PR pros and social media marketers often find themselves asking the question: “How do I reach my target audiences?” on a daily basis, and usually turn to research to help them find the answers. The Pew Research Center is a great go-to for anyone looking to gain an in-depth understanding of audience insights, and their recently released “Social Media Use in 2018” study provides plenty of useful information.
Whether you’re an experienced social media marketer or just a casual social media user, here are some of the key findings you need to know:
- Facebook is still king: Despite algorithm changes and recent controversies over “fake news,” Facebook is still the most widely used social media platform — by far. According to the survey, 68% of U.S. adults now use Facebook, meaning that a majority of Americans are now on the platform. For PR pros and marketers, the takeaway is simple: Facebook still needs to be a cornerstone of your social media strategy. (Although you will likely need to invest some of your budget on social advertising in order to ensure your posts are seen at all.)
- Different demographics use different platforms: Noah Schnapp (Will from Stranger Things) recently told Adweek that “Facebook is more for old people and, like, adults.” With this in mind, it’s not surprising that a major finding of the Pew Center’s research is that younger audiences are increasingly moving away from Facebook onto other platforms. According to the study, 18 to 24-year-olds are more likely to use Snapchat, Instagram, and Twitter — and more often. In fact, 82% of Snapchat users ages 18 to 24 report using the platform daily, with 71% indicating that they access it multiple times per day.
- Most people are not committed to social media: Although the vast majority of Americans now use at least one social media platform, many believe they could give up social media with little difficulty. In fact, 59% of survey respondents say it would not be that difficult to give up social media. Demographics played a key role, with roughly half of younger users (51%) responding that it would be difficult or “very hard” to give up social media.
For brands, these findings speak to the importance of developing compelling content for social media whether your audiences are on Snapchat, Instagram, Facebook, or other platforms. To read the full results of the survey, click here.
Scooter Media Is Your Social Media Resource
Scooter Media is your resource for navigating the ins and outs of the always-changing world of social media. Looking for more social media tips? Check out our primer on “The State of Social Media in 2018” along with our guides to scheduling your social media posts and delivering exceptional customer service experiences on Facebook. Be sure to check back frequently for new installments of our “Social Media Snapshot” series!
About Scooter Media
Scooter Media is a full-service communications agency in greater Cincinnati specializing in public relations and social media.