Facebook has seen a steady decline amongst their younger users over the last year, and the forecast is not looking any better. Meanwhile, Snapchat is on the rise despite their recent update being unpopular. Younger generations are remaining loyal for some reasons, and the popular mobile media is only expected to grow.

Why Facebook is losing

Facebook's population has always been made for older generations to use. What started as a social media platform specifically for college students, the site grew popular amongst almost anyone; with the exception of those thirteen and younger. This means that Facebook's primary online population is being composed of those who've been there since its rise.

According to eMarketer, "In 2018, the number of US Facebook users ages 11 and younger will decline by 9.3%. Additionally, the number of users ages 12 to 17 and 18 to 24 will decrease by 5.6% and 5.8%, respectively."

eMarketer also speculates they will lose around 2 million users 24 and younger. The simple truth is that Facebook cannot offer what young Millennials and Gen Z are looking for in their social media platforms. Facebook requires an investment most are no longer willing to make; the more friends you have, the more cluttered your feed is and therefore the more time you spend scrolling. Instagram, which is now owned by Facebook, could be the social media site's saving grace, as it continues to capture the attention of multiple generations.

Why Snapchat is winning

The simple truth is that teens and young adults have grown up with the internet as a substantial resource in most of their lives.

Many seek instant gratification in their media experience because their brains are processing much faster than that of their older counterparts.

eMarketer's principal analyst Debra Aho Williamson says, “Snapchat could eventually experience more growth in older age groups since it’s redesigning its platform to be easier to use.” She also warns that should older generations also join; it may lose it's appeal to younger generations.

Facebook isn't the only thing younger generations are preferring to leave out either. Teens and young adults are also using social media to help inform themselves, which can be less time to consume than watching or reading the traditional news. This comes down more so to a preference between generations and what young teens find worth their investment in time.

Snapchat is fast, can be customized and also be a more private experience. Despite its odd updates, the company is still projected to continue growing; and they're certainly winning the hearts of their younger users.