Facebook Struggle Against 21% Decline in 'Original Sharing'
 |
| Life Hacker |
They've been making efforts to turn this around, but as stated above, personal updates have dipped by 21% across their entire 1.6 billion strong user base. Why is this happening? It's not immediately clear, but it's been theorised that the amount of corporate and promotional content on there has damaged the personal appeal. It doesn't feel like an intimate place to interact with your friends anymore, more like walking through Time Square on a busy Saturday.
This was the fate of MySpace, Bebo and Friendster, they all grew too large and too commercial to maintain that intimacy, and people migrated elsewhere. Facebook is, of course, far bigger and more accomplished than any of those sites even came close to being, but that doesn't mean that they're immune to a similar exodus, if a more gradual, less fatal one.
The thing that keeps Facebook ticking along isn't the amount of sharing, but the amount of time spent on the platform, not doing anything in particular. Monthly active users turn into daily active users at a pretty alarming rate, even if engagement levels might peak and trough. Most of the content that you scroll through nowadays can be found elsewhere, so if someone figures out a way to curate it better, Facebook really will be in trouble, since the only content it can lay a unique claim to is the personal content, ie the stuff people are posting less often.
The platform is so overtly public now that people can't treat it like a private forum between friends anymore, which has fundamentally changed the way they approach it. From a professional point of view, it's only gaining ground, and users don't have to post any of their own content to feed the analytics machine, but the personal touch was a big, fundamental factor in the site's early appeal, and with it fading, figures might start to plateau. Facebook have done a great deal to expand themselves beyond just the main platform, so it's possible that they've always known it might have a maximum life-expectancy. The real question is, if people start finding a new place to share content with their friends, where will it be?
Callum is a film school graduate who is now making a name for himself as a journalist and content writer. His vices include flat whites and 90s hip-hop. Follow him @Songbird_Callum
Contact us on Twitter, on Facebook, or leave your comments below. To find out about social media training or management why not take a look at our website for more info: TheSMFGroup.com
Facebook Struggle Against 21% Decline in 'Original Sharing'
Reviewed by Unknown
on
Friday, April 08, 2016
Rating:
Reviewed by Unknown
on
Friday, April 08, 2016
Rating:
Unknown
Keeping you up to date on social media, digital marketing, apps, news & reviews. Social media, and digital marketing as a whole, are rapidly and constantly changing, adapting to new developments at an ever increasing rate. Just keeping up to date can be a nightmare. Our team of writers know their field, and keep an ear to the ground. We aim to keep you informed of all recent developments in the online world, and teach you a little something along the way. So whether you just want to stay connected, or gain some knowledge for yourself, the Social Songbird will keep on singing! More articles are posted every day so keep checking back! Join the discussion on Twitter - #SocialSongbird Or contact us directly - @SocialSongbird_
Entrepreneur, international speaker on Social Media Marketing. First one in the UK to write and speak in conferences about Twitter as a marketing tool. Consultant to Corporate Companies, Government Organizations, Marketing Managers and Business Owners.
Aspiring novelist with a passion for fantasy and crime thrillers. He hopes to one day drop that 'aspiring' prefix. He started as a writer and soon after he was made Executive Editor and Manager of the team at Social Songbird. A position he held for 5 years.
Adrienne is a passionate writer with experience in editing, content creation, and social media marketing. She’s a lover of animals, helping others improve their writing, and 2000s pop culture.
Musician, audio technician, professional tutor and a Cambridge university English student. Interested in writing, politics and obsessed with reading.
Recently graduated with a BA in English Literature from the University of Exeter, and he is about to study an MA in Journalism at the University of Sheffield. He is an aspiring journalist and novelist; in his free time he enjoys playing chess, listening to music and taking long walks through nature.
Lucy is an undergraduate BSc Politics and International Relations student at the London School of Economics and Political Science.
Anna Coopey is a 4th year UG student in Classics at the University of St Andrews in Scotland. She is a keen writer and researcher on a number of topics, varying from Modern Greek literature to revolutionary theory.
Ellie is a recent BA English Literature graduate and aspiring publisher with a passion for writing. Her favourite pastimes include reading and shopping.