In marketing as in life, it is all about timing. The question was whether retailers and brands should be concerned that they are moving to Facebook at a time when large numbers of teenagers are abandoning it.
At the moment, Facebook is not a medium amenable to classic interruption marketing. (Although it may become that in the future, just like YouTube, with Google ads popping up across the bottom of the video.)
Devangshu Dutta is CEO of Third Eyesight, a specialist consulting firm focused on India's consumer-products and retail sector, and managing partner of PVC Partners, a venture accelerator focused on early-stage businesses in India.
I believe it's horses for courses. Marketers of teen brands should definitely be concerned about teens exiting or reducing their usage of Facebook, as they have done with other social platforms in the past. However, there are plenty of others for whom the Facebook audience is apparently becoming more relevant than ever. Facebook reports 400+ million users as of February. According to them, 50 percent of active users log in on any given day. That's impressive stickiness.
Having said that, I'd like also to take a different look at those stats. Demographics and physically addressable market aside, the question is what proportion of your potential customers are receptive to the brand in that environment.
Neither is the Facebook user's primary purpose brand loyalty or looking at marketing messages. The average Facebook user has enough to keep him/her busy or distracted, without getting on to a brand's page. That video of a mother with laughing quadruplets is far more likely to get viewed and shared than any of your marketing messages.
If your brand isn't interesting, engaging, and open, you can't have the conversations that a platform like Facebook facilitates. If there's no ongoing conversation, your chief Facebook officer is wasting the company's time, money and internet bandwidth. Logout. Now.
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