Do you still think Facebook is cool? No, you don’t, no one does anymore. And there is a clear and obvious reason behind that opinion: Facebook is getting old! Only 8% of Facebook users are between the ages of 13 and 19. This, however, doesn’t mean that Facebook is dying, there are still over 2 billion monthly active users on Facebook (as of June 2017) which represents a 17% year over year increase.
However, users’ behaviours are changing. It is less about sharing personal stories and updates and more about sharing third-party content. Another important trend change is the rise of video content; it is estimated that by 2019 85% of search traffic in the US will be video content and Facebook is already well into that trends.
As much as Facebook is losing ground with the Gen Z of the world, it still has a big share of millennials, 82% of the internet users aged 18 to 29 are active on Facebook in the United States.
These are a result of the increased competition in the social media and instant messaging world with the growth of Instagram (actually owned by Facebook!), WhatsApp, WeChat, etc.
Regardless of all of this, Facebook remains a key tool when deploying online campaign, with its growing reach and improved targeting capabilities, whether it should be part of your marketing budget or not is not a question!