Why Are Users Leaving Facebook For Instagram?.Every social network is different. What works on Facebook doesn’t necessarily work on Twitter, what is posted on Instagram will not work on LinkedIn and what is shared on Pinterest is not the same as what is posted on any other social network.
Why Are Users Leaving Facebook For Instagram?
From 2017 until now the situation has undergone a change of direction and Facebook has slowed down growth while other networks have been growing, as is the case of Instagram , which has doubled the number of users in this time, according to the report they are preparing annually Hootsuite and We Are Social. According to a 2018 eMarketer report, another network that is growing at a good pace is Snapchat , especially among younger users.
In January 2017, Facebook had 1,871 million users, which had grown to 2,171 a year later, guaranteeing the leading position in the social network created by Mark Zuckerberg. Although it feels more and more closely the breath of YouTube, which already exceeds 1.9 billion users. For its part, Instagram had 500 million users worldwide in January 2017; a year later it was 800 million and at the beginning of this year it reached 1,000 million , which means that it has doubled users in these two years.
Not only is the growth of the largest social network slowing down, but the type of user that uses it is changing. A Pew Research Center report from April of last year (based on surveys of American youths) reveals that 51% of youth ages 13-17 use Facebook.compared to 72% entering Instagram, confirming the change in trend, since data from the Pew Research Center in 2015 indicated that 71% of adolescents in the United States used Facebook while Instagram was a regular network in the 52% of young people. In two years the positions of both social networks were exchanged between the preferences of American adolescents; While Instagram is gaining strength among the younger generations, Facebook has staggeringly slowed its growth and is rising above all among the older ones.
Facebook and Instagram have very different characteristics . The first encourages the sharing of content, enhances virality and gives priority to the text over the photos. It has also seen its reputation damaged in recent months, both by spreading fake news and by the use of user data by Cambridge Analytica ; It is a social network for gossip, comment, that encourages exchange and in which there are people of all ages who, on many occasions, use it to be in contact with acquaintances.
By contrast, Instagram prioritizes images with little text, and allows content to be shared on other social networks or by email. It is designed to look and admire than to comment and it is not so conducive to viral content. It has created a specific type of influencers (the ‘instagramers’), who condense the essence of advertising by selling the image of a way of life. One of the keys to its success is the ‘stories’, content that disappears 24 hours after being uploaded to the network. The stories were actually born on Snapchat, but other apps like Instagram, where half of the users use it, have not hesitated to copy the idea.
According to the report The Infinite Deal 2018 prepared by Edison Research and Triton, which tracks the consumption of digital media in the United States, for the first time there was a decrease in the use of Facebook in the group of younger users, among 12 and 14 years old (it went from 79 to 67%). On the other hand, in people between 35 and 54 years of age, the drop was from 72 to 69% and in the group of over 55 years of use, it remained at 49% of users. Eva Cid is one of those users who has reduced her presence on Facebook and describes the network as impractical: «Between the algorithm that filters people and content until they disappear from your timeline, the avalanche of notifications about things that don’t interest you, the diffusion of recycled material from other social networks,Browsing the social network has become swampy terrain , “he says. Without being the battlefield that Twitter almost always seems, it is true that Facebook is more conducive to bad vibes in the comments, while Instagram transmits more positivity.
Cid, 36, has been on Facebook for 9 years, and although he is tempted every day to leave the network, he explains that he does not “because it is the only way of contact that I have with distant relatives and friends from other countries that only use this social network ». Currently, he only posts links to his work posts on Facebook, although he acknowledges: “I am aware that my low activity has ‘erased’ me from many timelines.”
Facebook has many open fronts: the lack of credibility, the growing negativity, the feeling of manipulation among its users and, now, the fact that young people are stopping using the platform . Zuckerberg is already working on solving many of these details, and perhaps the last point is the one that worries him the least, since the young people who are leaving the even more popular social network are going to others that are also theirs, there is no We must forget that Facebook also owns Instagram, Messenger and Whatsapp . Two years ago, even Facebook took some steps to allow users to go to Instagram, making it easier for brands and business accounts to transfer users to the latter social network.
Nor should we lose sight of the increasing use, especially among young people, of mobile phones to review and interact with social networks, and for this screen Instagram is a much more attractive application . The Common Sense figures in its Social Media report, Social Life, make it clear: in 2012 41% of adolescents had a phone compared to 89% who own one today. Seven years ago 34% of kids used a mobile to enter their social networks and today 70% do. Common Sense also asked what networks they enter and the result is that 41% do it on Snapchat, 22% on Instagram and 15% on Facebook.
Facebook must work hard to close some of the holes that have opened up under their feet. The company has already announced various measures to prevent the spread of false news through filters and greater information transparency, but has not yet said anything about the change in the use that its users make of the network. Perhaps it is a secondary problem for the platform or you do not mind a change to another of your companies, since your intention is to unify the data of your users in the future., although it is not clear that the move will go as he wishes since the European authorities have already shown their opposition. Some experts point out that user flight could be avoided by bringing the interface and functions of Facebook closer to those of Instagram, since the latter is closer to the current tastes of young people. Zuckerberg certainly has a lot to think about.