We often hear that Facebook is a social network for “old people”, and that is partly true. The latter is now 20 years old and, despite competition from other platforms, it is holding its own rather well. Mark Zuckerberg’s site continues to see its number of users grow over time and it is estimated that the platform has around three billion active users per month.
The Social Network may no longer be as cool as before, young audiences sometimes even seem to shun it, but it remains a strong link in the social network market with a monumental audience, which spends a lot of time there. Particularly thanks to its content recommendations boosted by artificial intelligence.
Obviously, we are far from the simple sharing of messages and photos between friends in the beginning. What matters today for Facebook is that Internet users spend as much time as possible online to consume content and advertising. On this point, competition is tough and data compiled by Exploding Topics shows that from one application to another users are much more engaged. In fact, the audience on TikTok spends much more time online than those on Facebook. Not forgetting YouTube, which currently has the most engaged audience.
With nearly 40% of the world’s population on the social network, the platform is obviously of interest to advertisers. Almost all marketing professionals (93%) publish paid ads there, and 78% also use Instagram to promote their business, products or services.
In 20 years, Facebook has certainly lost its splendor, but not its appeal. By focusing on entertainment and its Meta environment to connect to numerous services, the web giant is far from having said its last word. By building a complete ecosystem around its audience, Mark Zuckerberg’s company can make a difference. To be continued !