Yet again we see the headlines ‘Teens Abandon Facebook’ with the subtext suggesting marketers do the same.  One of the more recent reports from an investment bank, Piper Jaffray inferred kids are definitely over Facebook and that they’re moving in their droves to Instagram and Twitter.  Their report suggests it’s because “teens are increasingly visual and sound bite communicators.”

Mom’s on Facebook! 

If you ask Teens why they’re not using Facebook, it’s likely they’ll tell you their parents are on there and often want to be their ‘Facebook friend.’  Throw yourself back to being a teen and ask yourself, what would you do?

So, if teens are moving away from Facebook should it matter to you?  In a word ‘no’ if you are not selling products or services targeted at that demographic.

That said, a social media manager I was working with, told me how she’d been given instructions by the management team to find out if they should add SnapChat and Instagram to the social media channels they were already using.

Now according to a report from Business Intelligence, the research and analytics branch of Business Insider, the average user of SnapChat is under 25 and predominantly female.  From data compiled by the Pew Research Centre, more than 90 per cent of Instagram users are under 35.


Targeting Your Ideal Customer

Let’s go back to the company I spoke of earlier Their customer is predominantly male, in his 40s and working within the corporate environment.  Therefore, he’s unlikely to be on SnapChat, and while there is some possibility of him being on Instagram, he may use Facebook and more than likely he’s all over LinkedIn. So, in this scenario, investing effort and marketing budget into social media channels that your target audience is not using, makes zero commercial sense.  So why would you do it?

While we may see more headlines about teens abandoning Facebook, if they’re not your target audience it has little relevance for you. You’ll notice I did not say no relevance as teens are your future buyers and things change fast with social sites which is why you do need to keep an eye on upcoming trends so that you are ready to adapt and move with them.

If you’d like help putting a digital strategy together for your company, get in contact.

To your online success!


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