The digital media landscape is constantly changing – especially social media. This fast paced and innovative sphere is renewing and refreshing every day – and so are its users. Recent reports from eMarketer suggest that Facebook is becoming a website for the 55+, whilst teenagers are opting for other sites like Snapchat. So, what does this mean for social media? And, why should you take notice?

Changing social media dynamics 

With technology evolving and changing, it’s hard for platforms to stay on top. Facebook have tried to tackle this by still regularly introducing new features to attract new and old users – including reactions, stories and video chat. There has also been an overhaul of its algorithm and news feed.

This has sparked controversy by apparently mimicking smaller rivals, but the changes haven’t swayed younger audiences. According to research in 2018, 700,000 fewer users will use Facebook than in 2017. Many of which are younger people, who are ‘defecting’ to other platforms, such as Snapchat and Instagram.

The older generation on Facebook

What does this mean for Facebook? And, who is still using the platform?

Although Zuckerberg might lose his monopoly on teenage social media use, it doesn’t mean Facebook is struggling. Instead, there is a surge of an older generation of over-55s users. This is set to become the second-biggest demographic on the site. 

Overall on Facebook, there is said to be 6.4 million 55 – 65-year-olds, with 500,000 of those expected to join this year. According to Bill Fisher, eMarketer’s UK senior analyst, this has led to a “teen problem” for the social media platform.

Where are the teens? 

So, if the older generation are on Facebook, where are the youth population we here you cry. Well, Snapchat appears to be the new rival for younger users. An app which boats visual content and messaging services, this has seen growth in its younger numbers. 

Many of this generation of social media users are starting there online networking journey for the first time and lots are opting out of Facebook. Some may see it as an older site just for parents or they are wary of sharing personal information.

Either way, a divide is growing when it comes to apps and how people spend their scrolling hours. 

The social media race – who’s winning?

Despite worries about Facebook, numbers still suggest that it’s around to stay. Recent controversy over Snapchat updates have also sparked concern about the changing nature of social media, with many users still confused by the new purpose of this visual app.

Facebook, therefore, is still the most popular platform in the UK with 32.6 million users and 2 billion worldwide. This is ahead of YouTube, Twitter and Snapchat. As Facebook also owns Instagram, it’s helping it remain a favourite amongst younger users.

Need some help figuring it all out?

In a social media race, Facebook still takes first place. But, looking to the future who knows what media changes can occur in the blink of eye. That’s why it’s important for businesses to stay ahead of the curve and keep on top of their marketing game.

At Bing Digital, we move with times and keep on top of the fast-moving digital marketing sector. We offer results-driven and effective content marketing for our vast array of clients. With flexibility, creativity and 20 years of expert knowledge, we can help you get the most out of your digital content. Interested? Get in touch today to discuss how we can help you.

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