In spite of having the recognition of many of being the most powerful network of our time, since last year Facebook has had a bad streak that they just can’t seem to shake off no matter how many updates, press releases, and promises they make to their billion-people fan base, after many chose to eliminate the app, eMarketer estimates that in what’s left on 2018, a grand total of 2 million users under 25 years old will have abandoned the site definitely.
Less retention, fewer visits
Every year Facebook is right on the spotlight, in polls and statistics we would find it in at least one of the first three spots of most opened apps and the ones in which people spend the most time in, however this year the Zuckerberg network registered 7% less activity; many claim to have taken a vacation from the net, others say that it’s not attractive for them anymore, and others are certain that the platform is outdated with many uncles and aunts who like to talk about politics.
Even after discovering that people use more and more the “Stories” format and to give relevance to their own, offering new options to find new content and getting out there the security configurations, the network just can’t get people to spend more time on their feed and yet it’s still considered as a good platform to launch apps and ads.
What about the others?
While Facebook keeps asking itself what it can do to get back its freshness, Twitter announced that it will now include the option to revert the algorithm and give us the possibility to see the tweets in chronological order and not relevance, Instagram keeps rising its engagement and offering new tools like video tagging and Snapchat tries to impress us with their own version of more customizable Boomerangs, all these changes would seem to be echoing, however the changes Facebook offers us would seem like a hypocritical game that no one is buying.
This comes right from the audience, of course, since us marketing people see an endless sea of opportunity to launch ads, and like some have begun to suspect, to do market studies within groups since now brands can also create private groups and monetize them, this without a doubt is an excellent opportunity to try our products and ads before launching them on the general public.
Social media will keep on being a simple, quick and free way to know what the audience expects from us as a brand, the one thing we must learn as experts is in which network lies our audience.
Sources
www.forbes.com
www.marketingpuro.com
wwww.socialmediatoday.com