Just 3 years ago it was hard to deny that Facebook was the top dog when it came to social media and marketing platforms for businesses. Now, this is no longer the case. If you specifically look at younger audiences, you’ll notice the future is going to YouTube and Instagram. Over the last few years, facing data controversies and an overabundance of ads, Facebook has toppled and it doesn’t look like its getting back up anytime soon.
Facebook audiences are much older, 45 and up counts the majority of active users and the number of younger audiences continue to dwindle. We are also seeing a rise in direct traffic to websites and blogs, instead of coming in from social media sites like Facebook.
If this has you worried, it really shouldn’t. In fact, it’s kind of freeing in a way. Facebook is starting to be used for its intended purpose. You might see a drop in your Facebook ad campaigns, but that just means you have to shift your focus more towards other platforms and reinforcing the SEO on your main website.
What are the statistics?
When I say “Younger audiences” what I really mean are teenagers. You might think this isn’t important, but it’s pretty telling of where a social media platform is heading and how you can begin to future proof your online presence.
According to the statistics of Pew Research, only about half of US teens have a Facebook account at all and of that 50% only 25% said that Facebook was their go-to social platform. Now, more than ever, your big three among this audience are YouTube, Instagram, and Snapchat. It’s pretty easy to see why. Video and images are the dominant stimulants for teenagers and these platforms deliver.
How should you deal with these changes?
While you should still continue to post and improve your content with Facebook, you might want to dial back how much you spend on campaigns and start investing some capital into Instagram and Snapchat.
It’s pretty easy to get started with Instagram. You simply take a lot of pretty pictures that encapsulates the core of your business.
Snapchat is a little more intimidating, especially if you have no acting chops. Start by creating short clips without any speaking lines, maybe showing off a product or service, then build your courage as you continue to post.
This is another monster that takes more effort than you might think. Creating, editing, and uploading videos regularly is exhausting. If you’re jealous of YouTube stars that make a lot of money in the business, don’t think they got there by doing nothing. It takes a really long time to create content that people love and continue creating content that will make you that kind of cash. My advice for YouTube is pretty much the same as with Snapchat, just do the best you can, watch other videos and see how you can improve your content over time.
Going into the future, you should definitely take the time to make sure your SEO is up to par. If you need help improving your SEO, contact WebCroppers for a free consultation or take a look at our other bogs explaining the basics of on-page SEO.
Going into new social media platforms like Snapchat, YouTube, and Instagram seems like the best approach. You should do this and improve your website’s SEO to make sure your marketing strategies are solid for the future.
One thing I will mention is that treading new waters is kind of a double-edged `sword when it comes to younger audiences and social media. The reason Facebook is failing is because of its overuse of ads and data collection tactics. We are likely to see the same thing happen as more businesses use this strategy to start building their brand. Always be on the lookout for the latest trends and keep up with our blog to stay in the know.