A recent survey conducted by Magid Social Media indicates that a large number of teens, between the ages of 13 and 17 years old, have left Facebook and Twitter in favor of other social sites. Instagram, Pinterest and Snapchat have apparently gained these viewers, offering more interactivity in terms of posting pictures and having more avid conversations.
Facebook dropped to 88 percent in teenage use, a drop from last year’s 94 percent. As far as why they may have left the service, some believe it is due to the fact that their parents and relatives can see their posts all too easily, while other sites offer a bit more security.
Snapchat has managed to gain 50 percent of this audience, while Instagram was close behind with 25 percent, according to the poll results.
Another survey conducted by Piper Jaffrey back up these findings, according to Metro’s site. Adelaide Lobenthal, one of the youngsters who spoke up during the study, explained, “People say, like, if you didn’t Instagram it, it didn’t happen.”
Instagram still has a bit of a strain when it comes to connecting to other users as easily as you could through Facebook. However, perhaps that’s what certain teen users want, being able to share pictures with others without direct interaction – or fear that those relatives may see something that they shouldn’t. (Snapchat has a similar “private conversation” set-up, so that not everyone can see what’s being discussed.)
While Facebook isn’t too worried about the move over to Instagram – it owns the photo site – Snapchat could pose a threat down the road, with its rise in social audience and privacy features that make it easy to post things that not everyone will be able to see.
The real concern for Facebook is that advertisers may begin to look at other social media in order to reach teenagers. The shift may be small in numbers right now, but part of the issue is the cool factor. Is Facebook losing the thought leaders and influencers among teenagers That could be a signal to certain brands that other social media is the right place to be. That’s something both Facebook and different brands will be paying attention to in the future.
Expect leading brands to keep an eye on what teens are getting into as far as social sites go – and where the staff of such sites go in terms of offering features to perhaps bring them back…