Facebook's individual usage in established markets is gradually declining

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 24, 2019, 2:47 PM UTC

Consumers are moving towards WhatsApp and Instagram.

This piece cites various reports stating that over the last two years’ privacy concerns have gradually driven down the Facebook usage among its subscribers. Despite the growth in the overall user count of the California-based company, individual activity levels have slowly reduced, especially in developed markets.

To align with the usage trends, the company is boosting the utility of private groups and promoting tools like Facebook Stories. While users are moving to Facebook-owned Instagram, Messenger or WhatsApp, the company still makes money through the majority of its revenue comes from its flagship product.

This article adds that the company is expected to push groups and use it a pivotal element to eventually roll out its cryptocurrency, Libra. However, marketers should shift focus from Facebook to other platforms where their audience engagement is growing.

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