All the talk is about how teens are leaving Facebook. In droves.
The truth is, they're not leaving Facebook - they just are not using Facebook exclusively any more. take a look at this chart from eMarketer:
What this is showing us is that Facebook has only lost its selectivity with teens, but they are still there. Teens used to over-sample on Facebook, and all social networks. Makes sense, since they are usually the early adopters. Now - especially on Facebook - teens are just about as equally a balanced demographic on the platform as any other.
Does that mean you can't reach teens on Facebook? Of course not! You simply have to be targeted in your content, make it desirable for them to share, and definitely consider amplifying your posts with paid media.
This leads to a few other questions:
1) So...where are teens oversampling now? What are the platforms they are now the early adopters on?
-b
The truth is, they're not leaving Facebook - they just are not using Facebook exclusively any more. take a look at this chart from eMarketer:
What this is showing us is that Facebook has only lost its selectivity with teens, but they are still there. Teens used to over-sample on Facebook, and all social networks. Makes sense, since they are usually the early adopters. Now - especially on Facebook - teens are just about as equally a balanced demographic on the platform as any other.
Does that mean you can't reach teens on Facebook? Of course not! You simply have to be targeted in your content, make it desirable for them to share, and definitely consider amplifying your posts with paid media.
This leads to a few other questions:
1) So...where are teens oversampling now? What are the platforms they are now the early adopters on?
- Teens are flocking to the newer, more visual based platforms like Snapchat, Instagram or Vine.
- Engage with teens across all these platforms. (Especially the ones their parents haven't adopted yet!)
- Make sure you look at your content on all these platforms on a mobile device, not just your computer. Teens consume content on the go.
- Listen to the insight that visuals appeal to teens. Use images and videos in your posts over text based content.
- Ensure your content is relevant and valuable! You content needs to provide value to them if you want them to share it. Think about what would make a teen look cool to their friends, and what would entice them to share your content. (We call this "social currency.")
- Use teens when talking to teens. They are more likely to share content that depicts someone in their own age group.
-b
