“Facebook was just a thing all our parents seemed to have”
This is a quote from a 13 year old girl, Ruby Karp, living in New York City. I stumbled across her option article in The Age about a month ago and thought it was a great insight into the future generation and how they view social media, particularly the shit away from Facebook.
In this option piece Ruby explains that Facebook is losing popularity amongst the next generation of teens as they have other social networks available to them where they can avoid their parents and unwanted advertising.
View the article here.
What teenager wants to be sharing information and photos of their weekend with their parents?
Facebook is becoming the ‘old’ social media and the next generation doesn’t want to be associated with the current Facebook community, they want their own space.
They want to control and share content without worrying about their parents seeing it.
Facebook is beginning to lose this next generation and it will be a quick transition one the majority switch to something else, as teens are followers and once people start using a another social media others will quickly follow suit.
At the end of the day there’s no point in having Facebook if none of your friends do.
So what does this mean for the future of digital marketing?
Well in my opinion it creates another barrier to connecting with one of the hardest demographics to target, teenagers.
– They don’t want to listen to anyone
– They do the opposite of what they are told
– Their tends change rapidly
– They actively avoid annoying messages
– They are extremely competent with technology
– AND now they aren’t even using mainstream social media anymore, so they have to be targeted in niche social media websites
While teenagers are one of the most profitable and sort after demographics for many brands, finding them and appealing to their interests via advertising is extremely difficult, and is only going to get harder in the future.
Many think social media, particularly Facebook, holds the key to connecting with this younger demographic. However it will become far more complicated once teenagers more away from traditional social media and begin to actively avoid and ignore digital marketing through their own online social networks.
This calls for far more creative and innovative digital marketing in the future.