Meta’s Recent User Metrics Reveal an Intriguing Trend in EU Social Media Engagement.

In a recent performance update that coincided with its Q3 results, Meta unveiled significant user data for Facebook and Instagram in Europe, fulfilling its obligations under the Digital Services Act (DSA). This report not only sheds light on the current state of user engagement but also signals broader trends in social media usage across the continent.

The statistics indicate that Instagram has overtaken Facebook in terms of active users within the EU, marking a pivotal shift in user preferences.

The data clearly illustrates that Instagram has achieved a remarkable 269.1 million monthly active users within the EU, compared to Facebook’s 260.6 million. This marks a noteworthy increase from Meta’s initial EU user report, which showed both platforms equally at 259 million MAU during the April to September 2023 period.

This trend suggests a significant shift, as Instagram has now surpassed the flagship Facebook app. The latter has been experiencing much slower growth and, in fact, a slight decline in user engagement during the latest measurement period from April to September.

This raises an important question: Is this decline in Facebook’s user base indicative of a global trend, with Instagram consistently attracting a growing audience?

While it remains uncertain, it’s worth noting that Meta has ceased reporting individual Facebook monthly active user counts this year, opting instead for a combined audience measurement that includes its entire Family of Apps—comprising Facebook, Instagram, Messenger, WhatsApp, and Threads.

From the last report on Facebook’s monthly actives (Q4 2023), it appears that this trend may be more localized to the EU and possibly the U.S. markets, rather than a global phenomenon.

Visual representations further confirm that Facebook’s EU user count has been on a decline throughout 2023, continuing a downward trajectory that began in 2022. In contrast, while Facebook usage has remained relatively stagnant in the U.S., it has still shown some growth in other international markets.

Consequently, this shift may be more confined to the EU region and not necessarily reflective of wider trends across the globe. Nonetheless, it is noteworthy to observe Instagram potentially emerging as the primary application within Meta’s portfolio, albeit in specific markets.

The pivotal question arises: What factors are contributing to Facebook’s diminishing appeal among European users?

A significant factor may be the introduction of enhanced data privacy regulations in Europe, which have illuminated the extent of data collection by Facebook. This transparency might be driving users away, coupled with findings that suggest many EU users perceive Facebook as outdated compared to emerging social media platforms.

Regardless of the underlying reasons, it’s crucial to recognize that Facebook continues to boast a substantial user base in the region, with 260 million active users. To put this into perspective, TikTok has 150 million monthly active users in the EU, while X has 66 million. Thus, even amid a slight decline, Facebook remains a vital interactive platform for European audiences.

However, the growing popularity of Instagram suggests that Facebook is struggling to capture the attention of younger demographics as effectively as it once did.

We appreciate Xavier Degraux for sharing insights on the latest EU user reports.