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When you’re planning and implementing your marketing strategy, it’s helpful to have a deep knowledge of current social media trends. As the popularity of networking platforms continues to fluctuate, you may need to adjust your plan of action accordingly. Here, we share the latest trends in social media demographics.
Facebook and YouTube Still Reign Supreme
Shortly after its inception, Facebook became one of the most prominent digital advertising platforms. Recent findings by Pew Research Center confirm that Facebook is still invaluable for reaching audiences of all age groups. Approximately 68 percent of American adults are Facebook users, and about three-quarters of this group use Facebook daily.
While YouTube isn’t considered a conventional form of social media, it’s still considered a social networking site, and is used by a wide variety of Americans. Approximately 75 percent of American adults use YouTube, and it’s even more prominent among young folks. 94 percent of individuals between the ages of 18 and 24 are active YouTube users, making this platform highly effective for businesses that aim to reach younger individuals. Although Facebook and YouTube are expected to remain popular among all age groups for the time being, there are several emerging trends to be aware of for 2018 and beyond.
The Rise of Instagram and Snapchat
Generation Z is just beginning to enter adulthood. The oldest members of this group are about 22 years old, and this generation is expected to make a significant impact in the coming years. Generation Z isn’t as fond of Facebook as previous age groups, and tends to gravitate toward newer apps like Instagram and Snapchat. Only 35 percent of U.S. adults are Instagram devotees, but this percentage is higher for Americans between the ages of 18 and 24. Instagram stories, in particular, are becoming an increasingly popular way to market to young adults.
Snapchat also has a younger-than-average audience. According to Pew research, 78 percent of individuals aged 18 to 24 are active Snapchat users. Within this age group, the vast majority of Snapchat users log into the app several times each day. This number drops to 54 percent among ages 25 to 29, and is even lower for those ages 30 and up. The prevalence of Twitter for ages 18 to 24 seems to be waning, with only about 45 percent of young adults using this platform. If your business caters to a younger audience, it’s certainly worth your while to create Instagram and Snapchat accounts. The “story” option on both of these apps has shown to be influential in capturing the attention of Instagram and Snapchat users.
Social media outreach is a must for businesses of all sizes, but it’s essential to determine which platforms are most effective for your product or service. It’s a challenge to stay on top of the ever-evolving social networking landscape, and we can expect to see more changes as virtual reality and live streaming continue to improve. Regardless of your goals, it’s essential to keep your target audience in mind as you choose which social media platforms to curate.