Instagram is the third most popular social media network, and more than half of its users follow brands. Yet fully 45% of marketers ignore the network entirely, despite social media demographics data. What gives?!
Instagram isn’t the only network where we marketers are woefully out of sync with our audiences. For instance, marketers turn to Twitter and LinkedIn at far greater rates than their audiences, while often ignoring trickier-to-use crowd favorites like Reddit or Pinterest. Too often, marketers invest time and resources in the wrong places — getting very little in return while missing big opportunities.
The challenge of finding your audience among today’s 2.79 billion active social media users is compounded by the fact that over half of social media users are active on only one or two sites — and never even touch the others.
None of this is to say that you should give up on Twitter, Pinterest, or any single site for that matter. The key to getting in sync with your social audience is all about listening and paying attention. Every social network attracts its own unique audience (or “social tribe”) and every tribe has its own social media demographics, idiosyncrasies, and communication styles. Finding and connecting with your tribe requires in-depth listening, understanding, and highly personalized interactions.
Luckily, we’ve started the work for you. We conducted an in-depth investigation into the social media demographics behind the eight most popular networks: Facebook, YouTube, Instagram, Twitter, Reddit, Snapchat, Pinterest, and LinkedIn.
What we found was illuminating, to say the least! Here are a few of the more surprising tidbits we learned about our favorite social media networks:
- Known for its gamer forums and offbeat communities, Reddit also attracts a diverse group of people looking to speak candidly about lots of issues — including employment opportunities.
- The number of advertisers on Instagram has doubled in the past six months, which makes sense since Instagram is also the most brand-friendly of all the networks.. If you’re not using this powerful ad platform, it’s time to start!
- Only 7% of Twitter users actually tweet, making it a better network for spreading awareness than increasing engagement.
- YouTube reaches more 18-49 year olds than any single cable network in the U.S. — wow!
Do you know where your audience is hanging out on social media? Find out with our free social media demographics ebook.