Consumers spend an average of two and a half hours a day on social media sites. And even though privacy concerns and various other controversies stir, Americans are holding fast to their preferred sites.
According to Pew Research, YouTube and Facebook are the most popular sites. Does that mean you need to spend more time focused on creating brand content for these sites? Not necessarily, because your audience might be more likely to encounter meaningful content coming from you on other sites, such as TikTok or Instagram, among others. The moral of the story is: Know your audience.
But let’s take a look at the numbers in Pew’s survey of 5,733 adults and which sites they said they use:
- YouTube – 83%
- Facebook – 63%
- Instagram – 47%
- Pinterest – 35%
- TikTok – 33%
- LinkedIn – 30%
- WhatsApp – 29%
- Snapchat – 27%
- Twitter (X) – 22%
- Reddit – 22%
- BeReal – 3%
Is there a site that stands out? Among the fastest growing is TikTok, which has grown from 21% in 2021 to 33%. Can a site originally known for attracting young people who film themselves dancing be a viable option for spreading the word about your brand?
Marketers are saying that they are getting great engagement on TikTok, as the platform has more than a billion active users. And while it is especially popular with Gen Z and Millennials, there are plenty of creative content opportunities to take advantage of even if your target audience is not in those generations.
Of course, there are also challenges to marketing on TiKTok, such as creating meaningful content in such a short amount of time (15 to 60 seconds seems to be the sweet spot). And you also can’t get too professional, as users prefer a less polished look. Trends are also constantly evolving, which can make it difficult to maintain relevance.
Demographics
Pew’s survey also sheds light on the age of users on each site.
“Adults under 30 are far more likely than their older counterparts to use many of the online platforms,” the report said. “Age gaps are especially large for Instagram, Snapchat and TikTok – platforms that are used by a majority of adults under 30.”
Is your target audience aged 65-plus? The survey shows that only 15% of those in that age group use Instagram. However, 78% of 18- to 29-year-olds are on it. It goes even lower for TikTok, as only 10% of the oldest cohort is active there, whereas 65% of people under 30 are using TikTok.
“YouTube and Facebook are the only two platforms that majorities of all age groups use,” the report said.” There is an age gap among the youngest users of YouTube and the oldest adults. The age gap for Facebook, though, is much smaller.”
Do you need assistance with your social media marketing? SJC Marketing can help. We stay up to date with trends impacting brands using social media, and we help you get better acquainted with the wants and needs of your target audience, then build strategies and content that will impact their relationship with your brand. Contact us today and let’s get started.