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Start Saving Time by Focusing on Social Media Platforms That Best Fit Your Business



If you’re like most small businesses or solopreneurs, producing digital content sucks up WAY too much of your time. You’re already the head salesperson or the bookkeeper—and that’s not counting all the work it takes to deliver your core products or services!


Or, maybe you beat yourself up because you don’t spend the amount of time you think you “should” on blogging or posting or recording content and engaging with your prospects and customers on digital platforms (add me to this category.)

But there’s good news: you DON’T have to be on every social media platform posting original content every single day!


Focusing on the top two platforms (or three at the most) where your target audience hangs out is the best. Mastering those two, measuring what content performs best, and optimizing as you learn is the best way to multiply engagement and alleviate the massive time wasted on creating social media content.


To help you decide which platforms are best for you to reach your target audiences, here’s a quick overview of each, who hangs out there, and some info on what digital content works best for each (data is for the US only and found on the Pew Research Center website unless otherwise noted.)


Facebook

With a domineering global reach of over 2.8 billion active users as of July 2020, Facebook is one of the two largest social media platforms (YouTube is the other.) And overall, video content tends to perform better than all other types of Facebook posts. In 2020, news dominated the top-performing content on the platform, with listicles and humor/comedy content coming in second and third.


% of people, by gender, who use Facebook

75% of women use Facebook

63% of men use Facebook


% of people, by age group, who use Facebook

13-17 year olds: 51%

30-49 year olds: 79%

18-24 year olds: 76%

50-64 year olds: 68%

25-30 year olds: 84%

65+ year olds: 46%


% of people in each regional area who use Facebook

Urban: 73%

Suburban: 69%

Rural: 66%


% of people, by educational level, who use Facebook

61% of people with high school education or less

75% of those with some college education

74% of those with more than college education


% of people, by income, who use Facebook

69% of people making less than $30k per year

72% of people making $30k-$74,999k per year

74% of people making $75k + per year


Instagram

Having turned 10 years old in 2020, Instagram usage has climbed to over 1 billion. The photo and video-dominant platform is more popular among younger users, with 13.9 percent of global active Instagram users being women between the ages of 18 and 24 years, according to Statistica. More than half of the global Instagram population worldwide is aged 34 years or younger.


% of people, by gender, who use Instagram

43% of women use Instagram

31% of men use Instagram


% of people, by age group, who use who use Instagram

13-17 year olds: 72%

30-49 year olds: 47%

18-29 year olds: 67%

50-64 year olds: 23%

65+ year olds: 8%


% of people in each regional area who use Instagram

Urban: 46%

Suburban: 35%

Rural: 21%


% of people, by educational level, who use Instagram

33% of people with high school education or less

37% of those with some college education

43% of those with more than college education


% of people, by income, who use Instagram

35% of people making less than $30k per year

39% of people making $30k-$74,999k per year

42% of people making $75k + per year


YouTube

YouTube is the world’s largest online video platform with over 2 billion monthly logged-in users. users in 2020. With ads that appear at intervals for users without a premium subscription, YouTube’s brand engagement conversion rate sits at about 70%. Over 44% of all internet users use YouTube each day, with men using the platform more than women. And as of October 2020, most popular YouTube channels based on monthly views were music and children’s content.


% of people, by gender, who use YouTube

68% of women use YouTube

78% of men use YouTube


% of people, by age group, who use YouTube

18-24 year olds: 90%

30-49 year olds: 87%

25-30 year olds: 93%

50-64 year olds: 70%

65+ year olds: 38%


% of people in each regional area who use YouTube

Urban: 77%

Suburban: 74%

Rural: 64%


% of people, by educational level, who use YouTube

64% of people with high school education or less

79% of those with some college education

80% of those with more than college education


% of people, by income, who use YouTube

68% of people making less than $30k per year

75% of people making $30k-$74,999k per year

83% of people making $75k + per year


Twitter

Strict rules irritated some users leading to a decline from 330 million to approximately 315 million from 2019 – 2020. Still, at 22% adult usage in the US, Twitter users love discovering new content. That makes it a great place for timely information like events about to happen (or in progress), customer service updates, and popular news. Its demographics have deeper pockets and tend to be socially well connected.


% of people, by gender, who use Twitter

21% of women use Twitter

24% of men use Twitter


% of people, by age group, who use Twitter

13-17 year olds: 32%

30-49 year olds: 26%

18-29 year olds: 38%

50-64 year olds: 17%

65+ year olds: 7%


% of people in each regional area who use Twitter

Urban: 26%

Suburban: 22%

Rural: 13%


% of people, by educational level, who use Twitter

13% of people with high school education or less

24% of those with some college education

32% of those with more than college education


% of people, by income, who use Twitter

20% of people making less than $30k per year

20% of people making $30k-$74,999k per year

32% of people making $75k + per year


LinkedIn

With its mission to “connect the world’s professionals to make them more productive and successful”, LinkedIn is a professional networking platform with over 722 million registered users worldwide. However, 70% of users are from outside the US. LinkedIn is also one of the top places to find Senior-level influencers with decision-making authority.


According to a 2016 post on LinkedIn’s Marketing Solutions blog, 80% of B2B marketing leads from social media come through LinkedIn. If you’re trying to drive B2B traffic to your blog or website, take note! Even though LinkedIn, Facebook, and Twitter collectively drive 90% of social traffic to B2B sites and blogs, more than half of that traffic comes straight from LinkedIn as of May 2019.


% of people, by gender, who use LinkedIn

24% of women use LinkedIn

29% of men use LinkedIn


% of people, by age group, who use LinkedIn

18-29 year olds: 28%

30-49 year olds: 37%

50-64 year olds: 24%

65+ year olds: 11%


% of people in each regional area who use LinkedIn

Urban: 33%

Suburban: 30%

Rural: 10%


% of people, by educational level, who use LinkedIn

9% of people with high school education or less

26% of those with some college education

51% of those with more than college education


% of people, by income, who use LinkedIn

10% of people making less than $30k per year

26% of people making $30k-$74,999k per year

49% of people making $75k + per year


Pinterest

Did you know that Pinterest started off as an invitation-only platform? Me either! But since it’s debut in 2009, it’s been the fastest site in history to reach 10 million unique monthly visitors and high user engagement metrics. Pinterest has over 300 million worldwide users, a visual-first focus, and an audience that skews heavily female. This makes this social platform ideal for designers, creators, or any business that has great visuals to showcase products or to share inspirational or aspirational content--especially to women!


% of people, by gender, who use Pinterest

42% of women use Pinterest

15% of men use Pinterest


% of people, by age group, who use Pinterest

18-29 year olds: 34%

30-49 year olds: 35%

50-64 year olds: 27%

65+ year olds: 15%


% of people in each regional area who use Pinterest

Urban: 30%

Suburban: 30%

Rural: 26%


% of people, by educational level, who use Pinterest

19% of people with high school education or less

32% of those with some college education

38% of those with more than college education


% of people, by income, who use Pinterest

18% of people making less than $30k per year

27% of people making $30k-$74,999k per year

41% of people making $75k + per year


Building relationships with social media content takes time and effort!

So stop stretching yourself and your business by needlessly managing too many social media accounts. Use data to determine where your ideal customers spend the most time, and focus your efforts on growing engagement there.




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MPower Content          mthompson@mpowercontent.com