Peruvians Are Leaving Facebook


Advertising in Facebook is getting more and more expensive.

There are fewer and fewer Facebook users between 13 and 21 years old. “They are leaving the social network”, Víctor Lozano, director of Strategy at Catalan Studio, told Gestión, adding that this migration began in 2016.

According to Gestión the decision to leave Facebook has to do entirely with the age. Generations of 40-years and older are continuingly signing up to this social media, but younger people have been deleting their profiles, leaving Mark Zuckerberg’s network for the older generations.

“However, this is not the biggest problem. Facebook could take the decision to strengthen the privacy and exposure of users to advertisements, given the delicate position in which the social network currently is.”, wrote Gestión.

This position has to do with the Cambridge Analytics scandal which generated a large user migration. Also, advertising is every time more and more expensive, informed Gestión. “In practical terms, Facebook is increasingly expensive. If you previously spent S / 10 to reach a certain number of users, now the rate does not cover the same group.”, they wrote.

The website also mentions the organic scope, which decreased significantly two years ago.

Lozano told Gestión that “now the cost is going to increase if you want to continue on the social network, in the end, it becomes an advertising medium,”.

However, for advertisers, it is key to understand that, while Facebook is the largest medium with its 17 million Peruvian users, it is not the only one available.

(Cover Photo Pexels)

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Ermelinda is a journalist from Caracas, Venezuela. She has a Master’s degree in Digital Journalism and has recently finished a technical degree in Veterinary Assistance because of her love for animals. She likes to do sports, but especially ballet, which she has practiced for more than 17 years. Her passion is to read, write, and blog about different topics, as well as travel whenever she can.