Post by account_disabled on Feb 27, 2024 2:51:10 GMT -7
Facebook usage time continues to decrease… and Instagram usage time continues to rise
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Despite all its efforts , Facebook usage time continues to decline, and although the official figures shared by the social network would lead us to believe otherwise, the truth is that data obtained by third parties shows that this trend continues, and will continue . in the future.
A new report from eMarketer shows that engagement on the platform continues to decline, as Facebook usage time among users over 18 years of age in the United States decreased by 3 minutes in , a figure that will be maintained during , but will con Mexico Mobile Number List tinue downward in the coming years according to eMarketer estimates.
Users check their Facebook accounts…but spend less time on the platform
Although these figures correspond only to users in the United States, this trend will surely occur in the rest of the world. The following graph shows Facebook usage time since and the forecast until .
Image: eMarketer
As you can see, while Facebook's average usage time continues its downward trend, Instagram's usage time continues to grow . Of course this is not so bad for Mark Zuckerberg 's company since it has both social networks, however it is an important point to consider for your next marketing strategies .
But these data leave contradictory conclusions. The point is that Facebook shows that official active users continue to increase their number on a quarterly basis, but despite this, engagement , that is, the time spent using Facebook, is less every day.
Engagement on Facebook fell more than 50% in the last year and a half (Buffer, )
Debra Aho Williamson , principal analyst at eMarketer explains that “ Facebook's continued loss of younger adult users, along with its focus on reducing posts and videos that displayed “clickbait” in favor of those that generate “time well spent” , has resulted in Facebook usage time decreasing in more than we had previously expected. “Less time spent on Facebook means fewer opportunities for marketers to reach online users.”
On average, adult users in the United States will spend 38 minutes per day on the platform (from any device), while by figure will drop to 37 minutes.
What reducing Facebook usage time means for your marketing strategy
Don't be too alarmed, as 37 minutes per day on the app is still a significant amount of time, and the overall reach of Facebook's audience is still unmatched , so we're not saying to run away from the platform forever in favor. from others, but rather observe trends in the evolution of Facebook usage time and consider which platforms your specific audience is spending their time on.
[Tweet “During Facebook usage time decreased by 3 minutes while Instagram wins”]
Instagram continues to enhance its reach and engagement
On the opposite point, the light of day is shining for Instagram as the time of use of the platform continues to grow. On average adult Instagram users in the United States will spend 27 minutes this year on the platform , increasing 1 minute year over year through .
Without a doubt, the stories, influencer content and the push that video gives to Instagram have resulted in greater engagement, while slowly but steadily the time dedicated to this social network increases.
Share on LinkedIn Share on Twitter Share on WhatsApp Share on Telegram Share on Facebook Copy link
Despite all its efforts , Facebook usage time continues to decline, and although the official figures shared by the social network would lead us to believe otherwise, the truth is that data obtained by third parties shows that this trend continues, and will continue . in the future.
A new report from eMarketer shows that engagement on the platform continues to decline, as Facebook usage time among users over 18 years of age in the United States decreased by 3 minutes in , a figure that will be maintained during , but will con Mexico Mobile Number List tinue downward in the coming years according to eMarketer estimates.
Users check their Facebook accounts…but spend less time on the platform
Although these figures correspond only to users in the United States, this trend will surely occur in the rest of the world. The following graph shows Facebook usage time since and the forecast until .
Image: eMarketer
As you can see, while Facebook's average usage time continues its downward trend, Instagram's usage time continues to grow . Of course this is not so bad for Mark Zuckerberg 's company since it has both social networks, however it is an important point to consider for your next marketing strategies .
But these data leave contradictory conclusions. The point is that Facebook shows that official active users continue to increase their number on a quarterly basis, but despite this, engagement , that is, the time spent using Facebook, is less every day.
Engagement on Facebook fell more than 50% in the last year and a half (Buffer, )
Debra Aho Williamson , principal analyst at eMarketer explains that “ Facebook's continued loss of younger adult users, along with its focus on reducing posts and videos that displayed “clickbait” in favor of those that generate “time well spent” , has resulted in Facebook usage time decreasing in more than we had previously expected. “Less time spent on Facebook means fewer opportunities for marketers to reach online users.”
On average, adult users in the United States will spend 38 minutes per day on the platform (from any device), while by figure will drop to 37 minutes.
What reducing Facebook usage time means for your marketing strategy
Don't be too alarmed, as 37 minutes per day on the app is still a significant amount of time, and the overall reach of Facebook's audience is still unmatched , so we're not saying to run away from the platform forever in favor. from others, but rather observe trends in the evolution of Facebook usage time and consider which platforms your specific audience is spending their time on.
[Tweet “During Facebook usage time decreased by 3 minutes while Instagram wins”]
Instagram continues to enhance its reach and engagement
On the opposite point, the light of day is shining for Instagram as the time of use of the platform continues to grow. On average adult Instagram users in the United States will spend 27 minutes this year on the platform , increasing 1 minute year over year through .
Without a doubt, the stories, influencer content and the push that video gives to Instagram have resulted in greater engagement, while slowly but steadily the time dedicated to this social network increases.