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4 REASONS WHY FACEBOOK IS STARTING TO LOSE USERS

By Joe Keeley Published 6 days ago
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Is this the beginning of the end for Facebook? We explore why people are
choosing to stop using the social media platform.



Even if you've never used it, you know about Facebook. It's one of the largest
social media networks in the world, existing in nearly every country. For a long
time, it seemed the site could do no wrong, going from strength to strength.

Now, for the first time in Facebook's history, its daily active users have
declined. In Q3 2021, the site had 1.93 billion daily active users. In Q4 2021,
the figure fell to 1.929 billion.

While nearly every website would rejoice at such figures for a year, let alone a
day, the drop signifies a wider problem for Facebook. Let's explore the reasons
why Facebook is losing users.




1. TIKTOK REIGNS SUPREME

It's no secret that TikTok is a dominating force online. In September 2021,
TikTok claimed it had over one billion users on its platform.

> 

In early 2022, Facebook CEO Mark Zuckerberg acknowledged how large of a
competitor TikTok is to the company. It's why Facebook introduced Reels, in a
bid to capture the short-form video market and diversify from Facebook's
traditional text-heavy, status-driven approach.

Related: The Top 20 Social Media Apps and Sites

"TikTok is so big as a competitor already and also continues to grow at quite a
faster rate off of a very large base," said Zuckerberg. "Even though we're
compounding extremely quickly, we also have a competitor that is compounding at
a pretty quick rate."

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2. YOUNG PEOPLE AREN'T INTERESTED

Young people are flocking to TikTok, but that's not the only platform they're
favoring over Facebook.

Children and teenagers are more likely to connect through games like Fortnite
and Roblox, or platforms like Discord, than they are Facebook.



Facebook is seen as a space for the older generation to catch up with family.
For kids, they prefer the imaginative 3D worlds that video games afford, where
they can chat with their friends and enjoy a fun, shared experience.

This is recognized internally by Facebook. In a report from The Verge,
researchers at Facebook believe that teenage Facebook users will drop 45% in
2022 compared to 2019.

According to a company presentation, "young adults perceive [Facebook] content
as boring, misleading, and negative" and "have a wide range of negative
associations with Facebook including privacy concerns, impact to their
wellbeing, along with low awareness of relevant services."





3. RISING INTERNET PRICES

India is Facebook's largest market, with almost twice the number of users as in
the United States. Though there are plenty of reasons for this, it's perhaps not
coincidental that TikTok is banned in India.

According to David Wehner, CFO of Meta (Facebook's parent company), Facebook's
user growth in India has slowed due to an increase in the country's data prices.

In November 2021, all major India telecoms increased their prepaid tariffs by up
to 25%. Those changes, likely to negatively impact those on lower incomes, mean
that the cost of entry to Facebook in India has never been higher.




4. NO COUNTRIES TO EXPAND INTO

Facebook began life in 2004, when only students of certain US universities could
sign up. Now, Facebook is available in nearly every country, though it's banned
in a few like China and Iran.



Since it's unlikely those bans will ever be lifted, Facebook essentially has
nowhere left to expand geographically. Anyone who wants to sign up to the social
networking site can.

That puts Facebook in the trickier position of targeting new sociodemographic
groups or tempting older users back to the platform.




SHOULD FACEBOOK WORRY ABOUT LOSING USERS?

Meta has its claws across the internet with services like WhatsApp and
Instagram, which helps it diversify its risk. Though Facebook isn't going to
collapse in the short term, the company are no doubt closely evaluating how to
stop Facebook becoming a sinking ship.



3 Reasons Why Meta's Social Media Dominance Should Scare You

Meta and its apps—Facebook, WhatsApp, and Instagram—have over 3.6 billion active
monthly users. Here's why that should concern you.

Read Next
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Related Topics
 * Social Media
 * Facebook

About The Author
Joe Keeley (817 Articles Published)


Joe was born with a keyboard in his hands and immediately started writing about
technology. He has a BA (Hons) in Business and is now a full-time freelance
writer who enjoys making tech simple for everyone.

More From Joe Keeley


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