Young users are spending more time in other apps than Facebook
It's been a known fact for a while now that Facebook is no longer the most popular social media platform among young users. According to various reports, users aged 18-24 spend more time on other apps, such as YouTube, Instagram, and Snapchat. So what does this mean for Facebook? Is the platform in trouble? Well, only time will tell. But in the meantime, it's worth taking a closer look at what platforms young people choose to spend their time on. Stay tuned!
Facebook is no longer the most popular app among young users
A few years ago, it seemed like everyone was talking about Facebook. The social media giant was the most popular application among young users, and it seemed like it would only continue to grow in popularity. However, times have changed, and Facebook is no longer the top app among GenZ users. Many young people are now using apps like Snapchat and Instagram, especially with the hype of Tiktok instead. One of the reasons for this shift is that Facebook simply isn't as cool as it used to be. It's seen as being more for older users, while younger people prefer more visual and engaging platforms. As a result, Facebook's days as the king of social media may be numbered.
According to the Pew Research Center, while Gen Z is the only generation that has reported a decline in social media usage in recent years, our thinking doesn't match how we use it. The report states: “The number one social app in the US by Gen Z monthly active usage is Facebook, with TikTok coming in fourth, based on active user data.”
The top apps among young users are messaging and social apps
According to a recent study, the top apps among young users are messaging and social apps. This is not surprising, given the growing popularity of social media among GenZ. However, there are a few surprises in the list of top apps. For example, Snapchat is more popular than Instagram among young users. This is likely because Snapchat offers more features than Instagram, such as filters and AR lenses. Another surprise is that TikTok is one of the most popular social media apps. This is likely because TikTok offers a unique entertainment and social interaction blend. Overall, young people are using social media apps more than ever before.
Even though young people in the United States are still more likely to use Facebook, Messenger, and Instagram than any other social networking site, as shown by the second list above, Generation Z is actually more inclined to utilize platforms like Snapchat and TikTok.
What should we get from this data?
Social media has drastically changed in the past five years. Social media applications have completely transformed how we communicate, consume content, and connect. And yet, despite these changes, one group has remained relatively constant in their social media usage: Gen Z.
According to the Pew Research Center, Gen Z is the only generation to have self-reported declining social media use in recent years. However, there is a difference between how much we think we use social media and our actual usage patterns. data.ai's data shows that Gen Z users in five major markets engage more on social than any other age group among the top ten social apps by MAU. Gen Z accesses social apps between 12% more than Millennials in South Korea, 19% more in the US, and 30% more in Germany.
So what does this mean for businesses? If you want to reach Gen Z, you need to be on social media. There's no getting around it. But it also means you must be strategic about your social media presence. Gen Z is savvy regarding social media, and they can spot a fake or impersonal account from a mile away. So if you reach this important demographic, you must ensure that your social media presence is authentic, engaging, and relevant.
Messaging and social apps are more engaging and provide more opportunities for interaction
There's no doubt that social media and messaging apps are huge opportunities for marketers to reach their target audiences. But what's even more important is understanding how people use these apps and spend their time on them.
Recent studies have shown that younger users are increasingly spending more time on social media apps like Instagram, Snapchat and TikTok, while usage of Facebook and Messenger is in decline. This is vital information for marketers who want to ensure they're reaching their target audiences in the most effective way possible.
So if you're looking to connect with GenZ, make sure you're present on the platforms where they're actually spending their time interacting and engaging with content. That's where you'll have the most success in reaching them.
What's ahead for Facebook?
Facebook isn't a cool social media platform anymore. It's become an essential connective tool, but people still log into Facebook regularly. However,data.ai's latest research shows that monthly active users are an outdated metric for measuring app performance. What we need to measure is the average time spent. Meta hadn't published that info since 2016, when it shared that people were spending more than 50 minutes per day, on average, using Facebook, Instagram and Messenger. The fact that it hasn't updated this stat since likely suggests that Facebook isn't as engaged as it used to be. To stay competitive, Facebook should focus on becoming more engaging. This is especially important to GenZ users who are actively looking for social media platforms that are fun and easy to use.
So what do we get from all of this? For one, young people spend more time on other apps than on Facebook. That’s not to say that the social media giant is irrelevant – it’s still the most popular app among all age groups. However, messaging and social apps are more engaging and provide more opportunities for interaction. What does this mean for Facebook? It may lead to a decline in users as younger generations move on to other platforms. We can help you create a safe and secure platform for your children where they can interact with friends and family online without having to worry about their privacy or safety. Reach out to us today to find out more!