Could what was once considered an unstoppable force now be nearing the end of its reign?
That is what marketers are beginning to question as a new study shows that teens are growing tired of Facebook. But the simple trend of teens deactivating their accounts in favor of Instagram, Twitter and other social networks has the potential to trigger unimaginable effects on retail, fashion, gaming, and other youth-oriented industries. The research shows that teens are also growing tired of YouTube, the Google-owned, video sharing behemoth.
While Facebook and YouTube are still considered the most important social media destination for teens, their popularity among this fickle demographic has fallen precipitously in a year’s time, according to Piper Jaffray. A possible reason for teens’ sudden disinterest in these media giant’s is because parents have hopped the trend and made it uncool in the way that only parents can.
Teens make up an $819 billion consumer segment, and whether positive or negative, social media chatter about brands has an increasingly large influence on their purchasing habits. A little over half of all teens polled for the study said social media affects their overall purchasing decisions, with 53 percent for teen girls and 52 percent for teen boys, a trend that has gained strength in recent quarters.
Keeping up with taste-shifting teens and their social networking habits could make or break a sales quarter for teen-targeting marketers. Abercrombie & Fitch and Best Buy made teens’ top 10 roundup of favorite e-commerce sites a year ago but this year didn’t make the list. This has translated into the offline world too.
These findings mean that youth-brands need to increase their presence on the cool and relevant social channels at any time, which is increasingly becoming a vital part of digital marketing. Snapchat, Twitter, Vine, and 4chan are currently the top teen choice, according to Piper Jaffray. Let’s see how long they reign.