This article tells us that Facebook, despite reports and dramatic claims, is not fading into the distance. It's not being drowned out by the loud noises created by Whatsapp, Instagram and Snapchat - it's just changing.
But changing how?
First, some statistics.
- It's the first social media platform to see a decline in "active usage" among 16-24 year olds - a drop of 0.5%.
- 83 % of adults on-line have a Facebook, but only 47% claim to be "active users".
- YouTube receives more traffic than Facebook, with "85% of on-line adults outside of China regularly visiting the site."
- "Since the start of 2013, sharing photos and messaging friends has fallen by around 20 per cent."
Doesn't sound fantastic - but we can't base everything on a few vague stats. What we must take into consideration is that Facebook is getting more visitors than ever before.
"More people than ever before continue to visit, to the tune of an increase of 90 million each month."
And we mustn't forget that the site is over 10 years old - it's an internet veteran - and a figure of 90 million means it's not going to die any time soon.
They also have the oldest user base than any other social media site - one quarter of its users are over 45. Depending on the audience a brand or business need to target, Facebook could be the perfect channel to spend time (or even money) on.
So perhaps then, Facebook is changing because we have access to an array of instant messaging apps, but we still visit it, like an old friend. Or, as this article likes to put it, we would rather passively engage or "stalk" others on Facebook than share heaps and heaps about our own lives - younger generations have Instagram to do that (everything looks better with a filter) and the 45 and over category are less likely to post about their catch up with their BFFL, maybe?
Facebook is around to stay and it's unique situation in terms of its significant older user base is something that brands can take advantage of depending on their target audience. There's no point wasting time advertising on Snapchat and Instagram if your audience simply don't use it - they are sitting and watching Facebook instead.