Marketers who are finally conquering how to connect with teens on Facebook now face a new challenge. Teens are spending less time on that site. They have moved on – microblogging sites are where you’ll find the teen demographic these days.
Teens have always wanted something that is their own, separate from what their parents are doing. Facebook has become so pervasive across all age groups that teens find they have to constantly check privacy settings and edit posts that might raise some eyebrows. What fun is that?
And maybe Facebook is starting to feel a little dated. There are so many new tools to use for self-expression. For example, Twitter is a draw for teens who want to make a big impact with a few words. It’s also perfect for mobile use – an instant way to announce feelings or the location of the party. Currently 24% of online teens use Twitter though the usage rate for girls (31%) is much higher than for boys (19%). Also, older teens (14 to 17 year-olds) have a 30% usage rate where only 13% of 12–13 year-olds engage with Twitter. The Twitter use rate for Black teens is higher than for other ethnic groups at 39%.
Writing for Upgrade your Life, Becky Worley notes that teens are worried about inappropriate pictures haunting them so they are moving to Snapchat – the tool which allows photos to disappear. Worley also points out that teens are using Tumblr and Pheed in ways that allow them to communicate with others but not in the ‘it’s all about me’ Facebook style. The bottom line is that this group is not spending as much time on Facebook as they used to.
Teens may be growing more cautious about what they post online but they are still accessing other social sites and make a good audience for new products and services. If you’re trying to reach this market, is it time to check out the latest hot social networking sites for your ad campaigns?[Source: Madden, Mary et al. Teens Social Media and Privacy. PewInternet.org. 2013. Web. 24 Jun. 2013; Worley, Bekcy. Where Teens Go Instead of Facebook. News.yahoo.com. 19 Jun. 2013. Web. 24 Jun. 2013]