There have been lots of articles and speculation over the last few months about the teen audience leaving Facebook. This could be a major concern if you are using Facebook paid advertising to target teens, but should you be really concerned?
How many teens have left?
iStrategy Labs reports a 25.3% decline in teens using Facebook in the last 3 years. That’s roughly 3.3 million 13-to-17-year-olds.
Where are they going?
In GlobalWebIndex‘s November 2013 “Where Are the Facebook Teenagers Going?” bulletin, the firm answered its question by identifying the “big winners” among global teens as “messenger, video and photo apps.”
Time will tell whether any current players in the social mobile apps arena have staying power, but GlobalWebIndex added, “The growth rates, impressive as they are among teens, mask the all-important fact that Facebook is still far and away the largest social platform and mobile app used.”
Should you be concerned using Facebook as a primary means of reaching teens through advertising?
Absolutely not! Facebook continues to be the dominant social network in the world. As of January 2014, the number of teens (ages 13-17) remain incredibly high – 9.8 million! And we have continued to see visits and leads increase within our Client’s Facebook paid advertising campaigns, month over month.