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Why Isn’t Facebook (Meta) Getting Likes From Young Users?

By November 4, 2021November 11th, 2021No Comments

2021-11-02_22-31-39

Facebook Meta advertising revenue (YoY growth):
1) 
2015-Q3 – $4.3B
2) 
2016-Q3 – $6.8B (↑ 59%)
3) 2017-Q3 – $10.1B (↑ 49%)
4) 2018-Q3 – $13.5B (↑ 33%)
5) 2019-Q3 – $17.4B (↑ 28%)
6) 2020-Q3 – $21.2B (↑ 22%)
7) 2021-Q3 – $28.3B (↑ 33%)

8A4F.1-2021-Q3A

Facebook Meta advertising revenue per user in the U.S. and Canada (YoY growth):
1) 2015-Q3 – $9.86
2) 
2016-Q3 – $15.08 (↑ 53%)
3) 2017-Q3 – $20.69 (↑ 37%)
4) 2018-Q3 – $27.11 (↑ 31%)
5) 2019-Q3 – $33.86 (↑ 25%)
6) 2020-Q3 – $39.04 (↑ 15%)
7) 2021-Q3 – $50.34 (↑ 29%)

8A4F.1-2021-Q3B

Facebook Meta daily active users in the U.S. & Canada (YoY growth):
1) 2015-Q3 – 167M
2) 
2016-Q3 – 178M (↑ 7%)
3) 2017-Q3 – 185M (↑ 4%)
4) 2018-Q3 – 185M (↑ 0%)
5) 2019-Q3 – 189M (↑ 2%)
6) 2020-Q3 – 196M (↑ 4%)
7) 2021-Q3 – 196M (↑ 0%)

8A4F.1-2021-Q3C

Big news #1: Instagram accounts for 50%+ of Facebook’s Meta’s advertising revenue in 2021.

Big news #2: Facebook Meta has a problem with younger consumers.  Time spent fell 16% YoY amongst 13-17-year-olds!

Big question: What apps are growing their share with teens?

Quick answer: Snap and TikTok.

Interesting: In 2020, Facebook Meta admitted that ≈ 11% of accounts (≈ 350M) are duplicates.  Recent internal research estimated 32% – 56% of new accounts are duplicates.

PSA: Despite various issues, the Facebook Meta machine keeps rolling with a 46% YoY increase in CPMs.

 

More #1: Facebook execs lie a lot – so why believe anything they say?

 

More #2: Inside Instagram’s Failed Campaign to Win Over Critics of Kids’ App

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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