It seems like every time I talk to someone about Facebook, they talk about how young people are leaving it for Instagram or Snapchat.
That may be true.
If they go to Instagram, as a marketer, I’m fine with it. We can still market to them on Instagram itself and via the Facebook Ad Manager.
But have the YOUTHS really left Facebook?
So, I thought I’d take a look at the data and find out!
The results might shock some of you…
Is Facebook Only For Old People?
Let’s take a look at how many people are on Facebook and Instagram in the U.S. right now.
The Facebook Audience Insights Data
First off, on Facebook- if we look at the Facebook “Audience Insights” tool, which available to anyone- just get a Facebook ad account and you can use it- we see there are 200-250 million monthly active U.S. Facebook users right now (as of June, 2018).
- If 17% of Facebook users are 18-24, that means 38 million 18-24 year old’s use Facebook monthly.
- Another 58 million young-ish people between 25-34 use Facebook monthly.
- That means that 96 million Americans between the ages 18 and 34 use Facebook monthly right now!
The Facebook Ad Manager Data
We can also get numbers from the Facebook ad manager. It can tell you, when you create an ad set, how many people you can easily target on Facebook or Instagram.
- When I put 18-34 in, Facebook Ad Manager says that there are 90 million 18-34 year old Americans on Facebook. Pretty similar numbers to what I found from the Audience Insights tool.
- When I add in Instagram, we get 100 million Americans, 18-34 years old, on Facebook and/or Instagram.
- When I remove Facebook but keep Instagram, we get 69 million 18-34 year olds on Instagram only.
More interesting is this chart I put together from FB Ad Manager’s data…
Number of American Facebook & Instagram Users By Age:
That last row is what percentage of the total (Facebook + Instagram) is in Facebook. Over 50% would mean that there are more people in this age group on Facebook than Instagram.
In every age group, Facebook has more users than Instagram. Even in the youth segments!
So… millions of teenagers still think Facebook is cool? Or at least, cool enough to use, for whatever reason.
Here’s a more graphic comparison of the number of Facebook and Instagram users by age group in June 2018:
- Even in the 13-17 age group, there are more teens on Facebook than Instagram. That may be changing, but it hasn’t changed yet. There are 12% more 13-17 year olds on Facebook than Instagram.
- And the gap widens as we look at 18-24 year olds. There are 17% more 18-24 year olds on Facebook than Instagram. It widens again for 25-34 year olds. There are 27% more 25-34 year olds on Facebook than Instagram. And so on.
And before you say, “Yeah, they have accounts, but they don’t use them,” the data above is for ACTIVE monthly users…
And read this article about how Facebook ads are still working WAY better than Instagram ads.
The rumors of Facebook’s death amongst youth have been greatly exaggerated.
Young people may be using Instagram and Snapchat more, but there are still a huge number of them on Facebook.
If you market to youth segments, you should market and advertise on all three of these platforms.
The data I can’t find that would be really great to know is: how much time does each age group spend on each social network? It’s easy to find how many people of each age group use a site. Or how much time users of a site spend on that site, but not how much time each age group uses each site.
Brian Carter is a popular business expert and keynote speaker with Fortune 500 clients like NBC, Microsoft and Humana as well as small businesses. He delivers motivational keynotes with practical takeaways with the comedic flair of his stand up comedy background. His agency, The Brian Carter Group, creates marketing that excites customers and increases brand visibility, sales and loyalty. Brian is a bestselling author you’ve probably seen on Bloomberg TV or in Inc, Entrepreneur, The Wall Street Journal or The New York Times. He has over 250,000 online fans and reaches over 3 million people per year.