New Report on Teen Social Media Use Underlines the Rise of TikTok, and the Fall of Fb
One other new report on teen social media utilization, and one other affirmation that TikTok is the dominant platform of the second among the many youth, whereas Fb continues its downward slide within the broader relevance stakes.
That’s in accordance with the newest information from Pew Research, which surveyed over 1,300 US teenagers and their dad and mom between April and Might this 12 months, with a purpose to glean extra perception into which platforms are the principle focus for younger audiences, and the way a lot time they’re spending in every app.
As defined by Pew:
“[The survey] of American youngsters ages 13 to 17 finds TikTok is now a prime social media platform for teenagers, with some 67% of teenagers saying they ever use TikTok, and 16% of all teenagers saying they use it virtually continuously. In the meantime, the share of teenagers who say they use Fb, a dominant social media platform amongst teenagers within the Middle’s 2014-15 survey, has plummeted from 71% then to 32% immediately.”
As you possibly can see on this chart, YouTube nonetheless leads the way in which amongst teen customers, with 95% of all teenagers often utilizing the app. However TikTok is now the clear second in line, whereas Fb’s reputation has fallen off within the teen reputation stakes.
That’s no large shock. Meta’s personal inner analysis has proven that both Facebook and Instagram have seen declines among younger audiences of late, which has seen Meta put extra of a concentrate on developing tools for younger audiences specifically. That’s why we’re now seeing a much bigger push on Reels and Tales, which has undoubtedly seen Reels utilization enhance, nevertheless it’s additionally seen the corporate go too onerous on some parts, which it recently scaled back after poor consumer response.
There’s little question that TikTok is including new ranges of stress on Meta’s improvement groups, and these stats additional underline simply how vital the platform has turn into, and spotlight the scope of the problem that Meta now has in conserving Fb related, as youthful customers proceed to show away from the app in large numbers.
As a result of whereas older customers will certainly maintain Fb going, it is youthful audiences that dictate the subsequent large traits and shifts. And whereas Meta doesn’t essentially want Fb to be a prime precedence on this respect, it does want its metaverse push to take maintain with the youth, with a purpose to maximize adoption and resonance.
A part of the corporate’s ‘Meta’ re-brand is about distancing these two parts, in order that even when Fb itself isn’t fashionable anymore, its VR instruments may be considered as separate. However inevitably, they are going to be linked, and it’s in Meta’s finest pursuits to take care of Fb’s youth attraction, as finest it will probably, to assist usher within the subsequent stage.
Which shall be a problem, primarily based on these new figures.
The identical development can be mirrored within the utilization stats, with YouTube, TikTok and Snapchat seeing way more common engagement than Fb.
After all, Instagram continues to be up there, and it’s nonetheless a preferred platform in lots of respects. However the numbers for Fb are fairly bleak:
Then once more, Twitter can be fairly far down this chart, and actually, it does appear that these ‘legacy’ social media networks are shedding their attraction with youthful audiences, as video platforms acquire extra consideration, and alter consumer consideration spans and recurring behaviors in completely new methods.
That’s why we now see a lot replication between apps, as a result of it’s not simply that kids are spending extra time on TikTok, it’s that the rapid-fire nature of media consumption within the app is altering expectations and approaches completely, which renders different, extra conventional content material codecs out of date in some respects
In different phrases, the recognition of TikTok is basically forcing different apps to play catch-up, as a result of it’s evolving how individuals view what content material must be. Those who don’t look to maneuver into line with these traits will ultimately lose out – so actually, it’s probably much less of a acutely aware alternative to repeat TikTok and different fashionable apps, as it’s a crucial shift to maintain up with altering consumer behaviors.
By way of gender cut up, Pew’s information additionally reveals that feminine customers are extra aligned with TikTok, Instagram and Snapchat, whereas male teenagers are extra linked to Twitch, Reddit and YouTube.
These are some necessary demographic insights in your advertising and marketing planning, which might assist to dictate your vacation campaigns and experiments to see what outcomes you get.
Additionally, social media is now seen as a necessity for a lot of:
That, in itself, is probably going trigger for concern, however the information underlines the vital, connective position that social media now performs in our fashionable interactive course of, and conversely, why it’s now such a robust medium for promotion and connection.
It’s an attention-grabbing snapshot of the present market, and the way younger customers align themselves with totally different social media apps. Which, once more, may very well be nice in your planning, and if you’re seeking to attain younger audiences, it’s best to undoubtedly be paying attention to these stats.
You possibly can take a look at Pew Analysis’s full ‘Teenagers, Social Media and Know-how 2022’ report here.