19 Apr Where to Post on Social Media in 2021
One of the very first questions we ask businesses is who is your target audience. Not just who’s buying your product or service, but of those groups which do you want to attract more of? These answers direct our suggestions for social media sites to use for both organic and paid posts.
A new Pew Research Center survey of US adults measured what percent of adults use social media regularly and which apps they use specifically. While some platforms experienced more growth than others, the overall usages of social media remained steady with seven out of ten Americans saying they have used social media.
YouTube and Facebook remain at the top of the list for usage far above any of their competitors. Their survey revealed 81% of respondents have used YouTube and 69% have used Facebook at some point. Instagram is a distant third at 40%.
Who’s On First
As expected younger age groups are more likely to use Instagram, Snapchat, and TikTok while older age groups (over 65) are more likely to use Facebook. That doesn’t mean younger people aren’t on Facebook, though. Still 70% of 18-29-year-olds use the platform along with 77% of 30-49-year-olds and 73% of 50-64-year-olds.
The study didn’t just look at age groups. They also found some platforms experienced more usage by certain races and ethnic groups. For instance, Hispanic and Black Americans are more likely to use Instagram and WhatsApp than White Americans. Men are more likely to use Reddit than women, while women are more likely to use Pinterest and Instagram.
Importance of the Data
Knowing who is most likely to spend time on which social media channel is important not just because of targeting, but because of content. Certain wording and images resonate with specific groups of people. Knowing who you’re targeting allows you to create the most engaging content for them, which means your business moves to top of mind.
We recently presented a Lunch & Learn to a local Chamber of Commerce focused on who’s on which platform and what kind of content they expect. You can watch the video on YouTube. If you’re like to learn more about the best places to promote your business online, email us for a consultation.