Facebook has been one of the most popular social networks worldwide for a long time. Recently, however, Facebook usage trends have been eroding and declining. However, most of the younger generation has recently left this social network. Experts believe that such data shows that Facebook is at the final stage of its popularity (Gonchar). The main reasons for the end of Facebook’s popularity are the network’s inability to compete with new networks and the overly formal representation of personal data.
Facebook was initially created as a youth platform. In the early stages of the network, a high level of providing personal information was satisfactory. However, later, the communication style of young people changed significantly; there were trends for anonymity and other features provided by other social networks. In other words, Facebook needed to respond more flexibly to changes and meet the needs of young people. In turn, the simple interface and persistence of Facebook attracted the attention of adults. Such changes also had a negative impact on the number of young people, as constant control by adults limits adolescents’ freedom of expression (Gonchar). Therefore, young people’s decision to favour other, more convenient social networks is entirely justified.
Another reason for the loss of positions by Facebook is the too official representation of information. This manifests in two aspects: the need to constantly renew one’s activity and the fear of being judged by others (since one must speak exclusively from one’s actual name). A recurring theme is a social obligation to be on Facebook. While Facebook allows people to stay connected to their friends, family, and community, it is also considered the origin of a new form of digital homework. Of course, one of the reasons for the success of social networks is their ability to tap into the social instinct of knowledge sharing. But as social networking on Facebook grows, the costs of mutual commitment are beginning to outweigh the benefits of connecting. It is also worth noting how detrimental the lack of anonymity affects the popularity of Facebook. Online communities have recently provided incredibly high freedom of speech through nicknames and privacy (Nix). Unfortunately, this approach is not available to Facebook users. Therefore, most often, feeling limited, young people increasingly prefer other social networks to Facebook.
Social network developers understand and accept the loss of a young audience. The head office of the company takes into account the statistics and decides to focus the functioning of Facebook on more serious and official accounts. This decision is confirmed by the decrease in the development of Facebook ads for teenagers and youth (Nix). On the one hand, in doing so, the company creates a secure network to exchange information that is not to be hidden from anyone. However, such an approach will lead to the maturation of the network’s audience and, as a result, to a significant decrease in popularity.
In conclusion, I would like to say that Facebook is really lost its edge, the edge of popularity among young people. Facebook’s serious approach to privacy and the representation of Facebook’s information needs to meet the needs of today’s youth. However, this approach is a deliberate decision by the company to expand into a more mature demographic. Although Facebook’s popularity has fallen, maintenance of the service and its further development does not have to stop completely. There are opportunities for the company to reach out to the remaining audience and bring in new audiences through adult-targeted marketing.
Works Cited
Gonchar, Michael. Has Facebook Lost Its Edge? The New York Times, Web.
Nix, Naomi. Facebook Reduces Advertising Targeting for Teenagers. Bloomberg, Web.