This marks a noteworthy change in the competitive landscape of social media.
Last week, while unveiling its Q3 performance update, Meta proactively disclosed its latest EU user statistics for Facebook and Instagram, fulfilling its obligations under the Digital Services Act (DSA).
Remarkably, the data reveals that Instagram has officially surpassed Facebook in terms of active user engagement within the European market.
As illustrated in this graph, Instagram boasts an impressive 269.1 million monthly active users in the EU, compared to Facebook’s 260.6 million. In Meta’s inaugural EU user report, which spanned from April to September 2023, both platforms were locked in a tie with 259 million monthly active users each.
However, the latest figures indicate that Instagram has eclipsed the company’s flagship platform, while Facebook has experienced a slowdown in user growth, and even a slight decline in its user base during the most recent measurement period (April to September this year).
Could this signify a broader trend on a global scale, wherein Facebook is experiencing a decline in audience numbers as Instagram continues to expand its user base?
While the answer remains uncertain, it is notable that Meta has ceased reporting individual monthly active user counts for Facebook this year in favor of a holistic audience measurement encompassing its entire “Family of Apps” (which includes Facebook, Instagram, Messenger, WhatsApp, and Threads).
However, referencing the last time Facebook’s monthly active user stats were disclosed (Q4 2023), the data suggests that this trend may be largely limited to the EU and possibly the U.S. demographics.
The accompanying chart indicates that Facebook’s EU user count has been steadily declining throughout 2023, mirroring a broader downturn that began in 2022. Meanwhile, while the U.S. user numbers have also shown relative stagnation, Facebook continues to witness growth in other international markets.
Consequently, this shift appears to be primarily confined to the EU, rather than indicative of overarching global patterns. Nonetheless, it’s fascinating to observe Instagram potentially assume the lead position from Facebook as Meta’s primary app, even if this shift is localized to select markets.
The pressing question remains: “Why is Facebook struggling to maintain its appeal among European users?”
A portion of this decline can likely be traced back to the implementation of enhanced data privacy regulations in Europe, which have shed light on the extensive user data Facebook collects and utilizes across its platforms. This scrutiny has, according to some analysts, prompted a notable number of users to pivot away from the app, while other surveys indicate that a growing number of EU users now perceive Facebook as outdated when stacked against competing platforms.
Regardless of the underlying reasons, it’s crucial to recognize that Facebook still holds a significant foothold in the region with a robust 260 million active users. In comparison, TikTok commands a following of 150 million EU monthly actives, while X retains a user base of 66 million. Thus, even amidst a slight downturn, Facebook remains a pivotal interactive medium for European users.
However, it appears less favored than Instagram, which may suggest a waning appeal of Facebook among younger demographics compared to its previous popularity.
Our gratitude extends to Xavier Degraux for bringing the latest EU reports to our attention.
**Interview with Digital Media Analyst, Emily Foster**
**Interviewer:** Thanks for joining us today, Emily! There’s been a significant shift in the social media landscape, particularly with Instagram surpassing Facebook in user engagement in the EU. What do you make of this change?
**Emily Foster:** Thank you for having me! This development is indeed noteworthy. We’re seeing Instagram’s active user engagement eclipsing Facebook’s for the first time in Europe, which is a strong indicator of changing user preferences. The Digital Markets Act has created an environment where users have more agency in how they interact with these platforms, and that seems to have accelerated trends we were already observing.
**Interviewer:** Speaking of the Digital Markets Act, how do you think EU regulations are impacting user behavior on these platforms?
**Emily Foster:** The Digital Markets Act empowers users to unlink accounts across Meta’s platforms, fostering a sense of independence. This regulation may be reshaping how users engage with these services. As they have the option to curate their online experiences more rigorously, we might be witnessing a shift where users are gravitating toward platforms that align with their interests and privacy concerns.
**Interviewer:** It seems like Facebook is facing user growth challenges while Instagram continues to expand. Are there any identifiable reasons for Facebook’s decline?
**Emily Foster:** Absolutely. Several factors contribute to this trend. For one, younger demographics are increasingly drawn to visually-driven platforms like Instagram, which offers a different, more engaging user experience. Additionally, concerns over privacy, data security, and negative perceptions of Facebook’s brand may have alienated users, particularly in the EU where privacy regulations are more stringent.
**Interviewer:** You mentioned the broader trends being limited to certain markets. What does this mean for Facebook’s strategies moving forward, do you think they’ll adapt?
**Emily Foster:** Facebook will likely need to reassess its approach in the EU and perhaps globally. They may focus on enhancing user engagement and rebuilding trust through transparency and improved features. It will also be critical for them to innovate rather than rely solely on their legacy as a social network. Understanding regional dynamics will be essential, and they may need to tailor strategies for different markets.
**Interviewer:** Lastly, what should users expect from Meta in light of these changes?
**Emily Foster:** Users should anticipate more personalized experiences and possibly new features aimed at retaining engagement across all of Meta’s platforms. As the competition heats up, Meta may also try to bolster Facebook’s appeal through targeted marketing and by refining its user interface. adapting to user needs and concerns will be pivotal for their sustained success.
**Interviewer:** Thank you, Emily! Your insights are incredibly valuable as we navigate this evolving landscape.
**Emily Foster:** Thank you! It’s been a pleasure discussing these trends with you.
