Facebook just isn’t as popular as it once was, especially with American youth.

According to a new study, younger users are turning away from Facebook in favor of Instagram. The Infinite Dial report from Edison Research and Triton Digital found that 61% of respondents ages 12 and older report using Facebook, a drop from a high of 67% in 2017. While Facebook is on the decline, Instagram is rising.

Listen to GHOGH with Jamarlin Martin | Episode 51: Bärí A. Williams Jamarlin talks to tech attorney and diversity strategist Bärí Williams about her experience working at Facebook and whether Trump could be talking about Sen. Cory Booker when he claims he could blackmail a U.S. Senator. They also discuss some criticism of Sen. Kamala Harris that is “out of pocket.”

There’s no doubt the Facebook is still the biggest social media brand being used the most often by more than half (52%) of study’s respondents, but this percentage dropped from 57 percent in 2017. The survey revealed that 29 percent of 12-34-year-olds used Facebook most often compared to other social media brands. This is way down from the 58 percent it was for this age group in 2015. Instagram’s popularity is increasing; this year 26 percent of 12-34-year-olds favored the platform, up from 15% in 2015.

Instagram was actually the most used social media brand by just 7% of respondents in 2015, but in 2018 it was used to 16%.

So how does Facebook plan to turn this around?

“To start, Facebook has started converging its various products and its messaging functionality. This will unify their underlying infrastructure as well as instituting end-to-end encryption across all these apps – but for marketers wondering how this will affect their plans, change is unlikely to come until next year,” Marketing Charts reported.

Facebook might also more toward e-commerce.