GLInsights: Social Media Usage

GLInsights: Your dose of marketing insights from our industry experts

How did you find this week’s GLInsights? Chances are, you were directed here from our Facebook page, which leads to what we’re talking about this week- all things social! As of December 2016, 2.8 billion people were using social media and the numbers are constantly growing. The foundation of running any social campaign is understanding the primary demographic and use for each platform. Since the popularity of platforms changes fairly frequently, we turned to our employees for their preferences and predictions on social media. Take a look at what they said:

How often do you check social media sites?

Graph: Hourly 25.8% (8), Daily 67.74% (21), weekly 3.23% (1), Rarely 3.23% (1)

Key Point

Nearly 68% of our surveyed employees check social media daily and almost 26% check it hourly.

Analysis

Americans collectively check their smartphones around 8 billion times per day. With social apps available on smartphones, constantly checking social media sites is even simpler. Almost all of our employees check social media daily (if not hourly) to stay up-to-date on trends, connect with friends and family, or learn about companies products and services.

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Which social platform do you think is the most influential for businesses?

Facebook 66.67% (20), LinkedIn 23.3% (7), Twitter 3.33% (1), Instagram 3.33% (1), YouTube 3.33% (1)

Key Point

Almost 67% of surveyed employees believe Facebook is the most influential social platform for businesses.

Analysis

All of our surveyed employees have a Facebook page, so it’s no wonder they believe it to be the most influential for businesses. It remains the most-used social media site among all ages, used by 64 percent of Americans ages 12 and up. Facebook on average currently has 1.65 billion monthly active users and 1.09 billion daily active users, which offers a great opportunity for companies to engage with their consumers online. Currently, 50 million businesses use Facebook pages to promote their products. Nearly one-third of Facebook users engage with brands regularly, making Facebook a highly influential platform for businesses to utilize.

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Which social platform do you think is the most up-and-coming?

Instagram 40% (12), Snapchat 36.7% (11), Facebook 6.7% (2), Twitter 6.7% (2) LinkedIn 3.3% (1), Pinterest 3.3% (1), YouTube 3.3% (1)

Key Point

Of our surveyed employees, 40% believe Instagram is the most up-and-coming social platform.

Analysis

Though it is only five years old, Instagram is one of the five most-used apps and it continues to grow at a fast pace. With 400 million active monthly users collectively sharing 80 million photos per day, companies are able to inform its audience by simply posting a photo or video. These numbers may seem common for a social platform; however, 60 percent of users say that they discover new products via Instagram and users are 2.5 times more likely to click on an ad on Instagram compared to any other social media platform. Also, it was recently announced that Instagram Stories have surpassed Snapchat in daily users. So if you’re not already utilizing Instagram’s features, you could be losing out on a huge part of your potential consumer base.

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Do you use your personal social media account(s) primarily to post information you want to share or to see what others are posting?

To see what others are saying 61.29% (19), It's about 50/50 38.7% (12), to post information 0% (0)

Key Point

Over 61% of surveyed employees use their personal social media accounts to see what others are saying.

Analysis

While many people use social media to stay in touch with friends and family, about 48 percent of Americans have interacted with companies on a social media platform. As our employees have stated, they use it mostly to see what others are saying, including companies. So having a strong presence on social can not only inform your audience, but lead them to purchase products and services online. We asked our employees which social platforms they used most and their top 3 were: Facebook, Instagram, and Twitter, so utilizing these three platforms interchangeably will help build brand recognition and lead to more online purchases.

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How often do you use social media tools to obtain information about products and services?

Frequently 25.81% (1), Sometimes 54.8% (17), Rarely 19.35% (6), never 0 (0)

Key Point

Nearly 55% of surveyed employees state that they at least sometimes use social media tools to obtain information about products and services, while almost 26% use it frequently.

Analysis

More than 80 percent of surveyed employees use social media tools to obtain information about products and services. With mobile phones being so accessible, social media apps have led to a 30 percent year-over-year increase in 2016. Social is expected to continue to grow, which makes it essential for companies to post great content across multiple platforms, as 41 percent of Americans say it’s important for companies to engage on social. 56 percent of Americans who have social media say that customer service via social media is extremely important to get questions and concerns addressed.

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