Recently, Facebook announced a drop in teen users on its site, in particular in terms of checking the site on a daily basis. This raises two key questions. First, what does this mean for marketers using facebook? Does it change their strategy when trying to reach teen customer segments? And second, where are the teen users going?
To answer the first, several prominent marketers have come out in an article on adage to say that it won't really have any real impact on their facebook marketing strategies in the short to medium term since facebook still has a proportionately high number of teen users compared to other social media sites. According to the article, Paypal's head of social media, for example, said that it would have no impact on their facebook media strategy because there are simply no other real options out there. In other words, facebook still has a bigger group of teen users than anyone else and also provides an easy way for companies to advertise.
What this means though is that marketers will need to start looking at where else teens are going on social media, i.e. snapchat and instagram, as well as other new mediums that are/will emerge. Being at the forefront of advertising (or learning how to advertise) on these mediums will clearly become increasingly important for companies going after a teen customer base.
I would imagine that we can expect to see companies such as snapchat introduce more advertising options (like instagram recently has). This also means that snapchat will become an increasingly higher target for acquisition as companies like facebook and twitter fight to stay relevant with teens.
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