Every few months there seems to be a new post or article regarding how much Facebook is slipping in one demographic or another. The cries that millennials, Gen X and Gen Yers were abandoning the platform for something new have scared many artists and bands from using it, or made them reluctant to give the platform their all when it comes to marketing. Let’s put all those rumors to rest. Facebook has now reached 2 billion users, and continues to change and evolve to keep it viable beyond what anyone has ever predicted.
Just having users is one thing, but the real test is in how active they are. With Facebook, people are actually using it more than ever. In fact, 66 percent of Facebook’s monthly users return each day now compared to 55 percent when it hit 1 billion. You keep hearing that it’s not cool for teenagers anymore, but it’s not showing in the data, as they’re using it as much as anyone else.
Where’s the growth coming from? It’s mostly being fueled by the developing countries, as the company has optimized its app for cheap Android smartphones and low-bandwidth connections. As a result, it’s added 746 million users in Asia, but only 41 million in the U.S. and Canada.
Most other social networks are growing at least a little as well. YouTube is at 1.5 billion, WeChat at 889 million, and Snapchat’s at an estimated 255 million. Only Twitter at 328 million seems to have plateaued. Not only that, some of Facebook’s other apps have more than 1 billion users as well, including WhatsApp and Facebook Messenger, with 1.2 billion each, and Instagram might reach that point soon as it just passed 700 million.
The point is, you can’t ignore Facebook when it comes to marketing and promotion. Your fans are there and it looks like they’ll be there for some time to come (which you can’t say for many other networks).