Social Media fell behind Search in 2017: Social Fatigue?
I think most people have noticed that social media, particularly Facebook, has experienced recent declines. I know in my own account, I have seen people complaining about how there are just too many ads and that it is just getting in the way of reading content from friends and family. We’ve all experienced it.
Shareaholic’s findings are based on traffic to more than 250,000 mobile and desktop sites that have opted-in to the content marketing platform’s publishing tools. The company says it analyzed a variety of traffic sources — direct traffic, social referrals, organic search and paid search — for websites that ranged in size from a thousand monthly unique visitors to one million, and spread across a broad selection of website categories (food, tech, fashion and beauty, marketing, sports, general news, and more).
Google was the top overall traffic referrer for the year, and owned a 36.82 percent share of visits during the second half of 2017. While Google’s share of visits was up more than seven percentage points between the second half of 2016 and the second half of 2017, Facebook’s dropped 12.7 percent during the same time frame.
Though some have linked this data demonstrating Google’s gains to big news events such as the Las Vegas massacre and Hurricane Harvey, others also attribute Facebook’s decline to no longer passing the ‘coolness’ litmus test. Recode explains:
The reality: The number of U.S. Facebook users in the 12- to 17-year-old demographic declined by 9.9 percent in 2017, eMarketer found, or about 1.4 million total users. That’s almost three times the decline expected. There were roughly 12.1 million U.S. Facebook users in the 12- to 17-year-old demographic by the end of the year.
There are likely multiple reasons for the decline. Facebook has been losing its “cool” factor for years, and young people have more options than ever for staying in touch with friends and family. Facebook also serves as a digital record keeper — but many young people don’t seem to care about saving their life online, at least not publicly. That explains why Snapchat and Instagram, which offer features for sharing photos and videos that disappear, are growing in popularity among this demographic.