A study shows that American youth are abandoning the social network Facebook. The proportion of users aged 13-17 has fallen from 71% in 2015 to 32% in 2022.
YouTube and TikTok are the most used entertainment platforms by American teens in 2022 (excluding video games), while Facebook’s popularity among young adults has declined in a few years, according to a study by the Pew Research Center published Wednesday, August 10.
The think tank found that the proportion of Americans aged 13-17 who visit Facebook fell from 71% in 2015 to 32% in 2022.
Fierce competition from TikTok
For its part, TikTok is used “sometimes” by 67% of US teens, and “almost always” by 16%. In the UK, the Chinese social network is one of the favorite ways for young British people to follow the news.
The mobile application of the Chinese group ByteDance was launched internationally only in 2017, but the short and cute videos, categorized according to everyone’s tastes by powerful algorithms, are experiencing huge success, amplified by restrictions.
The platform competes fiercely with the networks, who have had to adapt not to give up too much ground.
Its video format has been transcribed by Meta (the parent company of Facebook and Instagram, in particular) and YouTube (Google), with “Reels” and “Shorts”, respectively.
First loss for Facebook users
However, YouTube won the prize: 95% of American teens say they use it. Instagram, for its part, has advanced from 52 to 62% of users aged 13-17 (since 2015), and Snapchat is hot in its wake with 59% of them, compared to 41% seven years ago.
“People have a lot of options to pass the time. And apps like TikTok are growing very fast,” Mark Zuckerberg, the head of Meta, said last February.
The social networking giant has just delivered unpleasant results, having lost users for the first time on its historic platform, Facebook.
Algorithms, their core business
For its part, TikTok believes that they do not play on the same playing field. “We are an entertainment platform,” Blake Chandley, Senior Director of Apps, said in an interview with the series. CNBC in juan.
“Facebook is a social platform,” added the leader, who spent 12 years at Facebook. “Their primary work is their algorithms based on social relationships.”
Instagram recently got into controversy, when celebrities Kim Kardashian and Kylie Jenner called on her to “go back to Instagram” and “stop trying to be TikTok,” a message that was widely applauded and passed on by users.
Critics are particularly critical of the platform because it focused too much on videos and content from creators recommended by the algorithm, even if they weren’t part of the accounts that users follow.
“Food trailblazer. Passionate troublemaker. Coffee fanatic. General analyst. Certified creator. Lifelong music expert. Alcohol specialist.”