Facebook lost 2 million

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Meta continues to lose users in Ukraine after the start of Russia's full-scale invasion. This is stated in a new study of social networks conducted by plusone social impact, a communication agency. Over the year, the Ukrainian Facebook audience has decreased by 2.05 million and now amounts to 13.7 million users. Instagram's annual decline was even bigger - by 4.1 million users, and now its audience is 11.6 million. These losses do not include users from Donetsk and Luhansk regions, who are no longer targeted by Meta. The total reach of Meta's advertising tools is 19.6 million. The decline in social networks was recorded in almost all regions and regional centers, especially in the frontline areas and those that are constantly shelled by Russians (Kherson, Zaporizhzhia, Mykolaiv regions). The western regions and cities of Ukraine are also losing their audience, so internal migration could not save them from the decline even in these regions. The audience decline could, in particular, be affected by the constant shelling of the energy infrastructure, as user activity decreased due to the lack of stable access to the Internet. The audience dynamics in terms of age shows the biggest losses in the 18-35 group. Interestingly, Instagram recorded an increase in the number of users in the 46+ age group, and Facebook - 65+. Among Ukrainians aged 18-55, more than 50% use Facebook. Also, more than 30% of this age group use Facebook Messenger. Instagram is ahead of Facebook for users under the age of 31. The female audience traditionally outnumbers the male audience on Meta social networks. The share of desktop users continues to decline and does not exceed 11% among all age groups. According to the portal Pressa Rivne https://pressa.rv.ua

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