For the first time, less than 50% of the U.S. internet users 12 to 17 will use Facebook (once or more per month).
Facebook may still be growing, but it is growing older. According to eMarketer, U.S. Facebook users ages 11 and younger will decline by 9.3%. Facebook will lose 2 million users 24 and younger this year.
Instagram and Snapchat will increase, but so will new upstarts in the social sharing world. But, if more parents start using the platforms, they may not be considered cool in the eyes of a younger generation. The real problem with Facebook is that parents, teachers, coaches and a host of advertisers from colleges to banks are also on Facebook so there is little privacy for teens as they post selfies and other thoughts.
Don’t cry for Facebook; it owns Instagram, so there is a good chance the Facebook ecosystem will keep kids engaged and grow revenues for ad sales. Yet for marketers who want to appear hip and cool, you may need to gravitate from Facebook and onto other marketing platforms. If you want to see mainstream, stay on Facebook. It is the social media for working people and grandparents.