How many people use social media and what platforms are there?
Social media continues to grow. The number of active social media users is more than 4.9 billion and this figure is growing by 10% year on year. 71% of social media users are using social platforms to consider making a purchase. They make decisions based on what they have seen on social media platforms, including reviews and recommendations.
Every social marketer has limited time for social media marketing, so which social network should you focus on? Knowing which social media channel your target audience uses is the answer.
Facebook rules supreme but Instagram, Pinterest, LinkedIn and X (formerly Twitter) are all key players. In addition, WhatsApp and Facebook Messenger have millions of active users. However, Facebook’s reach is remarkable. Not only does it take the top spot, but its other platforms also take 2nd and 3rd respectively. Facebook Messenger has an impressive 47% penetration, and Instagram has 27% and comes 2nd for engagement.
Social media channels have influencers, from celebrities to self-made social stars and bloggers. High street retailers often employ trending influencers to amplify their marketing messages.
There are good things we can attribute to social media. Things such as providing a voice to people who may struggle to be heard or the use of social media as a customer support channel. However, it also provides users with the ability to voice their discontent. So it’s vital that your business has a strategy to deal with any negative comments.