Facebook for Millennials: Is it worth it?

By Amy Alfaro


It’s been common in the last few years to read about millennials and college students ditching Facebook. So your brand should too, right? Not so fast. Before you make a rash decision, let’s take a step back and think about Facebook in its totality. Of course things are changing, after all it wouldn’t be the exciting world of social media if users weren’t coming and going, but it’s not useless. Facebook still has a lot of benefits that you just can’t get on other social media platforms quite yet including a robust advertising tool and extensive reporting.

Even with millennials flocking to social media platforms like Snapchat and Instagram, 21.5% of Facebook’s users are 18 – 24, meaning approximately 298 million millennials are on Facebook. To give some context, that’s nearly the same as the total user base for Twitter, Pinterest and Snapchat!

Although, changes in Facebook’s algorithm have changed the way that brands can interact with fans. In Facebook’s attempt to make the newsfeed more organic for its users, less branded content is being placed in a person’s newsfeed, making it increasingly difficult to get your brand in front of the customer. But before you stop posting completely, seize this opportunity to think of Facebook as less of a social media platform and more of an advertising platform. After all, Facebook is still king when it comes to sheer size, so why not use that to your advantage? With the data that Facebook has collected over the years, you can target by zip code, interests and much more. Plus, it’s one of the few social media platforms that offers extensive reporting, so you can report back to your team exactly who your Facebook fan is and how your promotion performed.

This isn’t to say you shouldn’t be getting yourself acquainted with other platforms. There are huge benefits of interacting on Instagram, Twitter, Pinterest and more. For instance, right now Instagram engagement per user is higher than all other social media platforms by a landslide (4.21% engagement per follower compared to 0.07% on Facebook), so this is a great opportunity to grow your brand’s presence and have authentic interactions with customers.

But like every marketing decision, your presence on a new platform depends on your brand’s goals first and foremost. Every platform offers different pros and cons which is why it’s good to have a holistic approach as long as it makes sense for your brand and you have the bandwidth to support. If you are interested in getting an opinion on which social media platforms are right for your brand, contact us here.

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