Have we reached the top of Facebook?
Last week, Social Network posted the latest annual performance updateThis showed that the platform added a total of 299 million more active users during 2020.
But there was a potentially more meaningful sign in the various data points that could point to the future challenges of Zuckerberg’s social empire.
As Facebook continues to grow and add more active users throughout the year, take a look at the Daily Active User statistics specifically for the US and Canada.
Overall, Facebook added 5 million DAUs in 2019, actually it lost daily assets in the US over the year.
This is despite an epidemic that closes almost all physical events, pushing more people to social apps as entertainment tools, and despite other apps like TikTok enormous user growth. Facebook is now About 70% of the US populationSo with more people looking to stay connected during COVID-19, you would expect to see an increase in Facebook’s daily use.
But it didn’t. And that’s important because North America is Facebook’s oldest market, which could mean it’s an indication of what you can expect in other regions.
As Facebook continues to expand by adding users to emerging markets in general, at some point it will peak and flatten. In the midst of various controversies harming the Facebook brand, this breakeven point may come faster than many would expect.
But is that really important?
I mean, in terms of revenue, Facebook still has the potential to expand – Facebook’s average revenue per user in the fourth quarter in the US market was $ 53, well above other regions.
So you can expect Facebook to continue to make billions of dollars in the foreseeable future, apparently there is no real risk to its business prospects. But the question of North American marketers will increase: ‘Is Facebook the best focus for our campaigns?’
Currently it can be discussed depending on the specifics of your business. However, with the decline in daily active Facebook use, it might be worth considering why this could happen and what this could mean for future usage trends.
See if this sounds familiar – I’m still logging into Facebook these days because it’s where I’m most connected to my family and close friends, and I want to make sure I’m aware of the important announcements of the updates they’re posting. I log in, browse the latest posts in my feed, then go back to Twitter, Instagram or Reddit, where I now spend much more time.
Replace them with your preferred best practices, and I guess you are largely the same – Facebook is not at all close to being as compelling as a platform before, although it is still useful and serves a purpose.
Of course Facebook can deny this. Facebook, for example, could share certain data on average time spent per user periodically in the past. Last provided this statistic Back in 2014reported that users spend 40 minutes a day on the app. Facebook changed that a little bit in 2016, report it “pPeople around the world spend an average of more than 50 minutes a day using Facebook, Instagram and Messenger. “So, it’s not Facebook exclusive. It has not posted an official update on this since then. various third party reports They stated that this statistics is in decline.
For some brands, this indicates that other platforms may produce better results depending on your approach. TikTok, for example, is reportedly now much more interactive use and time spent Than Facebook.
There are several issues with this, but the data seems to show that Facebook may be on the decline. Slowly, steadily. However, it may not be the unrivaled social leader it once was.
Of course Facebook knows this. He wants to dive into other areas such as AR and VR while currently browsing the next phase of digital connectivity and is also a messaging mega network facilitating a growing range of functions in emerging markets.
So lately WhatsApp controversy that shook the company so much – after an update to WhatsApp’s terms, millions of users began switching to alternative messaging platforms, which scared Facebook to the point where it felt the need to run a series of full-page newspaper ads, giving people the trust of their data. it was safe before shelving the scheduled update.
The biggest impact here is that around 10% of WhatsApp 400 million Indian users it will move away from practice as a result. This is not a significant amount in the broader plan, but these small audience segments can affect friends and family; This could undermine Facebook’s plan to dominate the local market by making WhatsApp a critical tool for everyday connectivity – ala WeChat.
If their main applications were still on the rise, this is Zuck and Co. it may not be such a major concern for you. But while WhatsApp’s broader response underscores the damage done to Facebook’s brand as a result of various privacy and moderation debates, it’s not obvious.
So while it’s not a terminal issue right now, it’s important to note Facebook’s straight line in the US market. Facebook has potentially reached its peak and may now be on its way out, especially as young users are looking at other platforms.
It’s not a critical trend yet, but it’s definitely one that will be tracked in future reports and taken into account in your digital marketing approach.