Instagram, Snapchap gaining ground on Facebook

23 August, 2017, 01:04 | Author: Marjorie Miles
  • Image EMARKETER

Facebook's user growth is expected to slow this year among teens and young adults in the USA -two demographic groups that are highly coveted by marketers.

Instagram will, of course, have more United States users than Snapchat, but the image messaging app will beat Instagram, and its parent Facebook, among users in the 12 to 17 and 18 to 24 age groups.

The disappearing-message app which went public earlier in the year has also overtaken Facebook with regards to users aged between 13 and 24 years based on a metric employed by advertisers when allocating advertising budgets.

Facebook, with an estimated 32.5 million users this year, remains the most popular social network in the UK.

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EMarketer predicts 14.5 million people ages 12 to 17 will use Facebook in 2017, a decline of 3.4% from the previous year, as they migrate to Snap's Snapchat and Facebook's Instagram.

eMarketer has increased its projections for Snapchat usage which is now expected to grow 25.8 percent to 79.2 million monthly users. However, taken together, these data suggest that Facebook's repeated copying of Snapchat features - such as selfie masks and 24-hour "stories" - has not had a significant impact on young users' loyalty. Of that increase, users under age 12 represent 19 percent of the platform's growth, and users ages 12 to 17 will constitute 8.8 percent.

"Both platforms have found success with this demographic since they are more aligned with how they communicate - using visual content", Orozco said in an eMarketer blog post. In a report, the firm points to "Facebook-nevers", analyst Oscar Orozco's term for "children aging into the tween demographic who appear to be overlooking Facebook altogether". The silver lining, of course, is that teens are flocking to Instagram, which Facebook also owns.

Even though Instagram will have more US users than Snapchat, the younger social network will beat Instagram for users ages 12 to 17 and 18 to 24. According to the study, Instagram usage will increase by 23.8 percent in 2017, a higher rate than an previously anticipated.

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Facebook and Snap, the group behind Snapchat, both declined to comment on the figures.

"Facebook is still the big victor in social media", said Bill Fisher, UK senior analyst at eMarketer.

While a slowdown among a coveted, hard-to-please teen userbase is bad news, the flipside for Facebook is that they're turning to Instagram, which Facebook owns.

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