Is Facebook Dead to Millennials?

Is Facebook Dead to Millennials?

millennials FacebookThree years ago, a European study found that teenagers were leaving Facebook for other social sites like Twitter, Instagram, and SnapChat. It was suspected that as older users began setting up accounts, teens sought a platform where they could hang out online with their friends without their parents seeing everything on their feed. This conclusion the led the anthropologist on the research team, Daniel Miller a professor of material culture of University College London to pronounce Facebook as “dead and buried” to the Millennial generation.

The study spread like wildfire. Many publications like Forbes and Business insider left their readers wondering about the fate of the platform.  The pessimists foretold that Facebook would soon share the same fate as its early competitor MySpace and become obsolete within five years. The optimists predicted that Facebook would live but the younger generation would view the platform as they would a family reunion. They would keep their accounts open as an obligation to parents and distant relatives to stay in contact, but their everyday communications would happen on other platforms.

These predictions concerned companies and nonprofit organizations who had already incorporated Facebook into their inbound marketing strategies. Had they wasted their investments in Facebook ads? If millennials were leaving Facebook, where were they going? What did inbound marketing  teams need to do to reach this demographic? Should they pull away from Facebook all together?

Still today, Millennials’ behavior on social media leaves many marketing teams befuzzled, especially those who work for nonprofits. The millennial generation has made itself known one of the more generous generations alive today. Unfortunately many nonprofit organizations are still unsure of how to interact with them. In order to help our nonprofit clients engage with this new generation of potential donors and volunteers, we conducted a survey where we questioned millennials about their habits online. Over 500 people ages 18-35 responded and we’ve been busy calculating the results. What we have found so far has been very insightful.

We found that there is good news for those who decided to stick with Facebook in the midst of its prophesied doom. According to our research, Millennials are not leaving Facebook in droves. In fact, Facebook seems to be the stable social media platform for this generation. An average 97% of the millennials we surveyed reported having a Facebook account!

Millennial ages

Percent reported having Facebook accounts.

18-22

100%

23-25

98%

26-30

98%

31-35

100%

36+     

88%

Okay, so Millennials have Facebook accounts, but that’s not where they’re spending their time right? They’re only keeping the accounts out of obligation to their parents, right? On the contrary, our research has shown that Millennials aren’t just holding on to accounts. They’re actually spending a good portion of their day checking Facebook. We asked Millennials how often they used their favorite social media platforms. This is how they respond when we asked how often they used Facebook.

Millennial ages

Percent reported checking Facebook Multiple Times a Day

Percent reported checking Facebook Every Day

18-22

60%

31%

23-25

62%

29%

26-30

65%

24%

31-35

72%

24%

36+     

72%

24%

While younger Millennials may be checking Facebook less often than older Millennials, over half of all the Millennials we surveyed are checking Facebook multiple times a day! So long story short, if you can only choose one social media platform to incorporate into your inbound marketing strategies make it Facebook. Not only do your Millennials have accounts, but they’re spending a lot of time on the platform as well.

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