Social media has always been fast-moving, but nowhere is this more obvious than among teenagers. New platforms rise quickly, while once-dominant players fade into the background. A recent Pew Research Center survey of American teens reveals just how much the landscape has changed —especially for Facebook.
Teen Trends: Facebook in Freefall
Back in 2015, Facebook was the go-to platform for teenagers. A massive 71% of U.S. teens reported using it. But in just seven years, that number has dropped to a surprising 32% — less than half.
Why the decline? Teens increasingly view Facebook as a platform for older generations. It's no longer the place to discover trends, connect with friends, or share the latest meme.
The New Favourites: YouTube, TikTok & Instagram
While Facebook has lost ground, other platforms have surged. Here's how usage breaks down:
- YouTube remains the undisputed leader in teen social media. Nearly all teens use it, and many say it's their top platform.
- TikTok has seen explosive growth since its launch. Its short-form video format and trend-driven content make it hugely appealing.
- Instagram, owned by Meta (Facebook's parent company), is still strong among teens and continues to grow.
- Snapchat remains popular for quick, direct communication and private sharing.
Interestingly, the Pew study found 35% of teens use at least one of these platforms almost constantly.
Device Access and Online Habits
Teen access to technology is near-universal:
- 95% own or have access to a smartphone
- 90% use a desktop or laptop computer
- Use of gaming consoles is slightly down from previous years
- Nearly 100% of teens go online daily, with many spending hours per day across multiple platforms
This high level of access means that digital habits can change quickly. When teens shift to new platforms, they bring their peers with them — and brands have to play catch-up.
What This Means for Marketers
If your business targets younger audiences, the data is clear: Facebook is no longer where the teens are. Instead:
- Focus on video-first platforms like YouTube and TikTok.
- Create visual, trend-aware content suited to short attention spans.
- Understand that constant connectivity means your content needs to be timely and relevant.
Teen habits also hint at broader shifts in digital culture. As this generation grows up, their preferences could shape the future of online marketing.
The Bigger Picture
The social media landscape is always evolving, but teen behaviour is often a glimpse into what's next. Platforms that can keep their interest — through creativity, speed, and authenticity — will thrive. Facebook may still be popular with older audiences, but for Gen Z, it's already becoming yesterday's news.
