For nearly two decades, Facebook has been the first social network users preferred. However, recent trends suggest that its influence may be waning. Based on search interest data from October 2006 to January 2025, Facebook appears to have undergone a significant decline in public attention. Is this the beginning of the end for Facebook? Let’s find out the reasons behind its decline.
A Timeline of Facebook’s Rise and Fall
I used Google trends’ “Interest over time” feature to see how often people searched for ‘Facebook’ over a certain period. The numbers are relative, meaning:
- 100 is the peak popularity, which is the highest the term has ever been searched.
- 50 means it’s half as popular as the peak.
- 0 means there wasn’t enough data to measure interest.
It’s a great way to spot trends, see when a topic was or is trending, or track how interest changes over time.
So, what did I notice? I saw something that we all were scared to admit. Facebook is dying. (see the image below)
Facebook’s Early Years (2006-2008)
When Facebook first started, not many people used it. Things started to change in mid-2007 when more people became interested in the platform. The real breakthrough came at the end of 2008 – between October and December, Facebook’s popularity on Google searches jumped from 16 to 23 on a scale of 0-100. This was when Facebook started becoming popular with everyday users.
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Facebook’s Peak Years (2009–2012)
From 2009 to 2012, Facebook grew incredibly fast. Its popularity hit its highest point ever in December 2012, reaching the maximum score of 100 on Google’s search trend scale. During this time, Facebook spread worldwide, added new features, and became a public company in May 2012. These were the years when Facebook became the most popular social network.
Facebook’s Popularity Holds, but Growth Slows (2013–2015)
After reaching its peak popularity in 2012, Facebook’s growth steadied. People were still very interested in Facebook – with Google search trends staying between 60 and 80 out of 100 – but it wasn’t growing as fast as before. While Facebook remained one of the biggest social networks, some users were starting to get tired of it, and new social media platforms were beginning to compete for people’s attention.
End of an Era? Facebook’s Popularity Plummets 92% (2016–2024)
From 2016 to 2024, Facebook’s popularity dropped significantly, with its Google search interest falling to just 8 out of 100. Here’s why this happened:
- Changing User Base
Young people started using more visual apps like Instagram, TikTok, and Snapchat instead. Facebook became known as a platform mostly used by older people, which made it less attractive to younger users. - New Competition
Other social media platforms gained popularity. Instagram (which Facebook bought in 2012 for $1 billion) added features like Stories in 2016. TikTok also became very popular with its short videos and smart recommendation system. - Trust Problems
In 2018, the Cambridge Analytica scandal revealed that Facebook wasn’t protecting user data well. This, along with concerns about fake news and data leaks, made many people lose trust in Facebook. - Less Innovation
Facebook tried adding new features like Stories and Reels, but these were mostly copies of what other apps were already doing successfully, rather than new ideas. - Instagram’s Success
Instagram (owned by Meta, Facebook’s parent company) now makes about one-third of Meta’s money through advertising. Because of this, Meta has been focusing more on Instagram than Facebook.
Is Facebook Really Dead?
If Facebook is not dead yet, it is certainly slowly dying. While it still has billions of users, most are older adults rather than young people, who prefer apps like TikTok and Instagram. The platform is now filled mostly with business posts, advertisements, and automated content, moving away from its original purpose of connecting friends and family. Despite trying to copy features from newer social media apps, Facebook hasn’t been able to recapture its former popularity. Although, the users are not as much as they used to be but Facebook is still a popular marketing platform.
The numbers tell the story clearly – from being the most searched social platform in 2012 to dropping to just 8% of that interest in 2024, Facebook’s transformation from a must-have social network to just another aging platform is hard to ignore.
Light at the end of the tunnel?
To regain trust, Mark Zuckerberg introduced Community Notes, a fact-checking feature similar to X’s. However, many see it as too little, too late. Facebook has struggled with misinformation for years, and this new effort doesn’t fix the damage. Because the users have already lost trust, and a simple feature won’t undo the past mistakes.
