Facebook and Snapchat drop in popularity compared to Instagram
The average time spent by users on Facebook has dropped while Instagram engagement is on the rise. According to eMarketer, the daily time spent on Facebook in 2019 remains unchanged to its drop to 3 minutes in 2018, and is set to reach a new low of 2 minutes by 2020. Simultaneously, Snapchat engagement remains steady compared to its fall last year due to the app’s perceived redesign failure, along with competition from Instagram.
Facebook engagement in gradual decline
Users’ average time spent on Facebook is also trending downwards, while Instagram continues to rise. As Facebook owns both platforms, this only underlies that people are spending less time on original social network, which could lead to a revision of their social strategy. And after dropping from 41 minutes per day in 2017 to 38 minutes per day in 2018, the average amount of time being spent on Facebook has now flattened. [su_quote cite=”Debra Aho Williamson, eMarketer Principal Analyst”]“Facebook’s continued loss of younger adult users, along with its focus on downranking clickbait posts and videos in favor of those that create ‘time well spent’, resulted in less time spent on the platform in 2018 than we had previously expected. Less time spent on Facebook translates into fewer chances for marketers to reach the network’s users.”[/su_quote] However, with new updates expected soon from Facebook, the social media platform may be able to halt the decline in engagement.
Instagram Engagement Continues to Grow
Instagram’s growth is cited as one of the biggest reasons why users are not increasing their time spent using Snapchat. Similar to Snapchat, Instagram introduced their own ‘stories’ feature back in 2016, along with more ways to share privately on the platform. However, it’s not all bad news for Snapchat, as the amount of time spent by adult users on the app is expected to remain steady at 26 minutes a day through 2021. Instagram engagement on the other is expected to rise to 27 minutes per day this year among adults in the US. This number is expected to increase by one minute by 2021. Features like Stories, influencer content and videos are all contributing to more engagement and time spent on Instagram.