Connect with execs from The New York Times, TIME, Dotdash Meredith and many more
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.”
More in Marketing
Instagram offers a new guide to advertisers to convince them to try out its creator marketplace
The 26-page document aims to make the whole process quick and painless.
Google’s YouTube overtures gain traction among marketers refocusing on brand investments
YouTube is benefitting from prevailing winds propelling marketers toward brand spending.
CMOs might be pushing ahead on AI, but lack of measurement’s holding them back
CMOs embrace AI, but lack clear ROI metrics to justify full investment. Until then, measurement remains the missing link.