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 line with the most recent information from Pew Research, which surveyed over 1,300 US teenagers and their dad and mom between April and Might this yr, as a way 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 nearly consistently. In the meantime, the share of teenagers who say they use Fb, a dominant social media platform amongst teenagers within the Heart’s 2014-15 survey, has plummeted from 71% then to 32% as we speak.

As you’ll be able to see on this chart, YouTube nonetheless leads the best way amongst teen customers, with 95% of all teenagers repeatedly utilizing the app. However TikTok is now the clear second in line, whereas Fb’s recognition has fallen off within the teen recognition stakes.

That’s no huge shock. Meta’s personal inside analysis has proven that both Facebook and Instagram have seen declines among younger audiences of late, which has seen Meta put extra of a deal with developing tools for younger audiences specifically. That’s why we’re now seeing a much bigger push on Reels and Tales, which has positively seen Reels utilization enhance, however 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 strain 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 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 preserve Fb going, it is youthful audiences that dictate the following huge developments 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, as a way 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 common anymore, its VR instruments might be considered as separate. However inevitably, they are going to be linked, and it’s in Meta’s finest pursuits to keep up Fb’s youth attraction, as finest it could, to assist usher within the subsequent stage.

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

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

Pew Research teen social media use

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:

Pew Research teen social media use

Then once more, Twitter can also 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 routine behaviors in fully 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 within the app is altering expectations and approaches fully, 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 ought to be. Those who don’t look to maneuver into line with these developments will finally lose out – so actually, it’s seemingly much less of a aware alternative to repeat TikTok and different common apps, as it’s a needed shift to maintain up with altering consumer behaviors.

When it comes to gender break up, Pew’s information additionally exhibits 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 vital, connective position that social media now performs in our trendy interactive course of, and conversely, why it’s now such a robust 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 to your planning, and in case you are trying to attain younger audiences, it is best to positively be being attentive to these stats.

You’ll be able to take a look at Pew Analysis’s full ‘Teenagers, Social Media and Expertise 2022’ report here.

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