Content Marketing Blog

Is Facebook losing its younger users?

Facebook is an effective tool for brands to communicate with consumers young and old, and as a result has become a very important tool in content marketing. However, it now seems Facebook may be losing its most important demographic – teenagers.

In recent years, Facebook has taken on extra precautions to ensure the privacy of its younger users, in an attempt to keep the minds of anxious parents at ease. However, last week Facebook announced that users under the age of 18 can now post publicly.

"Teens are among the savviest people using social media, and whether it comes to civic engagement, activism, or their thoughts on a new movie, they want to be heard," Facebook explained.

Teens can now choose between sharing with their circle of friends or with everyone on Facebook. Those who choose this new, more public option will receive a reminder that their post will be made public.

This sudden change could be an attempt to attract younger users back to the site. Earlier this year in its annual 10-K report, Facebook warned its investors that many younger users are favouring other social networking sites such as Instagram.

It seems as though this may be the case. A recent article on Mashable posted by 13-year-old Ruby Karp revealed that none of her friends are active on Facebook. Her reasoning behind their choice was that their parents are aware of the risks on Facebook, as many have their own accounts, therefore the younger users are active on other social media platforms instead.

However, this was disputed by 15-year-old Adora Svitak, who also posted an article on Mashable saying that all her friends have an account.

Facebook may not be as popular with younger users as it once was, but there is no need to give up on your Facebook campaign just yet. A recent study by Pew interviewed 802 teenagers between 13 and 17. The study revealed that 81 per cent are active on social media, while 96 per cent of these teenagers have a Facebook profile. 

Although Facebook is still the most important platform for social media marketing, these statistics prove how important it is for brands to be active on more than one social networking site.

Posted by Dylan Brown