The 15 Million Facebook User Loss: Why Marketers Aren’t Worried – The Buyer’s Journey 15

A new report by Edison Research shows that over the last two years Facebook has lost 15 million users. Frankly, marketers aren’t worried.

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Amy Gesenhues reports on Marketing Land that Facebook has lost 15 million users over the last two years according to a new report by Edison Research. The report surveyed 1,500 U.S. citizens ages 12 and older. Within a span of two years, Facebook usage overall dropped from 67% to 61%. In addition, the 18-34 year old age demographic had a drop from 82 million users to 65 million users.

15 million seems like a whole lot of people! But it also doesn’t take into consideration that Facebook has 1.5 billion daily active users, either. Being able to reach that many individuals on one social platform alone is unparalleled. One must also consider the entire Facebook family: Facebook, Instagram, and Whatsapp. Gesenhues also points out that Instagram’s usage numbers actually rose from 34% in 2017 to 39%. And if you’re running an ad on Facebook, it’s likely you’re also running that add on Instagram (Facebook Ad Manager makes that a seamless process).

2+2=4 – Why Marketers Aren’t Worried

Marketers have no worries about these small drops in users for a lot of reasons. First, the daily active users statistic is incredible. Second, this drop in users isn’t hurting ad spend or impressions on the platform. As Gensenhues writes in her piece, “Facebook’s most recent earnings report isn’t showing any major impact from a drop in usage with ad revenue climbing to $16.6 billion during the fourth quarter of 2018. In fact, the company reported the average price of an ad decreased 2 percent, while ad impressions were up 34 percent.” So, no only are ads getting slightly cheaper to run, but they’re getting 34% more impressions than before. Third, a loss of 15 million users isn’t really that many, especially if you consider that a non-zero percent of those users could’ve been bot accounts. Fourth, Instagram is widely growing and it’s user rates continue to increase. Will Instagram ever be as popular as Facebook? Maybe not, but it’s still a powerhouse in it’s own right.

Check out our next episode where we’ll discuss a news article covering the Advocacy stage of The Buyer’s Journey.

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Matt McGrorty

Videographer / Podcaster

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