Facebook has been one of the most popular social media platforms for over a decade. However, in recent years there have been some signs that Facebook’s dominance may be starting to wane. In this article, we’ll look at some of the key metrics and trends that indicate whether Facebook is still as popular as it once was, or if its popularity is in decline.
Facebook Monthly Active Users
One of the most important indicators of Facebook’s popularity is the number of monthly active users (MAUs). This refers to the number of users who logged into Facebook during the last 30 days. For many years, this number steadily increased as Facebook expanded globally.
However, in 2018 Facebook’s MAUs stalled at around 2.27 billion and has struggled to show consistent growth since. After peaking at 2.32 billion global MAUs in Q1 2020 during the early months of the Covid-19 pandemic, the metric has hovered between 2.27 billion and 2.32 billion in the subsequent quarters.
While Facebook argues that its main markets are saturated and so it is focusing on growth in developing markets, the stalling MAUs suggest it is struggling to attract new users in many countries. This could indicate that Facebook’s popularity has peaked and it is now facing a decline as newer platforms chip away at its market share.
Facebook MAUs by Region
| Region | MAUs in Q2 2022 | Change from Q2 2021 |
|---|---|---|
| Asia-Pacific | 1.28 billion | +12 million (+0.9%) |
| Europe | 418 million | -11 million (-2.5%) |
| US & Canada | 255 million | -7 million (-2.7%) |
| Rest of World | 344 million | -21 million (-5.8%) |
Looking at MAUs by geographic region in Facebook’s Q2 2022 earnings report also shows some interesting trends. While the Asia-Pacific region is still seeing modest growth, MAUs declined in Europe, US & Canada, and the Rest of World. The drops in North America and Europe suggest Facebook’s popularity is waning in its most established markets.
Facebook Daily Active Users
In addition to MAUs, Facebook also reports daily active users (DAUs). This measures the number of users who logged in and visited Facebook on a given day. While MAUs indicate the overall user base, DAUs give a sense of how regularly people engage with the platform.
Like MAUs, Facebook’s DAUs have also stalled over the past few years. In Q2 2022, Facebook reported 1.97 billion global DAUs, up just 3% from 1.91 billion in the same quarter last year. While still high, the slow growth points to stagnating user engagement. Fewer people seem to be visiting Facebook on a daily basis, suggesting it is becoming less indispensable in people’s everyday lives.
Facebook DAUs in Top Countries
| Country | DAUs in Q2 2022 | Change from Q2 2021 |
|---|---|---|
| India | 345 million | +13 million (+3.9%) |
| Indonesia | 187 million | +6 million (+3.3%) |
| USA | 195 million | -3 million (-1.5%) |
| Brazil | 135 million | -3 million (-2.2%) |
The DAU figures for Facebook’s top national markets again highlight slowing growth and declines in engagement. India remains Facebook’s largest market and is still growing modestly. However, key major markets like the US and Brazil have seen small but notable drops in DAUs indicating Facebook is being used less regularly by people in these countries.
Gen Z Engagement
One demographic cohort that is especially concerning for Facebook is teens and youth in Gen Z. There are signs this demographic is abandoning Facebook in large numbers in favor of newer visual platforms like Instagram, Snapchat and TikTok.
For example, a 2022 Piper Sandler survey found just 28% of US teens say Facebook is their main social media platform, down from 37% in Fall 2020. Engagement is even lower among younger teens. Just 9% of US teens ages 13-14 say Facebook is their primary platform.
An internal Facebook research memo leaked in 2021 highlighted its “serious declines” among teens and painted a dire picture of the platform’s reputation among youth. So the lack of enthusiasm for Facebook among Gen Z could have major implications for its long-term popularity.
Percentage of US Teens Who Say Facebook is Their Primary Social Platform
| Age Group | Fall 2020 | Spring 2022 |
|---|---|---|
| Ages 13-14 | 14% | 9% |
| Ages 15-17 | 36% | 29% |
| Ages 18-19 | 40% | 31% |
As this Piper Sandler survey shows, Facebook use has declined across all teen age groups over the past two years. The youngest teens are abandoning it the fastest, possibly because they were never as attached to Facebook in the first place. But the downward trend is consistent across ages.
Social Media Brand Favorability
In addition to actual user metrics, surveys about brand perception and favorability also show some growing antipathy toward Facebook, especially among younger demographics.
A 2022 Morning Consult poll found a very high 63% of US adults ages 18-34 feel “cold” toward Facebook, compared to just 48% for adults 35-54 and 37% for those 55+. Additionally, 53% of Gen Zers said they do not trust Facebook at all according to a 2021 poll by the Center for Countering Digital Hate.
This suggests Facebook may have a brand image problem and is increasingly seen as an “out of touch” platform by younger generations. If their peers view engagement with Facebook as uncool, this could accelerate the decline in popularity, creating a snowball effect. Brand favorability will be an important metric to watch for Facebook going forward.
Percentage of US Adults Who Feel “Cold” Toward Facebook
| Age Group | Feel “Cold” Toward Facebook |
|---|---|
| Ages 18-34 | 63% |
| Ages 35-54 | 48% |
| Ages 55+ | 37% |
This Morning Consult poll highlights the very high levels of antipathy younger people feel toward the Facebook brand. With 63% of adults under 35 feeling cold toward it, Facebook faces major perception issues among Millennials and Gen Zers.
Social Media Use by Platform
Another way to assess Facebook’s popularity is to look at broader social media platform usage trends. While Facebook remains the biggest social network overall, its market share has declined as competitors like TikTok see massive growth.
For example, a 2022 Pew Research study found just 32% of US TikTok users now say it is the social media platform they use most often. In contrast, just 6% of Americans say Facebook is the site they use most.
Additionally, a similar 2021 Pew survey found 51% of US Facebook users say they use the site daily, down from 58% in 2019. The downward trend in daily use again suggests Facebook is not as essential to people’s everyday social media habits as it once was.
Percentage of US Adults Who Say They Use Each Platform Most
| Platform | 2019 | 2022 |
|---|---|---|
| 12% | 6% | |
| 12% | 19% | |
| TikTok | N/A | 32% |
This Pew data shows a steep decline in the percentage naming Facebook as their most used platform, from 12% down to just 6% in 2022. In contrast, competitors like TikTok and Instagram have surged ahead. Facebook is clearly losing share of the social media landscape to faster growing upstarts.
Facebook Revenue Growth
While Facebook’s user growth is slowing, its revenue continues to rise due to increased monetization of its platforms. Facebook reported Q2 2022 total revenue grew 1% year-over-year to $28.8 billion. However, it also forecasts growth to significantly slow in the second half of 2022.
CFO David Wehner warned of “headline risks” including shrinking ad budgets, inflation, geopolitical turmoil, and ongoing targeting and measurement challenges that may weigh on revenue. If these risks materialize, it could result in Facebook’s first ever year-over-year revenue decline.
Facebook Quarterly Revenue Growth
| Quarter | Revenue | YoY Growth |
|---|---|---|
| Q3 2020 | $21.5B | 22% |
| Q2 2022 | $28.8B | 1% |
| Q3 2022 (est.) | $27.4B | -4% |
Facebook’s revenue growth has already decelerated significantly from over 20% in 2020 to just 1% in the latest quarter. And based on its guidance, Q3 2022 could show the first revenue decline in the company’s history. This would be another troubling signal of eroding popularity.
Conclusion
In conclusion, while Facebook remains an enormously profitable company, there are clear signs that its popularity is past its peak and may be receding. Flat or declining user numbers in key metrics like DAUs and MAUs, plummeting engagement among teens, growing competition from rivals like TikTok, and brand favorability challenges – particularly with younger demographics – all point to a platform waning in relevance. Even Facebook’s previously unstoppable revenue growth now faces headwinds that could drive an unprecedented decline.
Facebook is unlikely to disappear anytime soon given its deep moat with over 2.5 billion total users. However, it faces real challenges going forward if it wants to remain culturally relevant and stem the declines among Gen Z. This will require major investments, strategic pivots, and overcoming significant brand perception issues. Only time will tell if Facebook can reinvigorate growth and popularity, or if its best days are now firmly in the past.