Content Marketing Blog

Teens cite Twitter as the most important social networking site

Facebook has always been at the forefront of social networking, attracting over a billion users from all over the world. But now the site is losing popularity with its most important demographic, its younger users, causing many brands using the site for content marketing to question its effectiveness.

A recent study by Piper Jaffray showed Facebook may lose its coveted position at number one to Twitter. The study asked 8,650 US teenagers to identify which social networking site is the most likely to influence their purchasing decision.

Twitter came in first with 26 per cent of teens giving it the top rating, while Facebook and Instagram were on equal ground, both at 23 per cent. At the start of the year, Facebook was ahead by 3 per cent, and in 2012 it was ahead by 15 per cent.

After a lot of speculation, it is now apparent that Facebook is losing influence over its younger users. At last month’s Third Quarter Earnings Call, Facebook’s CFO David Ebersman admitted that the amount of younger teens using the site daily is decreasing.

Although Twitter is now No. 1 among teens, the Piper Jaffray survey revealed the microblogging site also experienced a decline in popularity.

The results indicate an interest in other, less well-known, social networking sites. The amount of teens selecting ‘Other’ has risen from 4 per cent at the start of the year to 17 per cent.

It is clear that the concentration of attention by younger social media users is diversifying, but this does not mean that Facebook is no longer effective for social media marketing.

Although it may no longer be the most influential social networking site among teens, the amount of Facebook users aged between 12 and 24 will stay the same until 2017, according to eMarketer.

The site also reports that businesses using Twitter to draw in the younger crowd can expect the number of teens on the site to increase steadily during that same time.

Posted by Dylan Brown