pew research, social media marketing, instagram, facebook, tiktok, youtube

Pew Research report shows the rise of TikTok and fall of Facebook

Marketers looking to target a younger audience might be interested to know that Pew Research has released a new report showing what teenagers today are looking at.

Ultimately, the report shows the fall of Facebook, the rise of TikTok, and the growth of Instagram and Snapchat.

As Pew Research explained in the report: “[The survey] of American teenagers ages 13 to 17 finds TikTok is now a top social media platform for teens, with some 67% of teens saying they ever use TikTok, and 16% of all teens saying they use it almost constantly. Meanwhile, the share of teens who say they use Facebook, a dominant social media platform among teens in the Center’s 2014-15 survey, has plummeted from 71% then to 32% today.”

Facebook took a dramatic dip since 2014/15, while the likes of Twitter and Tumblr have seen a small and gradual dip, but then that’s not exactly news. Snapchat users have grown from 41% to 59% and Instagram from 52% to 62%. But overall, YouTube is used by almost all, with 95% of the surveyed users on the site, most likely because its nature as an entertainment source, not to mention the one-stop shop for video content, makes it particularly popular.

Social Media Today, reporting on Meta’s loss in younger users commented: “While older users will definitely keep Facebook going, it’s younger audiences that dictate the next big trends and shifts. And while Meta doesn’t necessarily need Facebook to be a top priority in this respect, it does need its metaverse push to take hold with the youth, in order to maximize adoption and resonance.”

You can find the full report here.

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