New Report on Teen Social Media Use Underlines the Rise of TikTok, and the Fall of Facebook

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 based on the most recent information from Pew Analysis, which surveyed over 1,300 US teenagers and their mother and father between April and Could this 12 months, to be able 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 high 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 always. 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% at present.”

As you may see on this chart, YouTube nonetheless leads the way in which amongst teen customers, with 95% of all teenagers commonly 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 huge shock. Meta’s personal inside analysis has proven that each Fb and Instagram have seen declines amongst youthful audiences of late, which has seen Meta put extra of a give attention to growing instruments for youthful audiences particularly. That’s why we’re now seeing a much bigger push on Reels and Tales, which has positively seen Reels utilization enhance, nevertheless it’s additionally seen the corporate go too exhausting on some components, which it not too long ago scaled again after poor person response.

There’s little doubt that TikTok is including new ranges of strain on Meta’s growth groups, and these stats additional underline simply how vital the platform has develop into, and spotlight the scope of the problem that Meta now has in preserving Fb related, as youthful customers proceed to show away from the app in huge numbers.

As a result of whereas older customers will certainly maintain Fb going, it is youthful audiences that dictate the subsequent huge traits and shifts. And whereas Meta doesn’t essentially want Fb to be a high precedence on this respect, it does want its metaverse push to take maintain with the youth, to be able to maximize adoption and resonance.

A part of the corporate’s ‘Meta’ re-brand is about distancing these two components, in order that even when Fb itself isn’t standard anymore, its VR instruments might be seen 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 could, to assist usher within the subsequent stage.

Which can be a problem, primarily based on these new figures.

The identical pattern can be mirrored within the utilization stats, with YouTube, TikTok and Snapchat seeing much more common engagement than Fb.

In fact, 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 achieve extra consideration, and alter person consideration spans and ordinary behaviors in solely 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 solely, which renders different, extra conventional content material codecs out of date in some respects   

In different phrases, the recognition of TikTok is actually forcing different apps to play catch-up, as a result of it’s evolving how individuals view what content material ought to be. People who don’t look to maneuver into line with these traits will ultimately lose out – so actually, it’s seemingly much less of a acutely aware alternative to repeat TikTok and different standard apps, as it’s a vital shift to maintain up with altering person behaviors.

When it comes to 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 essential demographic insights in your advertising and marketing planning, which may 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 important, connective function that social media now performs in our trendy interactive course of, and conversely, why it’s now such a strong medium for promotion and connection.

It’s an fascinating snapshot of the present market, and the way younger customers align themselves with totally different social media apps. Which, once more, might be nice in your planning, and if you’re trying to attain younger audiences, it’s best to positively be being attentive to these stats.

You may try Pew Analysis’s full ‘Teenagers, Social Media and Know-how 2022’ report right here.

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