Week 3 of 52 – Why Teens leaving Facebook could be great for Business
Research has found that a huge chunk of Facebook’s user base has started to desert the popular social platform in droves. Recognised by Facebook’s own C.F.O. David Ebersman in October 2013, this information has now been backed up by the 2014 Facebook Demographic Report created by digital marketing agency, iStrategyLabs.
According to the report, over three million teenagers have left Facebook in the past three years and that number continues to grow. In contrast, relatively new kids on the block, Snapchat and Instagram, appear to be growing user numbers at an extraordinary rate.
Facebook does not appear to be too worried about this data and neither should you, as the social media savvy small business owner.
Let’s face it, previously with so many teenagers on board, Facebook has had an image problem with a large percentage of adults who have chosen to stay away from the platform. This is largely due to bad press that Facebook generates and the media’s influence on the decision-making choices of our adult population.
To be truthful, you rarely hear of the positive side of the Facebook network. Online bullying is rife, teen suicides have been attributed to Facebook attacks and even here, in my home town of Innisfail, there have been huge family feuds/fights all based around what has been written to Facebook.
However, the winds of change are beginning to blow across the Facebook platform and it appears that the demographic is starting to mature. In the same timeframe that saw those three million teenagers leave, Facebook has gained 28 million adults in the in the age bracket 25-54.
This can only be good for your business.
These adults represent the majority of any target market for any business. Children and teenagers definitely have influence on purchases in a household, but the most potential for sales in products and services always lies with the adults – the ones with the real money to invest or purchase from your business.
And with so many more adults coming onboard the Facebook juggernaut, it will continue to grow at a phenomenal rate as the word gets around. For any business utilising Facebook, this will mean that they are more likely to hit the demographic that will actually buy their product. Facebook advertising will no longer be hit and miss.
Facebook is already used as a powerful marketing tool for the teen market. Now, with the increase of adult users, it has a chance to become a serious contender in the same way with the “more-mature” side of the purchasing public. Although there is still room for improvement, don’t be mistaken into thinking that Facebook is going to “fade away” any time soon.