• Businesses that offer services and products to their customers have removed social logins from their websites.
  • Despite the growth that has been steadily increasing over time however, the reputation of Facebook has been recently questioned which has caused many users to hesitate to be able to trust Facebook as a social network.
  • Analyses from LoginRadius and SnapHabbit reveal how users feel comfortable using alternative login options that aren’t Facebook.

Recently, users have been focusing more on privacy while surfing the web for their daily things like shopping online, social media and signing up for websites, and more. Many websites are responding to their consumers’ complaints and are removing the login buttons for one of the largest social media companies, Facebook, from their homepages.

Facebook is currently experiencing stagnant growth in the number of its users despite an increase in the number of users on social media over the past few years. Recent evidence of consumers not being supportive of this giant social media company is the fact that big brands such as Best Buy, Ford Motor, Twitch, Nike, Dell, and Patagonia decided to block Facebook Login buttons on their websites. What’s the root cause of complaints from customers? Let’s look at some possible motives.

Security concerns about login to social media

One reason for the slow but steady loss of Facebook logins is the fact that there are a lot of security breaches in which malicious actors use Facebook accounts to monitor their information and also their personal information. This is why a lot of users are worried about using their Facebook accounts to log in to platforms.

In the interview, Jen Felch, Dell’s chief digital and information officer told me that in the course of an interview,

“We just look at how many people were choosing to use their social media identity to log in, and that has shifted over time.”

He also added

“We observe people deciding to isolate their social media accounts (Facebook or Instagram).” 

Lack of trust by users on Facebook

Another reason that websites avoid using the Facebook Login button is that users lose faith in Facebook.

In the year 2018, a shocking report by Cambridge Analytica a company for data analytics found that more than 90 million Facebook profiles were gathered and used to tailor advertisements in the presidential election of 2016 the United States presidential campaign to influence election results. The story of distrust doesn’t end with the revelations.

In 2020, during the COVID-19 epidemic, there were significant advances regarding Coronavirus vaccinations. Facebook began to be a place to misinform the public about posts that advocated vaccination and conspiracy theories about 5G being the primary reason for the outbreak. With more than 12 million posts being removed between March to October, the misinformation was causing much more damage than good for the general population. Many people believe that this false information that they have posted on their websites was deliberate by Facebook and that they were unable to correct it right away and they began to think that “it could be a violation of their privacy.”

In addition to the lack of trust and trust in Facebook, A recent statistic report by LoginRadius found it was Google has been the highest popular social login across more than 1,000 apps and websites utilized by North American consumers.

To further demonstrate consumers’ lack of interest in the Facebook login option, a company that promotes wellness, SnapHabit has analyzed 10,000 logins and found that around 43% of people signed in using Google. Nearly 45% signed in using an Apple ID or an email address, leaving around 11% for Facebook registrations (the company has made this choice accessible).

Other issues and options

The decline of Facebook is because Apple’s IOS introduced new privacy guidelines that are known as App Tracking Transparency which allows users to decide the data they can provide to advertisers and businesses. It is a change in Apple policy that has prevented the Facebook social media company to prevent Facebook in its efforts to target ads and reduce revenue. Additionally, the short-form video platform TikTok competes with Facebook which is causing many Facebook users to migrate over to the TikTok platform, and a slowing growth of Facebook users.

Companies depend on the feedback of customers and their retention to improve their goods and services. Despite the demand of consumers for privacy, numerous companies have cut off their connection with Facebook due to similar concerns about the risk of reputational damage.