When Facebook announced their Q3 results yesterday, it was no surprise that usage among teen users is decreasing. It’s been going on for months.
While Facebook says the decline “was not statistically significant,” we think it tells another story. Why are teens leaving Facebook? It’s easy to use, mobile friendly and has 1.25 billion active monthly users worldwide. But therein lies the problem. Everyone is on it. That includes teachers, parents, grandparents, and the weird guy at the bus stop with highwater pants and tube socks.
Teens don’t want to jump onto the bandwagon that everyone else is already on- they want their own space.
Why the teen demographic is so important
They set trends, especially social ones. Older generations look down to them to see what the newest platform is. Once a network gains enough clout from these early adopters, they can begin to reach out and gain more users.
Where they are going
Facebook’s teen numbers are down, but Instagram (owned by Facebook) has seen a major upswing, although they were named most important network by the same share of respondents. Twitter ranks 3% above both but has also declined since the Spring. There’ no frontrunner because teens are not just in one place (the way college students were when Facebook first made its debut). Between Facebook, Twitter, Instagram, Snapchat, and countless others that aren’t mainstream enough to even report on yet, when it comes to reaching teens, marketers have a tough decision of choosing where to put their brand and budget.
What we recommend
Grandma said: “don’t put all of your eggs in one basket.” (Thanks, gran.)
As we mentioned in “Why Pinterest reminds me of the Stock Market”, it is just as necessary in social media as it is in finance to have a diversified portfolio. Let’s not forget that in 2006 85% of online teenagers had a MySpace account.
Your social media strategy should depend on your consumers, objectives and brand identity. If you are looking for some help in determining where your focus should be, come in, sit down, have a beverage and let’s talk.