Edison: 2023 Moms and Media Report

Edison released the "2023 Mom and Media Report". Among mom social media users, Facebook is increasingly used, with only 54% of moms now saying they use Facebook most often. It is worth noting that as early as 2017, 72% of mom social media users said they used Facebook most often.

You might ask, why is Facebook on the decline after dominating for so long? First, Facebook was the first entrant in the social media space; it was the first social media platform that was popular and most engaged with by moms. It started out as a way to connect with old friends and keep in touch with family, but as Facebook continued to grow, it became a window to other information. In short, Facebook established its dominance by becoming a one-stop shop for moms.

Over the years, Facebook has been in the public spotlight many times, while other social media platforms have come online to provide moms with other options. Suddenly, Facebook's usage among moms has also been cannibalized by other social media sites, which have proven to be worthy competitors, especially when it comes to video and high-quality picture and photo sharing. The data shows that Instagram and TikTok are the two sites with the "highest usage" among social media moms. In 2023, 18% of mom social media users use Instagram most often, and 19% of mom social media users use TikTok most often. Both sites have made progress since the 2022 survey, when 13% of mom social media users used Instagram the most and only 6% of respondents said they used TikTok most often. During the epidemic, TikTok made progress among moms and continued to soar, with half of mom social media users using TikTok by 2023.

Facebook remains the most used network among mom social media users, but it is now much less dominant than before, and other social media platforms are also making strides. Edison will continue to monitor this trend, especially as the social media industry becomes more competitive and the debate over banning TikTok heats up.