For many teenagers, Facebook was their first. Their first relationship in a saturated pool of social media suitors. Their first introduction to a world of platforms and possibilities. Their first guide through life; a place they could rant, chat, and document their memories. And now, it's their first big breakup. 

A recent Pew Research Center Study revealed that U.S. teens, aged 13 to 17, are casting aside the long-time favorite in favor of YouTube, Instagram, and Snapchat. In fact, only 51 percent of teens report using Facebook--a huge drop from the 71 percent scrolling its homepage in 2015.

While this news might give small business advertisers some pause, it shouldn't necessarily derail your marketing strategy. After all, Facebook is far from gone. 

Even in the aftermath of the Cambridge Analytica scandal, in which the political data firm harvested information from more than 87 million Facebook users without their explicit consent, Facebook remains a force to be reckoned with. A Reuters/Ipsos poll published at the end of March--after the scandal broke--showed that 51 percent of the respondents check Facebook throughout the day, and 78 percent check it at least once a week. The number of people who don't use Facebook? A mere 14 percent. 

Facebook has ingrained itself in the lives of the users, to the point where even if users delete the app, they are likely still using Facebook products. The teens replacing Facebook with Instagram are simply switching out one Facebook product for another. In the end, there's no similar platform to which consumers can switch.

When Uber users pledged to #DeleteUber after numerous public scandals--claims of sexual harassment within the company and concerns over the behavior of the company's then-CEO--the transportation service lost hundreds of thousands of its users because they had somewhere to turn: Lyft. A similar hashtag, #DeleteFacebook, emerged in April of this year, but it doesn't hold the same weight--revealing a much larger reality: You just can't quit Facebook.  

Published on: Jun 1, 2018