Amid all the brouhaha about Facebook’s appeal to teens (summarized at the end of this article and notably avoided in the company’s Q4 2013 earnings release), there’s been more discussion about whether or not teens are using the site any longer and/or if it can maintain its “cool” factor than there has been regardingÂ the actual reach of brands’ Facebook pages. While there’s an element of fatigue setting in with the Facebook teen use topic, Socialbakers has some interesting new data to add to the conversation.
To arrive at its conclusions, Socialbakers looked at the age breakdown of the total reach (including organic and paid; unique only) of 1,847 brand pages throughout 2013, with that translating to a sample of 960 million Facebook fans.
Here’s what they found:
- Total reach among teens aged 13-17 for the subset of pages measured fluctuated relatively substantially the year, but ended 2013 basically where it started;
- Reach among 18-24-year-olds ended the year about 39% higher than it started;
- Reach among 25-34-year-olds was 56% higher in December than in January;
- Reach among 35-44-year-olds finished the year 64% higher than it began;
- Reach among 45-54-year-olds was 69% higher in December than in January;
- Reach among 55-64-year-olds ended the year 71% higher than it began; and
- Reach among those aged 65 and up was 74% higher in December than in January;
The most notable trend from those results is that page reach grew more quickly among older age groups than younger ones. Depending on one’s point of view, there are different ways to interpret the data. In line with general social networking adoption trends, reach appears to be increasing faster among older than younger groups, although absolute reach is far greater among the younger (i.e. 18-24, 25-34) demos. As for teens? On the one hand, they wereÂ the only bracket that the brands failed to increase their reach with. On the other hand, there was no real drop-off in reach, either. Bottom line: Facebook brand pages still seem to be reaching this audience.
Necessary disclaimers: the data doesn’t disclose how the reach was obtained (paid, organic, etc.) or how engaged these different demos were with the measured pages.