Big difference in comparing an entire product area with a specific company and brand. Individual cigarette companies, coffee shops etc. have been going in an out of fashion the entire time. Similarly, the total number of social media users is nowhere near its peak.

I'd say it is actually remarkable just how long Facebook (the site) has been able to maintain relevance, whereas people should have been bored and migrated to something newer and shiner a long time ago (as is now finally happening with apps like TikTok).