Social media usage is rapidly increasing around the world, with billions of active users engaging on platforms like Facebook. Globally, there are 4.5 billion internet users, excluding China, where access to certain platforms is restricted.
This means that two out of three internet users across the globe utilize Facebook at least once a month. However, behind the seemingly unstoppable growth of the popular social network lies a different story.
Only between late 2021 and late 2023, Facebook lost 19 million users in Europe and has recently stopped growing in North America as well.
In mature markets, the social network founded over twenty years ago by Mark Zuckerberg has reached saturation, while its growth continues in other parts of the world at a slower pace. The decline of Facebook in the West would not be a significant issue if it were offset by a simultaneous growth of Instagram, which in recent years has become the most important social platform in the Meta family, at least in Europe and the United States.
The Aging User Base of Social Platforms
Instagram also faces challenges related to the demographic distribution of its users. Users aged 25-34 are set to outnumber those aged 18-24, indicating a demographic shift that has already occurred in Western markets, including Italy.
The populations of both Facebook and Instagram are rapidly aging. Moreover, users on these platforms are posting less content, posing potential risks such as decreased user activity, less time spent on the platform, reduced data for advertising targeting, and fewer ads displayed.
The decline in content sharing can be attributed to the collapse of social contexts on these platforms, which have led users to adopt a monodimensional and less spontaneous persona while posting content. This phenomenon has resulted in a gradual decrease in private content shared on social networks.
The Rise of TikTok as a Social Media Platform
Amidst these challenges, TikTok has emerged as a successful platform by capitalizing on the evolving nature of social media. TikTok's entertainment-focused model has resonated with users by offering a consumption experience rather than a platform for personal connections.
This approach has enabled TikTok to surpass two billion users and maintain higher user engagement compared to competitors like Instagram. TikTok's emphasis on algorithm-driven content and professional creators has set it apart from traditional social networks, leading to its sustained growth.
This shift towards content consumption over personal sharing has influenced the strategies of other platforms, with Facebook and Instagram adopting elements from TikTok to retain and attract users, particularly in the younger demographic. The preference for intimate digital spaces, where users can engage with close friends and share experiences without the pressure of public scrutiny, reflects a broader trend towards privacy and authenticity in online interactions.
In conclusion, the landscape of social media is undergoing a transformation, with a growing divide between traditional platforms emphasizing user-generated content and emerging spaces catering to more private and authentic connections. This evolution signals a shift towards a more spontaneous and liberated online environment, offering users the freedom to express themselves in nuanced and genuine ways.
