Increasing Use And Popularity Of The Social Media Tools Among People


Social networks are now so well established, that there is a core 'top five' social networks that don't change much from year-to-year. But, as we'll see in this post, the most popular social media sites vary a lot by level of usage in different countries and demographics. Understanding these differences in popularity of different social networks is really important when targeting specific audiences. When comparing the most popular social networks it's best to review them by active account usage, not just the number of user accounts. We'll also see in this summary that some social networks are growing more rapidly than others while some are now in decline.

Facebook, the largest social media platform in the world, has 2.4 billion users. Other social media platforms including Youtube and Whatsapp also have more than one billion users each. 

These numbers are huge – there are 7.7 billion people in the world, with 3.5 billion of us online. This means social media platforms are used by one-in-three people in the world, and more than two-thirds of all internet users. 

Social media has changed the world. The rapid and vast adoption of these technologies is changing how we find partners, how we access information from the news, and how we organize to demand political change.

The first social media site to reach a million monthly active users was MySpace –it achieved this milestone around 2004. This is arguably the beginning of social media as we know it.In the interactive chart below we plot monthly active users, by platform, since 2004.

This chart shows that there are some large social media sites that have been around for ten or more years, such as Facebook, YouTube and Reddit; but other large sites are much newer. 

TikTok, for example, launched in September 2016 and by mid-2018 it had already reached half a billion users. To put this in perspective: TikTok gained on average about 20 million new users per month over this period.
The data also shows rapid changes in the opposite direction. Once-dominant platforms have disappeared. In 2008, Hi5, MySpace and Friendster were close competitors to Facebook, yet by 2012 they had virtually no share of the market. The case of MySpace is remarkable considering that in 2006 it temporarily surpassed Google as the most visited website in the US.
Most of the social media platforms that survived the last decade have shifted significantly in what they offer users. Twitter, for example, didn’t allow users to upload videos or images in the beginning. Since 2011 this is possible and today more than 50% of the content viewed on Twitter includes images and videos.



Each year, near the start of the year, We Are Social update their massive global compendium of stats which gives some great insights into the world of social media. It's a great download for presentations. It's particularly interesting how far some countries are diverging in terms of social media use, and surprising that Western Countries are actually lagging a fair way behind in adoption rates.







With Facebook having the most daily active users compared to other social networks it's important to know how your content may potentially perform and what features to use to optimize the reach of content. There is an 8% average post reach vs page like (down by 2.7% year-on-year) and 27.1% average paid post reach vs total reach. Facebook is a great social platform for organic and paid opportunities with a huge potential reach, although recent algorithm updates have seen organic opportunities to decline. It is now more important than ever to target Facebook content to business personas to gain quality leads.



A new 2019 Children and parents: media use and attitudes report also published by OfCom (UK) is interesting if your business is involved in marketing to children or youth markets or you want to understand future adult use of social media. It highlights the continuing decline of Facebook use by younger demographics with 12-15 year old with a Facebook profile decreasing from 40% in in 2017 to 31% in 2018. Instagram increased from 14% to 23% in the same period with Snapchat fixed at 31%.

Here's a snapshot of two of the four age groups featured.



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