Social Media Today recently released this infographic identifying the shifting social media trends amongst teenagers.
- For Facebook North American active users numbers are declining
- The average age of Facebook users has risen from 38 to 41 years old
- The number of Moms getting on Facebook is rising sharply
- Teens are increasingly going mobile and Facebook is not their favorite app
- There are a lot of hot, new apps like Kik Messenger, WhatsApp and SnapChat that are grabbing the attention of teenagers
As Facebook gets “older” we’re seeing that teenagers are turning to other emerging social media outlets.
In recent weeks, Facebook told CNET on two occasions about its teen-appeal problem. When it filed its annual report, it warned investors for the first time that younger users are turning to other services, particularly Instagram, as a substitute for Facebook.
But as the infographic states Tumblr reigns over Facebook. What is it about Tumblr that is so alluring to teenagers?
Tumblr proves that the issue is less about public vs. private and more about whether you are findable and identifiable by people who actually know you in real life.
Most Tumblr content falls into three categories:
- Photos of young people’s daily lives: studying, buying things, hanging out with friends. Many of these photos are from Instagram or the Tumblr mobile app, which is now quite good.
- Entertaining memes and gifs they find on Tumblr and re-share with their friends. A teenage friend of mine told me recently that he tries to post something to his Tumblog on an hourly basis — which requires endless scouring of other Tumblogs for re-bloggable content. Fortunately, the Tumblr Dashboard is designed specifically with this goal in mind: consume lots of things and “reblog” easily. This is where the topic-based photobloggers add value to the ecosystem; it’s why we see Tumblr encouraging the seeding of “rebloggable” content — such as live-Tumbling The Grammys.
- Porn and near-porn collections for personal use, usually under a different pseudonym. (Protip: searches on many keywords at 11 p.m. yield VERY different results than the same searches at 11 a.m. And there’s a NSFW setting if you truly don’t want to see any of it.)
Does this sound familar? Teenagers, amusing images, sharing only with trusted friends? In some ways, Tumblr is actually Facebook 2.0! As Facebook has become a real-life social network infested with parents, co-workers, ex-friends, and people you barely know, Tumblr has become the place where young people express themselves and their ACTUAL INTERESTS with their ACTUAL FRIENDS.
It’s not that teens are abandoning Facebook, they’re looking for means to avoid their parents and even their grandparents by turning to other social networks. What will this mean for the future of marketing and brands reaching this influential demographic?