Teens Are Increasingly Ditching Facebook. Here’s How Entrepreneurs Should Respond.

In just three years, the percentage of teens using Facebook dropped 20 percent, reaching 51 percent in 2018. And though Facebook was the most-used online platform for teens in the Pew Research Center’s 2014-2015 survey, it’s now lagging behind. Three other social media platforms now lead the way for individuals ages 13 to 17: YouTube (85 percent), Instagram (72 percent) and Snapchat (69 percent). (It’s worth noting that YouTube wasn’t a response option in the previous survey, and it’s now snagged the top spot.) “That’s your true north,” says Joseph F. Delaney III, founding partner and managing director of Zero Studios, a design agency focused on brand-building. “That’s your guiding light. Everything you do comes through that lens.” With a strong brand, you won’t have to worry as much about the shift in online platform popularity. More of your audience will likely follow you if you switch to or start posting on new platforms, and knowing who you’re trying to reach and why will help you decide which platforms are worth it when it comes to representing your business. “Think really hard about who your audience is when you’re making these decisions,” says Kathleen Booth, vice president of marketing at IMPACT, a specialized digital marketing agency. But entrepreneurs should also consider how they’re using Facebook to spread the word about their product or service.