Fame can be fleeting. And fickle.
While Facebook remains the biggest kid on the social block, a new report shows Snapchat is the platform of choice with America's youth.
The annual Infinite Dial report from Edison Research and Triton Digital shows that Snapchat is the most popular platform with US users aged 12 – 24 years.
Over 72% of respondents in this bracket used Snapchat, up from 57% in 2015.
For comparison, 66% of users in this demographic are on Instagram.
While Facebook retains the broadest awareness among those surveyed (93%), Facebook's usage among youths has dropped from 74% to 68% in one year.
In 2014 this figure was at 80%.
2016 is shaping up as a big year for Snapchat. The platform recently beat the Facebook and Messenger apps for top spot in the US app charts, and has gradually been boosting its ad offering for brands.
Stay tuned to see if Snapchat can keep the kids (and marketers) keen.