I read with interest an article on The Sunday Times, Facebook for older folk, Snapchat and Instagram for the young.

In short, it is saying that there seems a trend in the UK that older people are adopting Facebook even as teenagers are ditching it for other platforms like Snapchat, Instagram and WhatsApp, the later 2 being also owned by Facebook.

Obviously such a phenomenon is important for social media advertisers to note, especially if you are targeting the group aged 24 and younger.

Let’s take a look at the Facebook audience in Singapore, which comprises 4 to 4.5 mil active monthly users (hopefully not many people own more than 1 FB account like they carry more than 1 mobile line!).

Presently, the 18-24 age group still constitutes 17% which is sizable while the bulk of 57% is for those aged 25 to 44.

If I am actively carrying out Facebook Marketing in Singapore, I will really watch the user demographics trend closely. If there is a significant shift of the youngsters moving to another social media platform, then there is a need to tailor the ads targeting accordingly.

I have 2 school going teenage daughters and the observation is definitely that they and their school-mates are not quite using Facebook but Instagram and Tumblr, perhaps a bit of Snapchat too.

Personally, I have lots of admiration for Facebook as an advertising platform and a company with huge innovation capabilities. I am certain they will evolve and launch products and services which capture and retain audiences.

As advertisers, we shall then determine which platform works best and produces the best ROI.

Please check out our various digital marketing services available and leave comments below what you observe regarding the trend mentioned above.