With teenagers leaving Facebook for Snapchat, Instagram and YouTube should content owners do the same?
Pew Research this week reported that 51% of teens 13-17 say they use Facebook, a significant decline from the 71% who said they used it in 2015. Pew found that 85% of teens say they use YouTube, 72% use Facebook-owned Instagram and 41% say they use Snapchat. Snapchat is used most often by teens (35%, followed by YouTube (32%), Instagram (15%) and Facebook (10%).
The report really underscores just how complex it can be trying to reach Gen Edge on social media. They prefer a combination of platforms, not just one, and it certainly isn’t the one their older siblings, parents and grandparents use.
So, as a content owner do you post on Facebook? Or, on Snapchat? On YouTube? Or, Twitter? The answer remains: All of them… for now.
Let’s face it, the content industry has been searching for that single outlet it hoped would reach the majority of online audiences for years.
The reality is that to be successful, they need to develop a strategy that addresses and leverages that fragmentation to their benefit. To do that, creators and distributors need to be able to take data from the performance of their content on various platforms and transform that data into insights that can help them focus on how much and what kind of content each platform should be getting.
It’s a high stakes game that requires a great deal of flexibility, something the traditional content industry hasn’t always been able to do, but one that the streaming industry understands and – with the right tools – can do.