A St. Louis, Missouri brand agency says that Facebook is losing favor with young people who increasingly prefer other social media sites like Instagram and Snapchat.
The survey of people aged 18-38 from brand building agency Moosylvania released Thursday showed that there have been significant changes in how millennials are interacting with their favorite sites.
“The big news is the change on Facebook – down from 52% to 40% with younger millennials (17-27) and from 48% to 33% (28-38) with older millennials. However, even with this drop, they retain the largest share of reach and can’t be overlooked,” said Moosylvania CEO Norty Cohen.
According to a press release from the company, Instagram remains popular among a third of younger millennials and picked up in popularity with the older half of millennials. Snapchat enjoyed a similar boost in brand popularity.
Like Facebook, the social messaging service Twitter also saw a dramatic loss in popularity from 2017 to 2018, especially among the youngest people in the survey.
For half a decade, Moosylvania has been conducting surveys of millennial interests and trends. Cohen published a book based on the findings called The Participation Game, in which he focuses on how millennials aren’t really consuming advertising, but rather they’re participating in brands.
Moosylvania is an integrated marketing agency based in St. Louis, MO. The 40 person agency provides consumer clients with digital, brand and experiential services.