Socialbakers, are teens still active on Facebook?

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Someone over at Socialbakers is going to have to explain this to me very well.

Ben Harper published an article where he shows that content reach grew 29% among teens (13–24).

Content Reach and Active users are two different things altogether. Any website can lose active users and still see the content reach or time spent online grow as long as a segment of its users becomes more active.

Also, the data presented is segmented only by age. Other countries may have seen a sharp decrease or even have seen teens use Facebook more.

This does not mean the conclusion is wrong, I just don’t agree with the way it was reached and feel it is questionable.

What's on your mind?

3 comments to Socialbakers, are teens still active on Facebook?

  1. Bruno,

    I respect your view, certainly. First of all, the sample size is really big, thousands of pages, and a sum of 980 million fans. This represents some of the largest pages on Facebook, and since an average user on Facebook likes a certain amount of pages, if this number would have been decreasing, it would certainly be a problem.

    Can people now interact with more pages than they were able to? A little…
    But: Are we counting unique reach per post?

    Also normalized to one page only, the data shows the same thing.

    We are not saying: This is 100% there, but we are saying its probably not off (+-5 – 15% difference). This also means that they are not decreasing as the media is putting it.

    And given the way that newsfeed works with content, I would say actually the algorithmic impact could and should be negative for the pages over time (pages being seen less), but they are being seen by more unique people in those age groups on every page.

    Jan

    • Hi Jan, and thank you for replying.

      After reading your reply I went to check how Facebook defines “Content Reach”. The good news is that they do make a good case for using this metric:
      “Post reach is the number of unique people who saw your post. Your post counts as reaching someone when it’s shown in News Feed.” (https://www.facebook.com/help/336143376466063).

      A lot of people are trying to ring a death bell for Facebook in the future, so it is important to put them to question as you did.

      But your sample is too broad. One way to make the argument stronger is to add a new level of analysis per market. Because in some countries facebook may indeed be showing signs of age, with people growing tired of using it.

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