Aurora Magazine

Promoting excellence in advertising

Here Today, Gone Tomorrow?

Is Facebook a dying platform or is it here to stay?
Published 06 Apr, 2023 02:03pm

Social media has completely changed how we communicate, connect and express ourselves. Many platforms have come and gone, while others have stood the test of time. One of the oldest and most popular social media platforms is Facebook, although other social media platforms have now become more popular than Facebook.

Data published in Meta’s advertising resources indicates that Facebook had 43.55 million users in Pakistan in early 2022. Furthermore, it continues to be a top news source after YouTube despite Twitter’s reputation as the ‘breaking news’ medium. This emphasises the value of timely material that enlightens readers, fosters community, and sparks insightful debate.

Following the success of Facebook came the two currently most popular social apps. The first is Instagram, a photo and video-sharing platform, great for sharing photos and videos with followers. Additionally, it is constantly updating its features and adding new ones, making for more engaging and entertaining content. The second is TikTok which is relatively new and has become increasingly popular in recent years. It is now one of the most popular social media platforms in the world, with over 500 million monthly active users.

Although Facebook has been the most popular social media platform for some time now, it is slowly losing its top spot. Its end was predicted to take place in 2020 but here we are in 2023 and Facebook is still alive. But for how long? A lot of people think that a day will come when Facebook will die. As of now, Facebook’s statistics show that it’s doing extremely well.

It is said that among teens and young adults, Facebook is losing popularity. Compared to people over 30+, teens spend less time and post less on Facebook.

There are many reasons for this, ranging from user fatigue to privacy concerns. Firstly, many users have become bored with the platform and are looking for something new and exciting. On the other hand, many users have become increasingly concerned about their privacy on the platform, especially with the recent Cambridge Analytica scandal. Additionally, Facebook’s newsfeed algorithm has become increasingly difficult to navigate and understand, making it harder for users to find what they are looking for. Finally, many users have become frustrated with the number of ads and sponsored content on the platform.

Despite having a reputation for being an ‘older’ network, Millennials make up 26.4% of the platform’s user population. However, 36% of Facebook’s user base is over the age of 45; yet, its significant organic reach makes it one of the most economical advertising platforms and its advertising features have assisted companies and organisations in achieving the objectives of their marketing efforts, such as attracting new clients, boosting sales, or increasing website traffic.

Facebook usage has held steady since about 2019, although it has seen a six-minute fall over the past five years. Remember that social usage across platforms is essentially flat. There will be increased competition among networks for viewers’ attention. The typical social customer distributes their usage time more equally as a result.

To better compete with TikTok, Facebook’s parent company, Meta, is spending more on short-form films, including Reels, which it debuted on Instagram in 2020.

The popularity of Instagram Reels, however, hasn’t been sufficient to keep Facebook users interested; perhaps the function doesn’t appeal to a group of users who use the network to communicate with friends and family. However, Reels are exclusive to the Instagram app, which only serve a portion of Facebook’s user base.

Even though Facebook and other apps have copycat features like Reels, TikTok will continue to dominate this short-form video content boom. This is because TikTok is the app that made this kind of material so popular in the first place, and other apps including Facebook simply can’t compete with it.

As social media platforms continue to evolve, it is important to stay up-to-date with the latest trends and technologies. Many of the current platforms, such as Facebook, Instagram, and TikTok, will continue to grow and innovate to stay ahead of the competition.

Additionally, more niche platforms, such as Clubhouse and Discord, are becoming increasingly popular and are changing the way we communicate and interact with each other. It is likely that these platforms will continue to grow in popularity and will become the go-to platforms for many users.

The most important thing to note is that each platform has its unique features and advantages, so it is important to choose the one that best fits your business’s needs. For example, if you are looking to reach a younger audience, then TikTok may be the best platform for you. On the other hand, if you are looking to reach a more mature audience, then Instagram may be the best platform for you. Additionally, if you are looking for an all-in-one platform to reach all types of audiences, then Facebook may be the best platform for you.

With regards to the question – Is Facebook dying? – in actuality, Facebook has permanently altered the social media landscape and whether we want to acknowledge it or not, it continues to play a significant role in our lives. Therefore, it is too soon to proclaim Facebook to be dead. However, at the end of the day, Facebook is a social network, and just like MySpace, any social network may quickly rise and fall and then disappear.