SOCIAL
Facebook slump reignites debate over attracting younger audiences
Facebook — whose parent company has been renamed Meta — has been battling regulatory issues, negative headlines around bullying and disinformation. — © AFP
Clara LALANNE and Joseph Boyle
Facebook announced on Thursday that its daily user numbers had fallen for the first time in its history, reopening the debate around its problem with attracting new, younger subscribers.
The firm’s founder, Mark Zuckerberg, was in no doubt who was to blame.
“People have a lot of choices for how they want to spend their time, and apps like TikTok are growing very quickly,” he told investors, according to US media.
TikTok has continued its soaring growth, particularly among younger audiences attracted by its user-friendly controls and upbeat content of mostly very short, self-made videos.
“TikTok from the beginning has focused on a younger audience — the style of the content, the music, the dancing,” says Flavilla Fongang, who runs London-based branding agency 3 Colours Rule.
“Their moment has really come in the pandemic, where people were desperately looking for ways to stay connected.”
In the same time period, Facebook — whose parent company has been renamed Meta — has been battling regulatory issues, negative headlines around bullying and disinformation, and on Wednesday faced a huge slide in its share price.
That said, Facebook remains the world’s most popular social media network by far.
It lost one million daily users in the last quarter of last year but still has almost 1.9 billion, figures that dwarf every other platform.
So does Facebook need to worry about attracting younger audiences, and can it do anything to remedy its image as a platform for the older generation?
– ‘Boring, misleading, negative’ –
The company itself clearly thinks so.
It has been focused on the question for almost a decade, according to papers released last year by whistleblower Frances Haugen, some of which detailed the platform’s concerns about losing young audiences.
“Young adults perceive content as boring, misleading, and negative,” data scientists told Facebook bosses, according to an account from Haugen’s documents reported on The Verge website.
Yet up until this year, the platform had been able to post impressive growth figures.
Analysts say this was papering over the cracks.
“It’s not something that’s new, this migration of younger users away from the core Facebook platform,” says analyst Matt Bailey from London-based Omdia group.
“It was making up for those lost users with older demographics… but it’s reached a bit of a saturation point among those older audiences.”
– Bet on the metaverse –
Facebook has been looking at TikTok’s rise with alarm and some jealousy.
The upstart app added 650,000 new users every day in the final quarter of last year, according to the We Are Social communications agency.
“This change in dynamics between the two firms can be explained by Facebook’s inability to get subscribers among the ‘Gen Z’ group of 15 to 25-year-olds,” says Vincent Reynaud-Lacroze of the agency’s French branch.
“It’s become a bit of a platform for the ‘boomers’.”
The firm has already tried to replicate the success of TikTok through its short-video Reels function, and borrowed inspiration from its own Instagram platform for its picture-led Stories function.
But neither addition has stopped the slump.
For branding expert Fongang, the bottom line is that TikTok and other platforms have the kind of functions that young people want.
“The young generation, they’re fickle, they want content to move fast, with streaming and this ability to connect with strangers very quickly,” she says.
“If you think about Facebook and Instagram it’s about who you know in your space. Whether it’s Twitch or TikTok, you can have interaction with strangers and create something magical even if you don’t know them.”
The stagnation with its Facebook platform at least partially explains the company’s decision to rebrand as Meta late last year, tying its future to the concept of the metaverse — a 3-D internet fuelled by virtual reality technology.
“The metaverse is their core bet on the future,” says analyst Bailey. “They’re probably leading that race at the moment in terms of ad-based monetisation.
“If they can translate that success into this new area then what happened over the past couple of days will be of less concern for them.”
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SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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