Recent data from Comscore reveals a notable trend in social media usage as of June 2024. Users of major platforms, including Facebook (excluding Messenger), Instagram, and TikTok, have reduced their time spent on these applications compared to the previous year. In contrast, Facebook Messenger has emerged as an outlier, experiencing a significant year-over-year increase of 18.2%. Users dedicated an additional 31.2 minutes to Messenger in June 2024, highlighting a shift in engagement patterns.
Facebook Messenger: A Rising Star
As we delve deeper into the implications of these findings, it becomes clear that Facebook Messenger is not just maintaining its relevance; it is thriving. According to forecasts, over three-quarters (76.5%) of mobile phone messaging app users are expected to engage with Facebook Messenger at least once a month this year. This impressive penetration rate indicates a robust and engaged audience, positioning Messenger as a key player in the messaging landscape.
The anticipated rollout of sponsored messages by Meta, akin to SMS marketing, could further capitalize on this engaged user base, offering advertisers a unique opportunity to connect with consumers in a more personal and direct manner.
Strategic Insights for Advertisers
For social media advertisers, these insights serve as a valuable resource. The accompanying chart can assist in guiding channel investments, identifying usage trends, and demonstrating the rising prominence of communication-based applications like Reddit and Facebook Messenger. As the digital landscape continues to evolve, understanding these shifts will be crucial for brands aiming to optimize their marketing strategies.
Note: Data was provided to EMARKETER by Comscore.