changed approach.
Digital marketers will have to find out ways to reach out to the younger audience on Snapchat and Instagram. Though it is too early to write off Facebook, digital marketers will certainly have to find ways to reach out to people that Facebook has lost to other social media channels.
Social Media is a volatile and rapidly changing environment. A digital marketer has to keep analyzing trends with a long-sighted vision, and be ready to change strategies in order to be future ready.
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