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 amongst the youth, whereas Facebook continues its downward slide in the broader relevance stakes.

That’s based on the newest information from Pew Research, which surveyed over 1,300 US teenagers and their mother and father between April and Could this 12 months, with a purpose to glean extra perception into which platforms are the principal focus for younger audiences, and how 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 nearly consistently. In the meantime, the share of teenagers who say they use Facebook, a dominant social media platform amongst teenagers in the Middle’s 2014-15 survey, has plummeted from 71% then to 32% right this moment.

As you may see on this chart, YouTube nonetheless leads the method amongst teen customers, with 95% of all teenagers commonly utilizing the app. However TikTok is now the clear second in line, whereas Facebook’s reputation has fallen off in the teen reputation stakes.

That’s no massive 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 spotlight on developing tools for younger audiences specifically. That’s why we’re now seeing an even bigger push on Reels and Tales, which has undoubtedly seen Reels utilization enhance, nevertheless it’s additionally seen the firm go too onerous on some parts, which it recently scaled back after poor consumer response.

There’s little doubt that TikTok is including new ranges of stress on Meta’s growth groups, and these stats additional underline simply how important the platform has turn into, and spotlight the scope of the problem that Meta now has in maintaining Facebook related, as youthful customers proceed to show away from the app in massive numbers.

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

Half of the firm’s ‘Meta’ re-brand is about distancing these two parts, in order that even when Facebook itself isn’t common 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 Facebook’s youth enchantment, as finest it may possibly, to assist usher in the subsequent stage.

Which shall be a problem, based mostly on these new figures.

The identical pattern can be mirrored in the utilization stats, with YouTube, TikTok and Snapchat seeing way more common engagement than Facebook.

Pew Research teen social media use

In fact, Instagram remains to be up there, and it’s nonetheless a preferred platform in lots of respects. However the numbers for Facebook are fairly bleak:

Pew Research teen social media use

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 enchantment with youthful audiences, as video platforms acquire extra consideration, and alter consumer 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 children are spending extra time on TikTok, it’s that the rapid-fire nature of media consumption in 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 reputation of TikTok is actually forcing different apps to play catch-up, as a result of it’s evolving how folks view what content material ought to be. Those who don’t look to maneuver into line with these developments will finally lose out – so actually, it’s possible much less of a aware alternative to repeat TikTok and different common apps, as it’s a crucial shift to maintain up with altering consumer behaviors.

In phrases 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 related to Twitch, Reddit and YouTube.

Pew Research teen social media use

These are some necessary demographic insights to 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:

Pew Research teen social media use

That, in itself, is probably going trigger for concern, however the information underlines the crucial, connective position 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 attention-grabbing snapshot of the present market, and how younger customers align themselves with completely different social media apps. Which, once more, might be nice to your planning, and in case you are seeking to attain younger audiences, you need to undoubtedly be taking word of these stats.

You may take a look at Pew Analysis’s full ‘Teenagers, Social Media and Know-how 2022’ report here.

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