Despite the Exodus of Teenage Users, Facebook Remains the Optimal Platform for Ad Spend – Adweek

Is Facebook losing its luster? eMarketer seems to think so—at least when considering the platform’s projected decline in the growth of its teenage user base. With Snapchat’s number of adolescent users on the rise, advertisers previously married to Facebook are scrambling to ensure that their marketing dollars are still being allocated to the right platform.

According to the aforementioned report from eMarketer, by 2022, Facebook is estimated to lose 2.2 million adolescent users, while Snapchat is projected to gain 1.2 million.

Out of context, Facebook’s recent public relations struggles and subsequent drop in new youth users raise red flags—but it’s not enough to derail the American sweetheart of social media.
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