Facebook usage and posting frequency is a hot topic these days. With other social networks gaining popularity and negative press around Facebook’s practices, some speculate that people, especially younger generations, are moving away from actively posting on the platform. However, the data shows a more nuanced picture of Facebook usage trends and motivations.
The Decline of Organic Sharing
It is true that organic sharing of personal posts has declined on Facebook in recent years. By organic sharing, this means users actively posting status updates, photos, videos, and other content on their own without paid promotion. A 2018 study found a significant decrease in personal updates from users aged 18-29 over the previous four years. Multiple factors likely contributed to this decline:
- Facebook’s news feed algorithm changes decreased visibility of posts from friends and family.
- Younger users shifted more interaction to ephemeral content on Instagram Stories and Snapchat.
- Backlash around Cambridge Analytica and other privacy concerns made users more reluctant to share personal information publicly.
However, this data applies specifically to unpaid organic reach. As personal sharing decreased, Facebook ramped up advertising opportunities for businesses and creators. Sponsored and promoted content thrived even as organic sharing declined.
The Rise of Passive Consumption
As organic sharing decreased, passive consumption of content increased on Facebook. Rather than actively posting their own updates, users spent more time scrolling through their feeds consuming content. Key trends driving increased passive usage include:
- Video viewing rose dramatically, especially of native Facebook Watch videos and Live broadcasts.
- News, entertainment, meme pages, brands, and other public content filled more of users’ feeds.
- Features like Marketplace and Groups enabled new forms of passive engagement.
Facebook adapted its algorithms and interface to serve users the content they demonstrated preference for through their habits. This kept people scrolling through Facebook for information and entertainment even as personal sharing declined.
Motivations for Continued Usage
While organic posting decreased among younger demographics, Facebook still enjoys enormous usership across age groups. So what motivates people to keep using it? Some top reasons include:
- Events and groups: Facebook remains a top platform for organizing events, community groups, and shared interest forums.
- Business pages: Small businesses and creators heavily utilize Facebook pages and advertising tools to connect with customers.
- Messaging: Features like Messenger and group chats are deeply ingrained communication channels for many.
- Photos: Facebook hosts enormous personal photo libraries that people continue to access.
- News: Despite controversies around news on Facebook, many still use it as an information source.
While younger demographics may post less, hundreds of millions remain active daily users. The platform retains its grip through convenience, entertainment, messaging, and inertia.
Age Differences in Posting Frequency
Analysis of posting frequency by age group shows distinct trends in user behavior. According to Pew Research Center surveys in 2019 and 2021:
| Age | Post to Facebook Several Times Per Day |
|---|---|
| 18-29 | 15% |
| 30-49 | 17% |
| 50-64 | 20% |
| 65+ | 12% |
Posting frequency skews higher among middle-aged demographics compared to younger and older generations. However, all age groups contain minorities who post to Facebook consistently multiple times per day. Power users thrive across generations.
Teen Usage Differs from Adult Trends
Among teenagers aged 13-17, Facebook use differs significantly from adult patterns:
- Only 7% of teens post daily, compared to 24% of users aged 18-29.
- Just 4% of teens say Facebook is their most used social platform.
- YouTube, Instagram, and Snapchat all overtake Facebook in teen usage.
As the first generation to grow up with Facebook already ubiquitous, teens display little enthusiasm for actively engaging with the platform. They gravitate toward more visual, video, and ephemeral networks.
Older Generations Have Above Average Engagement
While those under 30 have below average posting frequency, users 50 and older exceed average daily posting levels. These older users developed Facebook habits over years before alternative platforms existed. Reasons they remain actively engaged include:
- Keeping up with extended family members across geographical distances.
- Following news and political groups relevant to their interests.
- Viewing updates from longtime friends and acquaintances.
While newer social media grabs youth attention, Facebook’s longevity helps it retain higher engagement among older generations.
Conclusion
Facebook posting frequency follows a bell curve by age, with those 30-49 currently most active in daily posts. Teens hardly use Facebook for active sharing at all, while older users with years-long habits continue frequent posting. Overall organic post volume has declined due to multiple factors, but passive consumption keeps users scrolling through Facebook’s evolving content offerings. While it may never dominate youth culture again, Facebook’s global user base ensures its usage and revenue will remain formidable for the foreseeable future.