The #1 Reason Facebook is Losing Users

According to Gloabl Web Index, Facebook is losing users in the U.S. (see chart below), but not because people are tired of social networking; it’s because people are tired of the information they consume in Facebook. And it is critical that we understand the difference between fatigue with the channel, versus fatigue with the content.

For example, millions of people watch Joan Rivers make fun of celebrity fashion every day on E!. The content never gets old. And that is why people still watch it on the same channel: TV.

On the other hand, looking at other people’s baby pictures gets old. And that — as a gross simplification — is why people are tired of Facebook.

But social applications are only beginning to find their place in our lives. And the key for Facebook — or any brands using it — will be to create compelling content that does not get old, for specific, target audiences. Just like Joan Rivers does every day.

Click chart below to enlarge.

7 Responses to The #1 Reason Facebook is Losing Users

  1. Mpjbay March 12, 2012 at 3:17 pm #


  2. Hljc March 20, 2012 at 10:46 am #

    im off facebook now as two men i work with have lost there jobs because of comments they have made about the boss on facebook.

  3. G March 27, 2012 at 4:19 am #

    If you are able to read French, take a look at the blog of Frederic Cavazza. In a recent post he foresees Facebook going the same way as Yahoo;

    • Chris Boudreaux March 31, 2012 at 8:50 pm #

      Nice blog post — also a very good summary of Salesforce social stack.  Thank you for sharing.

  4. M. March 28, 2012 at 6:19 am #

    Facebook failed big time with this timeline crap, Im off it and so is a few mates, everything is a mess on it now. facebook=myspace. Twitter=New found joy.

  5. Nikminers May 8, 2012 at 9:49 am #

    Changes, people hate them, and FB is changing rapidly (not to mention privacy violations)

  6. Vikingoat May 10, 2012 at 4:00 pm #

    The new facebook sucks badly.
    -Privacy settings are a joke.
    -Facebook blocks you, even if you know the people.
    -Timeline is so slow.
    It’s so frustating (Moving on google plus).