Is this title surprising to you? It's an interesting trend that social marketers have been in denial about for awhile. Although Facebook is still a prominent social platform and should be optimized, if your target audience is teens, ad spend needs to be heavily invested in other platforms teens actually like and use more frequently.
So what do these hard-to-crack teens like? Predominately Twitter followed closely by Instagram. An article by Jim Edwards of Business Insider (found here) details this teen trend. In the Fall of 2012, 42% of teens said Facebook was the most important social site, however, one year later only 23% of this same group said Facebook was important.
What does this mean for Facebook? Well, good thing they bought Instagram! Although the two platforms are not "connected' as of now, Facebook is able to reach some of the Facebook-disliking crowd through Instagram. But something noteworthy is that Instagram is currently still pre-revenue.
In addition, although teens are not Facebook fans per say, they are still using the platform. Most teens still maintain an account, but are not actively posting, contributing, and interacting. They simply use it as a supplement to Twitter and Instagram.
What platforms do you use? What do you think the future of Facebook looks like?
Thanks for reading!
-Lindsay
Wednesday, October 30, 2013
Teens Don't Like Facebook
Posted on 9:55 AM by Lindsay Cochenour
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Lindsay,
ReplyDeleteI find this concept interesting but not surprising. I remember getting Facebook in high school and have been an avid user every since. I use it to keep in touch with family and friends who live all over. We are able to share pictures and activities that are happening in our lives. I could not imagine not opening up Facebook every day and not being intrigued and finding something new on my timeline. It is a wonderful platform to connect with friends as well as brands. I like restaurants and clothing stores and they keep me updated on sales new items coming out in stores. I can understand though how it is not quite as appealing to a younger generation.
The younger generation wants things instantaneously. Twitter and Instagram allow them to have this instantaneous interaction with friends and companies. It is also short and concise where Facebook posts can be long, and some people choose to post a lot of pictures that they have to click through. I fear the younger generation is going to begin to make Facebook the place where old people go to stay connected with the world around them. The platform is extremely useful to businesses and fellow users. It will be interesting to see how these platforms react to the changing audiences.
Interesting Lindsay! I can only wonder if our children will use Facebook and if it will have the grandeur impact its had on our generation. What's the next big thing? Thanks for posting.
ReplyDeleteThis theme doesn't surprise me much! I've been thinking about it, and lots of teens (mainly younger teens) may even see Facebook as a computer thing that their mom does which is totally not cool. Or, the surplus of content on every Facebook page may be excessive for the busy minds of teens, much more susceptible to boredom. I think that Facebook has done a much better job hanging around than the sites of our teenage years like Xanga and Myspace, but like all things that young people like, I believe there is definitely a day when Facebook will be irrelevant! Great writing Lindsay!
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