So, you’re questioning if Facebook is still relevant to your marketing strategy.
Well, let’s dive in.
According to the latest findings from Pew Research, Facebook continues to see the most daily usage compared to other popular social platforms. This is despite seemingly losing some of its shine as the leading social platform of choice.
For its 2021 social media usage survey, Pew interviewed 1,502 US adults about their social media habits. This provides an overview of key trends or shifts in social media platform adoption or usage. Social media as a whole (given the events of the last 12 months) has been impacted significantly, with most platforms seeing a rise in usage.
Still, Pew’s data reveals that the big players in social media remain in charge, even with other apps gaining some ground.
While Facebook’s usage share hasn’t changed since Pew’s last update, YouTube has gone up 8%. Reddit adoption has also increased 7% among survey participants. This underlines the rising potential of Reddit, which has gone to significant effort to clean-up its platform and improve its mainstream appeal. It has also expanded its view into revenue opportunities.
What does this mean for your business? If you haven’t considered Reddit in your brand planning, it may well be worth a look. It’s still not seeing the same level of overall adoption as the other major social apps, but it is rising, and it could be worthy of consideration.
Not surprisingly, Pew’s data also shows that 40% of US adults are using Instagram and around 30% are on Pinterest and LinkedIn. The newest of social platforms, TikTok, is now being used by 21% of the population.
Pew notes that Snapchat and TikTok are very popular among younger user groups
If you’re looking to connect with younger audiences, these are the apps you need to be exploring. On the other hand, Facebook and YouTube have the greatest reach to mature populations.
So, the moral of the story is that while there’s been some speculation about Facebook losing ground to other apps, as it becomes “less cool” and “less fresh”, Pew’s data shows that it still sees the most daily usage, beating both Instagram and Snapchat in daily users. What does that mean for your brand? More reach.
If you get a chance, you can read Pew Research’s full “Social Media Use in 2021” report here.