Is Facebook really making a comeback among Gen Z?
That's what Meta is claiming recently, as they put a renewed focus on Facebook with younger people. Numbers-wise, Meta is claiming 40M young adults ages 19-28 are now using the app. For context, Snapchat has 100M daily active users and TikTok has 170M. So, that number isn't exactly super impressive.
However, what IS interesting are the ways in which Facebook is gaining relevance with that younger Gen Z crowd (again, according to Meta).
First, Meta claims Marketplace is increasingly a place where young people are finding deals and items to purchase. That's fair--my son is browsing Marketplace to look for cheaper items for his car and room. I could buy that one.
Second, Reels. Facebook says that “Reels is gaining traction as a medium to explore interests.” Hmm....not so sure about that one. But maybe Gen Z is using the same behaviors they're using on Insta. It's possible.
Third, Facebook Groups. To me, this is the one area where Facebook does have an advantage over other social platforms. People are spending more time in Groups, and it would make sense that Gen Z is possibly doing the same.
Finally, the big surprise: Facebook Dating! Wait, what’s Facebook Dating, you ask? It was quietly launched in 2019 but apparently it’s making matches and picking up steam in the US. Meta says: “Facebook Dating is continuing to see steady and strong daily active user growth, and is up +20% year-over-year with young adults in the United States and Canada.”
So, is a Facebook comeback amongst Gen Z really possible?
-Arik
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Step one: Conduct a social media audit. Discover what’s holding you back and hidden insights that can super-charge your social media marketing efforts. Over the last few years, I've conducted more than 20 social media audits for midsized and large organizations that have helped propel these brands forward.
Step two: Develop a data-driven strategy. Powered by your audit, I’ll help you create a strategy built on data, insights and best practices. I’ve been 100% focused on social for the past 15 years and I'll bring my 25+ year track record of excellence to your table when developing these strategies.
Step three: Create content designed to drive results. I’ll help you brainstorm and develop content that generates impressions, engagement, traffic and leads. My social-first approach will allow me to create content for your brand that will deliver.
Sound like a process that would be helpful? Contact me at arik@arikhanson.com to set up a quick meeting today!
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* Securian is looking for a B2B marketing strategist.
* Evereve is looking for a social media content producer.
* Bio-Techne is seeking an content strategist.
* SPS Commerce is looking for an internal communications and events leader.
* Northmarq is looking for a senior communications specialist.
* Sigma Beauty is looking for a live content creator.
* Hennepin Arts is seeking a senior marketing communications manager.
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Here's the good news I'm hearing around the Minneapolis/St. Paul area this week:
* Congrats to former student and Tommie, Hayley Kraft, for accepting a position as marketing specialist with MHC.
* Social Media Breakfast will be hosting "Behind the Campaign: Bring Ya A**" on July 19. Sign up here--it'll sell out fast!
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We Put 4 AI Tools Through a PR Task Test. Here's What Came out on Top.
TLDR: No one tool did it all well. In fact, Microsoft's Copilot was only the clear winner in one of the tests--and dead last in another!
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Hanson & Hunt Podcast: Surgeon General Makes Big Move
Big move by the U.S. Surgeon General last week in his NYT op-ed calling for warning labels to be added to social media platforms.
And I'm shoulder-to-shoulder with him--100%.
Here's why:
* We know our kids are facing a HUGE mental health crisis. In the Times op-ed the Surgeon General states: “Adolescents who spend more than three hours a day on social media face double the risk of anxiety and depression symptoms, and the average daily use in this age group, as of the summer of 2023, was 4.8 hours. Additionally, nearly half of adolescents say social media makes them feel worse about their bodies.” Pretty damning evidence. And for those of us who are parents of middle-school kids to college-aged kids, we see this every day.
* The Surgeon General says this strategy of placing warning labels on harmful items has worked with tobacco in the past. But, more importantly, we shouldn't stop there. Schools can play a role by ensuring the classroom is a phone-free zone–I can’t believe this hasn’t happened already, but this would be a huge improvement and I hope it happens in the next 12 months. Not giving kids access to social media until after middle school–another great idea, and one I really wish we would have adopted as parents.
* We (parents of high school and early college-aged kids) were the first generation of parents to deal with phones and social media. And, I'll just speak for us, we made all the mistakes. We probably gave our kids access to phones too early (4th/5th grade if I remember right). We definitely gave them access to social too early (prob 5th/6th grade). We did monitor phones, but as they both entered late middle school that got tougher. But, I’ve seen first-hand what the phones can do. Sure, they can be used for connection and other good things. But from where I sit the harmful effects far outweigh those positives in my mind. The anxiety issues aren't 100% coming from phones and social media, but I do think they're a huge contributor.
I'm actually starting to think about ways I can help in this area as it's a big area of concern and passion for me. Because kids need our help right now. I've thought about volunteering with Bolder Options, an organization with a mission I can 100% get behind. I'm thinking about how I can help with social media education with kids--an area woefully in need of a super-boost. It's been on my mind a lot lately, and Kevin Hunt and I talked about it on our 190th episode of the Hanson & Hunt Podcast last week.
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How to use Instagram Broadcast Channels to Support Creator Partnerships
Some really interesting use cases here for those with relationships with creators--definitely worth exploring.
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Marketers are Feeling Overwhelmed by all the Channels they have to Manage
In my 2024 social media trends prezo that I've given now almost 10 times to organizations, clients and prospects, the first trend I talk about is how more companies will focus on channel prioritization in the year ahead.
New data from a recent study commissioned by Quad and produced by Harvard Business Review Analytic Services is confirming that assumption.
The survey found 53% of marketers said they either strongly agree or somewhat agree to feeling overwhelmed by the number of channels they need to manage as part of the media mix (just 16% strongly disagreed or somewhat disagreed).
What's more, 59% of marketers said they either strongly agree or somewhat agree that the need to have specialists knowledgeable about each marketing channel is creating complexity (again, just 17% either strongly disagreed or somewhat disagreed).
There is a relatively easy solve for most marketing teams here: Take a long, hard look at your existing social and digital channels (maybe even do a social and digital marketing audit--drop me a note if I can help with that!) and figure out which channels are performing--and which are not. And cut or pause those that are not.
Many brands have already done this with Twitter. But, I wouldn't stop with one channel--especially if you're a tightly resourced team.
Long gone are the days where you need to be on every social media platform. The new norms for success in social media marketing are: quality over quantity, focused effort, and hyper-targeting and personalization.
And none of that can happen if your one-person social media team has 5-6 social channels to manage.
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The Evolution of Emotional Support Water Bottles
This would resonate deeply with my 16-yo daughter. I think she has about 19 water bottles (now on Stanley).
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