Do you remember a street interview about the “post-00s” that went viral on Facebook in the early years?
One of the questions received enthusiastic attention and discussion in the online media: “At what age do you think people use Facebook?” The childish student replied with a smile, “My parents only use it.” Some students even casually replied, “It’s only used by old people.”
Although this interview is not a huge data analysis and is just an ordinary interview, online marketing-focused companies should pay more attention to the increasing comparison between young users’ use of Facebook and other media, as it is clearly a warning of a shift in online media.
According to eMarketer, a well-known foreign research institute, the number of users using Facebook has been declining for two years, and the slow decline in the frequency of Facebook use by young people aged 18 to 34 in the United States can reflect the business crisis of the social media site Facebook is gradually losing users, and young users are abandoning Facebook because they feel that Facebook is too dull and “watched” by relatives and elders, and they are a group of people with huge purchasing power.
It’s not uncommon for younger users to switch from Facebook to Instagram and Snapchat. After the launch of Snapchat’s Stories feature, it was a matter of course that it became the most popular feature on the internet, with a variety of laughs and short videos that were very popular with young people, but it was Instagram that took its features to the next level.
After Instagram also launched the Stories feature, it quickly surpassed the usage rate of Snapchat in less than a year, and the user growth was extremely fast, making the latter powerless to fight back. In addition to Instagram’s high reputation, large number of followers, and the global #hashtag, they also have an augmented reality (AR) function. Users can “play ghosts and horses” in the video, such as adding special effects such as animal ears or patterns on their heads, which are very addictive to young users.
Able to closely follow the rapid changes in the online society, Instagram has surged from 800 million users in the world last year to 1 billion users in the world today. After the addition of this feature to Skype, Airbnb, a world-famous homestay rental website, has also launched Stories, where users can shoot their own suite environment and upload short videos into stories to attract travelers, so that users around the world can enjoy the beauty of the property in the story, which shows the importance of Stories on the Internet.
Recently, Instagram has launched a new “IGTV” to compete with the world’s popular “Douyin” and Youtube, hoping to be closer to the lifestyle and tastes of young netizens, so as to continue to attract more users.
All these factors prove that Instagram is more attractive to young users than other media platforms, and online marketing is no longer limited to keywords and search engines, or Facebook page management and advertising, but also companies need to seek breakthroughs and try to integrate into the latest developments of young people in society in order to find more business opportunities.
