Social media has been a key communication channel for as long as digital marketing has been around—but social media use is declining. Most marketers never believed they'd see the day.
After all, teens and young adults have reigned on social media since the advent of Facebook, the inception of Twitter, and the invention of Pinterest, Snapchat, and the rest.
But the day has come.
Social Media Usage Is Down
The findings regarding Americans age 12-34 are crazy when you look at trends over the past two years:
- Facebook usage dropped from 79% in 2017 to 62% in 2019.
- Twitter usage dropped from 36% to 29%.
- Pinterest usage dropped from 36% to 31%.
- LinkedIn usage is down from 23% to 21%.
- The only social network with stable usage is Snapchat, which neither grew nor declined from 2017 to 2019.
- The sole network that's registered growth in use among Americans 12-34 over the last two years is—you guessed it—Instagram. Usage is up just 2 points, from 64% in 2017 to 66% in 2019.
The bottom line: Social media usage is falling among Gen Z and Millennials.