Facebook was once the go to social media platform, enjoying massive popularity among the younger demographics in particular. In many ways, Facebook was the platform of choice for Millennials, but in spite of the fact that this is the case the company has seen a rapid decline as of late. The platform’s number of US based users is predicted to fall by 0.8% this year, which would bring it to around 178.3 million in total.
What’s even more pressing is that Facebook is losing its grip on users under 25. Fewer than 15% of its users will be in this age bracket, which indicates that Facebook is now a platform for old people. The social media site would not be happy about that because of the fact that this is the sort of thing that could potentially end up harming their ability to offer profitable ads.
TikTok has been nailing Facebook’s coffin shut with its increasing dominance in the under 25 market. Around 44% of US based TikTok users are younger than 25, thereby revealing that there might not be a way back for Facebook with all things having been considered and taken into account.
With all of that having been said and now out of the way, it is important to note that Facebook’s fellow Meta subsidiary Instagram has been seeing a completely different story play out. It is forecasted to increase its total US users by 4% in 2022, as per Insider Intelligence, which would bring the total to 128.3 million. Instagram is also projected to continue to see positive growth in user numbers, but its rate of growth has been diminishing in the face of competition.
Also, Instagram is also facing Facebook’s problem of catering to an aging user base. Users under 25 comprised 30.4% of the platform’s total base, and that fell to 29.6% this year. Based on this trend, only 26.7% of Instagram’s users will be under 25 by 2026 because the platform is failing to attract younger users who are more likely to prefer TikTok and Snapchat.
Hence, Facebook’s decline and Instagram’s growth are not as divergent as they might seem. With Instagram’s growth rates stagnating and Facebook losing users in droves, we might see a completely different social media landscape which would be heavily influenced by TikTok. Interestingly, Snapchat has managed to survive Facebook’s offensive against it and retain its hold on younger users who are inherently more valuable. With Facebook now getting labeled as an old person platform, the future looks dire which might be why the company rebranded as Meta since that can distract people from its fall from grace.
H/T: eMarketer / 2.
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What’s even more pressing is that Facebook is losing its grip on users under 25. Fewer than 15% of its users will be in this age bracket, which indicates that Facebook is now a platform for old people. The social media site would not be happy about that because of the fact that this is the sort of thing that could potentially end up harming their ability to offer profitable ads.
TikTok has been nailing Facebook’s coffin shut with its increasing dominance in the under 25 market. Around 44% of US based TikTok users are younger than 25, thereby revealing that there might not be a way back for Facebook with all things having been considered and taken into account.
With all of that having been said and now out of the way, it is important to note that Facebook’s fellow Meta subsidiary Instagram has been seeing a completely different story play out. It is forecasted to increase its total US users by 4% in 2022, as per Insider Intelligence, which would bring the total to 128.3 million. Instagram is also projected to continue to see positive growth in user numbers, but its rate of growth has been diminishing in the face of competition.
Also, Instagram is also facing Facebook’s problem of catering to an aging user base. Users under 25 comprised 30.4% of the platform’s total base, and that fell to 29.6% this year. Based on this trend, only 26.7% of Instagram’s users will be under 25 by 2026 because the platform is failing to attract younger users who are more likely to prefer TikTok and Snapchat.
Hence, Facebook’s decline and Instagram’s growth are not as divergent as they might seem. With Instagram’s growth rates stagnating and Facebook losing users in droves, we might see a completely different social media landscape which would be heavily influenced by TikTok. Interestingly, Snapchat has managed to survive Facebook’s offensive against it and retain its hold on younger users who are inherently more valuable. With Facebook now getting labeled as an old person platform, the future looks dire which might be why the company rebranded as Meta since that can distract people from its fall from grace.
H/T: eMarketer / 2.
Read next: Marketers to face challenges as the world of internet enters into a new Cookie-less phase; What measures has the advertising industry taken?
