Facebook loses favorite brand connectivity with millennials

Moosylvania (https://moosylvania.com/), a brand building agency, recently asked consumers from 18-38, how they’re relating to their favorite brands – and on which channels they connect.

“We know they are on the channels talking with their friends. What we want to know is how and where they are connecting with their favorite brands,” said CEO Norty Cohen.

The average millennial checks their phone more than 150 times per day – but how often and where are they checking in with their favorite brands? Moosylvania asked consumers, via a mobile-only survey, in January of 2018 was, “You’ve just told us your favorite brand – how do you connect with them on your smartphone?”
The survey compared reactions from 2017 to 2018 and saw significant changes within just 12 months.

“The big news is the change on Facebook – down from 52% to 40% with younger millennials (17-27) and from 48% to 33% (28-38) with older millennials.  However, even with this drop, they retain the largest share of reach and can’t be overlooked,” Cohen said. 

Instagram gained some of the traffic – remaining steady at 33% for younger millennials and picking up from 19% to 24% with older millennials.

Twitter was down significantly – falling from 28% to 16% with younger millennials and 17% to 13% with older millennials.

Snapchat saw some increases up from 20% to 24% with younger millennials and from 10-11% with older millennials.

Brand websites were up from 19% to 20% with younger millennials and went from 20% to 25% with older millennials. Email grew its significant share of connectivity – going from 17% to 18% with younger millennials and from 18% to 22% with older millennials.

YouTube was mixed – gaining from 22% to 23% of younger millennials love – and down from 18% to 17% with older millennials.

Pinterest was down from 12% to 7% of younger millennials and down from 11% to 6% with older millennials.

Text messaging was flat at 9% for younger millennials and up from 10% to 11% with older millennials.

“Ultimately, brands need two-way conversations to legitimately connect with their audiences, Cohen said. “Channels that can personalize and get there quickly are going to do better in the long run.”