Facebook’s Instagram Problem Building Media Strategy In A Fragmented Audience World
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The 20,000 Foot View: In December 2016 Mark Zuckerberg announced that Facebook was embarking on a path to become a media company, but a media company unlike any other. More than one year on, Facebook’s metrics are revealing just how important this strategy is going to be for the company’s outlook. In 2017 Facebook reported a slight drop in daily active users (DAUs) in the US and Canada. Although Facebook constructed a compelling narrative for how this was a byproduct of it cleaning up the user experience, the underlying factor is more profound: Facebook’s messaging apps are stealing Facebook’s core audience.
Key Findings
- In 2017 daily active users (DAUs) fell some key markets, with a decline of compared to in US and Canada
- There were monthly active users (MAUs) of apps globally at the end 2017, up from billion in and billion in 2015
- Facebook has market share in the global messaging app space of Facebook’s user base is using at least one Facebook messaging app
- Facebook DAUs a percentage of MAUs fell from 2017 to of Facebook’s user base in these markets is aged and older, while just are aged under of Messenger users are aged while just are under
- Facebook’s policy increasing content relevance will drive value, while messaging app features double down on personal connections
- Facebook’s video will likely include schedules and guides with messaging apps used audience acquisition funnels
- Games video at super-mainstream gamers and music and could be a product to a full premium video
- Nearer term, will be used to add expression to messaging content and
Companies and brands mentioned in this report: Facebook, Facebook Messenger, Instagram, Snapchat, Twitch, WhatsApp, YouTube