Is Facebook losing its appeal?

Facebook is a world in itself, a planetary network that connects minds and actions around the globe.Facebook is the clearest example of what social networks can be and, in a sense, also a pioneer. Facebook is, first and foremost, a company (and of the big ones) .As such, it is due to its users and its customers.What happens if they stop being happy? And if they were thinking about change platform like the one who changes his jacket? Is Facebook losing its appeal?

The study that has put Mark Zuckerberg on alert

Last October, on a day that seemed to be the most quiet, all the alarms in the world of marketing, social networks and, above all, in the headquarters of Palo Alto jumped., published by the analysis firm Verto Analytics, said that, so far this year, the time users spent on Facebook had been reduced by half . Related

In a world anxious for viral content, the news ran like dust.In 2016, the average Facebook user had spent 32 hours and 43 minutes a month on the social network.The average of 2017 had fallen to 18 hours and 24 minutes.In addition, the number of sessions had been drastically reduced (from 311 to 173) and the trend seemed to worsen among younger groups.

Is Facebook losing its appeal?

What was going on? Well, the typical false alarm amplified by social networks and the few contrasting habits of the media, to which we seem increasingly accustomed.A few days later, Verto Analytics was quick to explain the reasons for what happened.They had changed their method of analysis so that it fits more into reality.Come on, that the 2016 data were not reliable .

Many of the companies, including some large marketing and analysis platforms, such as eMarkerter, quickly picked up the denial.However, the news is still not updated on many websites.But, was Verto's analysis so wrong? ?

Facebook, in numbers

The company of Mark Zuckerberg has not stopped growing in the last decade.In the third quarter of 2008, when it was available almost worldwide, it had "only" 100 million users.The latest data, September 2017, they point out that has 2,072 million users .Facebook is also one of the ten largest companies on the planet and is left with just over a fifth of global digital advertising spending.

Together with the power of WhastApp and Instagram, there are few who have wondered what Facebook is becoming, as far as it will continue to grow.Last year, the social network entered no less than 26.9 billion dollars , almost double what was billed by the entire advertising industry in Spain during 2016.

Facebook is also a media medium, a platform where more and more users consume news.And it is entering, little by little, in the world of television.But let's return to the number of users.So far this year, only a quarter of the new users of the social network were under 30. Will Facebook, after all, lose its appeal?

Is Facebook losing its appeal?

The struggle for young audiences

The data published by Verto Analytics were correct, but could not be validly compared with any of the previous studies, however, if they indicated a real trend: Young users use Facebook less and less And it is not something that has just been discovered, but it has been noted in the last two years.

Thus, according to the Pew Research Center, 40% of new US Facebook users so far this year are between 30 and 50 years old and 24% between 50 and 65.As we have already noted, 25% It is less than 30.This stands out against Instagram and Snapchat data, where 51% and 82% of new users, respectively, are under 30 years old.

It is precisely thanks to older users, that the social network of Palo Alto manages to keep its results in good shape.Since Pew Research Center have no doubts."The use Facebook's global has continued to increase due, in part, to the increase in the number of older adult users , "they said from the institution.

Other battles at play

"We are seeing more and more young people and teenagers migrating to Snapchat and Instagram.Apart from those who leave, the young people who remain on Facebook are less and less active ," explains Oscar Orozco , eMarketer analyst."At the same time, we started detecting Facebook-nevers , that is, young people who are of age to use social networks, but have decided not to have a profile on Facebook, even if they use other platforms like Instagram."

Is Facebook losing its appeal?

Although it is losing its appeal, it is still the most used social network.In addition, it does not stop investing looking for new ways to catch the different audiences.As they point out from MSU Reporter, the use of Facebook among young groups seems to be maintained thanks to the Messenger service, linked, in many cases, to an account on the social network, but that works independently.

User up, user down, Facebook is, first and foremost, a company.As such, it has other strong second-line products to plug holes. That millennials and generation Z don't want Facebook? Well, that's why I have Instagram .Nine out of 10 of the more than 700 million Instagram users are under 34 years old, so that front is won.And the competition with Snapchat, well, it's getting more and more history.

Images: Facebook, iStock, Pixabay

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