Social Media 2.0 – Pinterest and Tumblr are roaring, but Facebook declines

Outside of China, the world’s two fastest growing social networks are Pinterest and Tumblr which are powering along at 97 per cent and 95 cent audience growth respectively. Tumblr in particular had a very robust second half. It is possible that Marissa Mayer’s gift to Yahoo  may challenge Pinterest for the growth crown next half. The figures are drawn from Global Web Index’s latest Social report.

According to GWI, the outlook remains positive for almost all the big social players. There is one exception that we will get to shortly. “Instagram (+47%) and LinkedIn (+38%) experienced very healthy rises too, a pattern which reflects the trend towards multi- and more diversified forms of networking as well as the ongoing rise of the smaller social networks. Of course, it’s easier for these smaller platforms to record big increases as they start from lower starting points; it’s nevertheless pretty telling that Facebook saw a 9% fall in active users across 2014.”

Facebook was the one social network to record a fall in active social users. “Last quarter, we noted that – along with most other social platforms – Facebook had enjoyed a boost during the World Cup; now that this effect has receded, overall engagement is slightly lower than it was a year ago. What’s more, of the 8 biggest social networks, Facebook was the only one to experience a drop – and it’s a pattern which is present in all regions.”

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But there’s is no real need for Mark Zuckerberg and co to panic, after all Facebook owns Instagram and Whatsapp, and as GWI itself points out , “Facebook still has the best figures for membership, active usage and log-in frequency. “

Instead, the Facebook we all grew up with has itself grown it and is now more of a mothership – a hub around which others revolve.

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