There’s a narrative that’s taken place that takes as accepted fact that Facebook’s once ironclad grip on the fickle teen market has slipped, as evidenced by the surge of other apps like Instagram and Whatsapp, which Facebook paid a combined $20 billion to acquire.
It’s undeniable Instagram and Whatsapp, among others like Snapchat, which Facebook also reportedly offered to buy, are surging. But it turns out Facebook’s core service is doing just fine with teens. New data from Forrester bears this out, showing that Facebook is still the default social network with teenagers.
The researcher found that three quarters of teens said they used Facebook monthly, over twice that of Pinterest, Tumblr and Snapchat. Facebook use is more than Instagram and Whatsapp combined, according to Forrester.
Forrester surveyed over 4,500 teens for the survey.
The data is a bit of an about face to the marketer view of Facebook. After all, it was only in October that Facebook CFO David Ebersman admitted teens were using the service less frequently.
“The bottom line: The sky is not falling,” Forrester analyst Nate Elliott, who has been critical of Facebook in the past, wrote in a blog post. “Facebook does not have a problem attracting or retaining teen users.”
-
Digiday+ Research deep dive: YouTube holds strong as a reliable marketing channel for agencies and brands
YouTube might not be considered the most exciting marketing channel out there, but brands and agencies see the platform as a reliable marketing channel that delivers consistent success.
-
Pringles goes all in on social to put college athletes front-and-center for ‘March Mustache’ campaign
Pringles is turning to social media — particularly Instagram — to leverage some of the college athletes playing in the March Madness basketball tournament, with the goal of reaching college basketball fans on second screens.
-
Short-form video needs better monetization, creator funds aren’t the way to do it
Creator funds have almost been like a stepping stone before a more permanent solution is either considered or put into place.
-
SponsoredHow advertisers are leveraging omnichannel attribution and measurement to power CTV
Sponsored by MNTN Connected TV advertising has joined and expanded the larger ecosystem of campaigns that advertisers deploy. As such, omnichannel marketing strategies now encompass television and mobile devices, tablets and other screens such as out-of-home. And as customers engage across these different touchpoints, brands are seeking and moving their measurement and analytics efforts to […]
-
L’Oreal uses social listening, in-house teams to tap into beauty trends ‘at the speed of culture’
The beauty behemoth is turning to in-house teams to accelerate content production that taps into trends within days, rather than the weeks or months of traditional marketing and advertising timelines.
-
With Canva and Adobe’s new updates, the generative AI race enters the brand design space
Canva and Adobe are just two of several major design and visual platforms that are rapidly introducing new generative AI capabilities in the service of brands.
