If you read the results from the latest Piper Jaffray teen survey, you may believe that teens have completely abandoned Facebook for Instagram, Twitter and Snapchat. According to the survey, only 45 percent admitted using the service–down from 72 percent in April. That’s a BIG drop. And the data seems to conflict with other data. According to Business Insider’s research, Facebook remains the number one social network with teens–and they are actually using it more. This guy’s 10th grade sister uses Facebook a lot but hates it.
I’ve been thinking about reaching teens for our teen dating violence prevention campaign, That’s Not Cool. Like any social marketer trying to reach this audience, we need to be strategic about where to put our efforts. It definitely feels like Facebook as a brand that teens once loved (especially when they decided they hated MySpace) is on the decline. The difference between the MySpace plunge and what’s happening with Facebook is that apparently teens are still spending time on the service whereas they left MySpace a virtual profile graveyard. They’re still on Facebook–they just don’t want to admit it.
So if you are wanting to reach teens in a space they still consider “cool,” you should probably be working at building a following on Instagram, which, ironically, is owned by Facebook. If you are wanting to reach teens with video–it’s all about having a YouTube strategy since they can name more YouTube stars than mainstream celebrities and watch more there than on cable TV. And, if you want to reach teen girls, follow Dove’s example and head over to Snapchat.