For children and teens, the internet is a staple in their lives, and many have never known a world without it. With this internet use for US teens is on the rise, however, the amount of teen internet users joining Facebook is declining. For marketers, this can be concerning, especially as more young adults join US teens and abandon Facebook. So what do we know about this development, and what does it mean for online marketing?
A recent study by Pew Research looked at the online behavior and app use of US teens between the ages of 13-17. The results from the study show that only 32% of US teens even have a Facebook account, compared to 71% in 2015. This is a huge decline, in new users on the platform.
Many teens just do not see the value in using Facebook. The features on Facebook often seem outdated, and the functionality is more complicated than TikTok or Instagram. While people used to enjoy scrolling through Facebook feeds and commenting on their friend's pages, the youth of today prefer instant gratification. With TikTok and Instagram, users are welcomed with content immediately as they open the app. Furthermore, creating quick content is much more intuitive on both TikTok and Instagram.
Often, teens associate Facebook with their parents, which automatically makes Facebook the least attractive social media network. And, teens aren’t wrong, the most popular demographic is those between 30-50 years old. This is primarily due to the culture and slower pace of Facebook. Additionally, Facebook is now seen as more of a professional platform or a necessary requirement to access certain groups.
The drop off in new users could become a big problem for marketers and businesses. This is because Facebook is still the most popular social media advertising platform. Not only does Facebook offer a great ad-building platform, but the ability to advertise on Instagram simultaneously makes it a key tool for marketers. Other platforms like TikTok have introduced marketing tools, however, they can be time-consuming to set up and more difficult to manage as there is not a single central interface.
As teens move off Facebook, marketers, and businesses must look at other alternatives. This is going to include advertising on other platforms and creating more general content for brands. After all, part of the appeal of TikTok is following the latest trends, something that can be difficult for brands to capitalize on quickly.
Thus, businesses are going to need to adapt their well-planned and thought marketing strategies. While it is still crucial to have set content and marketing campaigns, adding spontaneous, on-trend content is going to be essential for brands to be relevant.
As US teens abandon Facebook, marketers should begin to adapt and diversify. Ensure that your business is ready for the changes ahead by creating a streamlined content publishing process, which can allow your business to capitalize on the trends as they happen.