Hyped! Health Marketing

Facebook are really trying to stay ahead of the game, but I think they (and their competitors) are missing out on a crucial thing Facebook does well that other platforms don’t. I wonder how long it will be before their competitors catch on. Indeed, Facebook is releasing more and more TikTok-like features, I wonder when the other platforms will steal Facebook’s best one…

From a general social media perspective, i.e. posting/keeping up with friends and your interests, I personally would say Facebook is dying out. But, I have just checked the stats and according to January 2022 research, in the US according to Statista, it is still the most popular social media platform by monthly active users. [EDIT: Updated to 2023 figures, and it’s still the most popular platform]

I am not convinced they will remain at the top.

My reasons why are below and stem largely from the fact that the younger generation hasn’t taken to Facebook in the same way, which may be a future indicator of Facebook’s downfall if they don’t make any successful changes.

When reading these, please bear in mind these are anecdotal experiences from a small sample size encompassing London and Norfolk in the UK and may not be reflective of what is happening worldwide.

• Anyone under 23 I have spoken to seem to use TikTok the most for their entertainment, Snapchat is also huge (I’ve hardly ever had an account – perhaps I am too old), and Instagram is just behind.
• It seems that unless they are trying to be an influencer, the average teenager doesn’t post as much as those older. There seems to be less desire to put their lives out there and share (my theory is that this might come from the onslaught of toxicity seen on TikTok and also the increased use of Snapchat to send more private updates to select inner circles). Not to mention, Instagram’s post to Facebook content has made the thought of going specifically onto Facebook to post a backburner anyway.
• Due to the nature of my business, I have a wide range of ages as Facebook friends. When I do post (for example: a new profile picture) the majority of comments (i.e. a strong indicator of engagement) come from people over 35.
• A few small business owners, including myself, say the only reason we still have Facebook is that it’s good for business.
• People under the age of 20 I have spoken to just don’t seem to use the platform in the same way the older generation do. They seem to only be creating a Facebook account when they get to university so they can find out what’s going on in terms of events and sports clubs/societies.

From my last two bullet points, can you see what Facebook’s competitive advantage is? One thing Facebook does do better than any platform I have seen so far, is to have a Facebook page and/or group for your business where you can also place events, set up services, an appointment system, schedule posts and charge for tickets. And because everyone has a Facebook account, it is a lot easier to let them know what your business is up to.

With the rise of Tiktok, the increased use of TikTok and Snapchat by young people and every platform releasing new features and updates, it will be interesting to see how these platforms evolve to compete against each other, and which ones will fall into the black hole to join Myspace and Bebo.