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Is facebook dead?

Or just dying a slow and painful death? Just like everyone else we were analysing our IPC Social Media data, which led us to ask, who is even hanging out in facebook anymore? 42% of users have taken a break from facebook last year. This stat does not include the kickback from the “news ban” of 20th Feb 2021. Engagement is at an all-time low, this could also be attributed to the ‘Social Dilemma’ factor?

So where are consumers hanging out: –

  • The seniors demographic has had the biggest growth in facebook over the last 12 months.
  • Teenagers are scattering their time with other platforms Tik Tok, Instagram, Snapchat.
  • 41% of teenagers named Snapchat as their favourite social media platform.
  • 40 million LinkedIn users are said to be in “decision-making” positions.
  • When asked “How has your usage changed in the past two years?” 66.1% of people surveyed said “Use facebook less frequently”
  • LinkedIn makes up more than 50% of all social traffic to B2B websites and blogs


If you are looking to target B2B, facebook is definitely not the place for your brand.

So, do we look to Parler or Clubhouse for the next marketing strategy? Will there ever be world dominance like facebook again?

At IPC we work to appeal to our clients’ needs and business goals, evolving with our audience and not the platform.

What are your B2B social stats telling you?

Credit – Jason Ierace PHOTOGRAPHER | “H&M”​

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