What social media platforms should we be using? That’s a typical question I am asked on a fairly regular basis, and it’s a really great question. In fact, this is one of the key questions you need to answer to maximize your social media marketing efforts. Afterall, there’s little benefit to going all-in on Instagram if the people you’re trying to reach are over on Facebook or LinkedIn.
Here’s an overview of key audience stats for top social platforms so that you can make data-backed decisions when it comes to your social media marketing.
While Facebook is no longer the new kid on the block, it is still the most popular social media platform. That’s pretty powerful. Here’s a quick snapshot of key Facebook demographics.
79% of all internet users use Facebook. That’s roughly 8 in 10 online Americans!
83% of online women versus 75% of online men.
People in the 18-49 age group spend most of their time on Facebook, however, older adults are joining in increasing numbers. Some 62% of online adults ages 65 and older now use Facebook.
LinkedIn has always been my favorite platform mainly because of the networking opportunities available through individual profiles. But LinkedIn is also a great way for businesses to reach a professional, B2B audience. Here’s a quick snapshot of key LinkedIn demographics.
29% of all internet users use LinkedIn.
31% of online men versus 27% of online women.
LinkedIn is popular with college graduates and high-income earners. Half (50%) of online adults with college degrees are on LinkedIn. Similarly, 45% of online adults with an annual household income of $75,000 or more use LinkedIn.
Instagram is the fastest growing social media network, with use especially high among young adults. The platform’s draw is its emphasis on visual storytelling, which is likely the draw for its younger audience. Here’s a quick snapshot of key Instagram demographics.
Instagram is twice the size of Twitter and has doubled its user base, to 700 million monthly actives since 2015. Currently, 32% of all internet users use Instagram.
38% of online women versus 26% of online men.
90% of Instagram users are under the age of 35, suggesting younger users are favoring newer and more visual communications platforms. This younger demographic is not really interested in reading through text all the time … they just want to see things visually. It’s more appealing.
Twitter demographics have not changed much in the last few years while the network was going through some rough times. And although the network made some improvements (however some would argue that these changes were more detrimental than beneficial), Twitter continues to fall in social rankings. Here’s a quick snapshot of key Twitter demographics.
There is a lot of content posted to Twitter, so much so that it’s impossible to keep up. In fact, most users gave up on the social network, spending on average only 2.7 minutes on the mobile app per day. What may be worse is that 53% of Twitter users never post any updates, which translates to low engagement. With all that said, Twitter is the lifeblood of social media engagement for enterprise organizations, growing more popular as the top option for social customer service.
22% of online men versus 15% of online women.
Aside from the obvious draw of staying connected to professional athletes, movie stars, entertainers and TV personalities, Twitter is a popular option for social customer service. Had a bad flight? Unhappy with your product? Have a technical question? Take it to Twitter. Odds are, you’ll get a response very quickly.
Today’s consumer expects you to be on social media. But while you should be marketing via social media, you shouldn’t necessarily be on every channel. It’s important for you to invest in the platforms where you’re more likely to reach and engage with your audience. It’s not how many social networks you’re using but how well you are using the social networks that align with your business.
At abrMedia, we integrate proven digital marketing strategies, develop compelling digital marketing content, and manage all aspects of comprehensive social media campaigns for our clients.