Recent reports have shown that teenagers, who were once one of the biggest groups of Facebook users, are leaving the site in favour of newer social media sites and apps. This means the audience on Facebook is changing, which could have an impact on how your business uses it for social media marketing.
Earlier this month, Facebook made a statement that included the news that Facebook use among teens is declining. Teenagers are tech savvy and are quick to jump on the next new thing. They also make up a very viable market, so the fact that they are spending less and less time on Facebook is big news for marketers.
Why are teens leaving? Many experts are pointing to two reasons: the increase of adults on the site and the need to find more private ways to connect. Trends prove that more and more people in older age groups are joining Facebook, including teenagers’ parents. It’s likely that as their parents join Facebook, teenagers are looking for parent-free social media networks.
Since teens are gravitating toward apps and networks like WhatsApp, SnapChat and Kik, some believe they are also looking for more personal and private ways to communicate with their friends. Instead of broadcasting status updates, messages and pictures to hundreds of friends and acquaintances, teens are looking for ways to share media with friends in small groups or individually.
What this Means for You
According to Emarketer, most Facebook users fall between the ages of 25 and 34, a market that is quite different than the teenage crowd. Facebook’s user base is constantly trending toward an older age group, a fact you should keep in mind as you create social media marketing strategies.
If you already use Facebook, you may need to alter your strategy and messaging so they will resonate with the age groups that are becoming more common on the site. To get more followers and more engagement, and to make sure your Facebook page is benefitting your business, you need to share content and information that appeals to an older audience.
On the other hand, if you have been using Facebook primarily to reach teenagers, you may need to rethink your social media marketing strategy. Realise that teenagers are branching out and using other social media sites more than they are Facebook and that you will need to follow them there.
Reassess your social media marketing strategy and define your goals and which markets you want to reach through social media. Then, make sure you are using the social networks that are most likely to help you connect with those markets.
Some of the foundational aspects of good marketing have always been the ability to reach your target market, capture people’s attention and then encourage them to respond to your calls to action. Social media marketing is the same, and as the user base for various networks changes, your business will need to adapt to ensure it is using social media to its fullest potential and reaching its key markets.