With extra social media platforms than ever earlier than to select from, manufacturers are confronted with a troublesome query: which of them are proper for me? Fairly than make use of the “spray and pray” technique, figuring out which social media platforms your prospects use is an efficient approach to join together with your audience the place they’re at. In response to the newest Sprout Social Index™, Fb, YouTube and Instagram are the highest social media platforms customers will use within the subsequent 12 months.
Within the eyes of the buyer, all social platforms will not be created equal. Their social platform preferences differ based mostly on components like age and curiosity—and even then there’s no assure the platform of their alternative is the place they like to interact with manufacturers.
However that is simply the tip of the iceberg. From the rise of short-form video to the evolution of social messaging apps within the buyer expertise, the digital panorama is altering. Maintaining with platforms, new and previous, is essential if you wish to appeal to new followers, and join with present ones. On this article, we’ll share the need-to-know stats—together with our analysis from the Sprout Social Index™—and insights about among the hottest social media platforms that will help you decide which of them to prioritize in your technique.
15+ of the highest social media platforms to spice up your technique
- Fb
- TikTok
- YouTube
- Twitch
- Google My Enterprise
- Yelp
- Tumblr
- TripAdvisor
- Snapchat
- Platform to Watch: BeReal
1. Fb
Key Stats:
- Month-to-month world lively customers: Practically three billion
- US customers: Over 179 million
- Common time spent per day (US): half-hour
- Largest age group: 25-34 12 months olds
- Who ought to use it: Brick and mortar small companies (suppose: native occasions and critiques) and nonprofits (suppose: fundraisers) are two industries that stand out on Fb. It’s additionally helpful for creating completely different curiosity teams, customer support and social promoting.
Why you ought to be on Fb
Reigning as the preferred social platform by month-to-month lively customers worldwide, Fb is one community companies can’t afford to disregard of their digital technique. In response to the Sprout Social Index™, 71% of customers and 65% of entrepreneurs plan on utilizing this platform essentially the most within the subsequent 12 months.
For manufacturers seeking to improve their attain and develop their enterprise, there’s probability their subsequent buyer is on Fb. Paid social adverts attain these prospects—actually, greater than 1 / 4 of all digital advert spending goes in direction of Fb.
Fb messaging and critiques are additionally essential customer support and social media instruments. Contemplating 60% of customers say they use Fb essentially the most for customer support, it’s a key platform to fulfill your prospects the place they’re at. Including a Fb chatbot by means of a instrument like Sprout Social can increase your conversational social messaging and responsiveness.
2. WhatsApp
Key Stats:
- Month-to-month world distinctive lively customers: Over two billion
- US customers: Over 68.1 million
- Common time spent per day: 28 minutes
- Largest age group: 26-35 12 months olds
- Who ought to use it: Direct-to-consumer manufacturers like retailers and even monetary providers can profit from providing customer support to a global viewers.
Why you ought to be on WhatsApp
WhatsApp is the hottest world messaging app. For manufacturers, WhatsApp presents a chance to personally join with prospects all around the world, offering well timed assist and real-time enterprise updates. And making customized interactions simpler issues—70% of individuals say they anticipate conversational experiences with manufacturers on social, and 60% of manufacturers say DM-ing performs a task of their buyer care technique. With a instrument like Sprout, entrepreneurs can effectively handle their WhatsApp DMs alongside all different social media messages to make sure no buyer will get left behind.
For those who’re questioning the way to use Whatsapp for enterprise, there are a lot of choices; from customary buyer care to inventive advertising and marketing. For instance, Dior just lately launched a marketing campaign utilizing Whatsapp to host unique conversations with world influencer, Jisoo.
Me utilizing Dior whatsapp marketing campaign to textual content Jisoo and say how a lot I like her, in addition to feeling glad I obtain movies from her 🤍🙌🏻 thank u @Dior ✨ pic.twitter.com/kaDSHcngmT
— L 🤍 (@effxrpink) Could 7, 2022
3. TikTok
Key Stats:
Why you ought to be on TikTok
Recognized for less-polished, meme-y quick movies, TikTok dominates as one of many platforms US customers spend essentially the most time on, and it’s not the brand new child on the block. With 38% of customers anticipating it to be one of many platforms they use essentially the most this 12 months, it’s time to offer TikTok advertising and marketing a strive.
Displaying up with genuine content material on TikTok can construct belief with customers on the platform—73% of customers really feel a deeper connection to manufacturers they work together with on TikTok vs different platforms. Contemplating practically half of customers say TikTok helped them make buy choices, that belief can go a great distance.
TikTok developments can encourage different social content material—on the app or on different platforms—and assist entrepreneurs perceive what subjects are related to youthful customers. And whereas TikTok stays a core platform to achieve Gen Z, the app has aged up, making it attainable to achieve a extra cross-generational viewers, too.
4. Instagram
Key Stats:
Month-to-month world lively customers: Over two billion
US customers: Over 159 million
Common time spent per day (within the US): half-hour
Largest age group: 25-34 12 months olds
Who ought to use it: Journey, magnificence, trend and well being/health are likely to do properly on Instagram. In case your model is all-in on influencer advertising and marketing, posting user-generated content material and utilizing short-form video, Instagram is essential.
Why you ought to be on Instagram
Instagram is without doubt one of the most generally used platforms amongst US adults, and 49% of customers anticipate it to be the platform they use most this 12 months. Because the desire for short-form video will increase, manufacturers must spend money on platforms like Instagram the place this content material is king. Instagram can also be a key place to faucet for influencer or creator collaborations—which is particularly impactful for Gen Z and Millennial audiences.
The convenience of Instagram purchasing has additionally made the platform a purchasing hub. With 70% of buyers seeking to the platform for his or her subsequent buy, leveraging this function will help you join with prospects whereas making gross sales. Shoppers are additionally sliding into DMs with questions and suggestions, making Instagram a useful element of your customer support.
5. YouTube
Key Stats:
- Month-to-month world lively customers: Over two billion
- US customers: 240 million
- Common time spent per day (within the US): 45.6 minutes
- Largest age group: 15-35 12 months olds
- Who ought to use it: The industries with the strongest influencer media worth on YouTube are tech, gaming, meals and beverage, magnificence and trend. And because the second largest search engine on the planet, YouTube content material can broaden your attain past the platform.
Why you ought to be on YouTube
YouTube is a perfect platform for manufacturers seeking to attain and interact with their viewers—each in-platform and in Google search. With the addition of YouTube Shorts, the platform has saved up with the instances by including a short-form video feed—a format customers discover 2.5 instances extra partaking than long-form.
Of all of the social platforms, YouTube is the place folks spend essentially the most common time per day, second solely behind TikTok. In reality, whereas 51% of customers plan on YouTube being considered one of their top-used platforms this 12 months, solely 35% of entrepreneurs say the identical. Leisure is a content material issue, however you can even function merchandise in visually-appealing methods. Chipotle makes use of their channel for brief movies and celeb options, however additionally they function easy movies highlighting new dishes.
6. Twitch
Key Stats:
Why you ought to be on Twitch
In response to the 2022 Sprout Social Index™, 37% of customers suppose stay video is essentially the most partaking sort of content material. Although Twitch is usually related to gaming, it’s rapidly turning into the go-to platform for all issues live-streaming. At any given time there are tens of millions of lively streamers on Twitch, making it a super platform for manufacturers seeking to goal youthful audiences like Millennials and Gen Z by means of stay video. HelloFresh, for instance, just lately began a six-episode collection of cooking challenges on Twitch known as “Unleash the Feast,” the place streamers might watch, take part by commenting, win prizes and extra.
7. Pinterest
Key Stats:
Why you ought to be on Pinterest
Pinterest is nice for recognizing rising developments and concentrating on area of interest audiences. It’s additionally customers’ go-to platform for inspiration and discovering new manufacturers—97% of high Pinterest searches are unbranded, and 85% of customers go to start out a undertaking, like planning for a marriage or a birthday. And whereas nearly all of their person base skews older, Gen Z customers are rising on the platform.
Take a look at how Complete Meals makes use of Pinterest for posts which are inspiring, visually-appealing and plug their merchandise in a pure method.
8. Twitter
Key Stats:
- Monetizable day by day lively customers: 237 million
- US customers: 76.9 million
- Common time spent per day: 34.8 minutes
- Largest age group: 18-29 12 months olds
- Who ought to use it: The jewellery business will get essentially the most engagement on Twitter, as does fast-moving shopper items, meals, drinks and residential. However larger training is an business that may uniquely profit from Twitter by creating completely different channels for the number of sports activities groups, areas of research and communities they cater to.
Why you ought to be on Twitter
Twitter is without doubt one of the high social media platforms for manufacturers maintaining with the newest developments and conversations that their audience cares about. Considered one of Twitter’s newer options, Twitter Areas, makes it attainable to have stay conversations together with your viewers which you could promote beforehand, and Tweet out later.
Twitter additionally allows manufacturers to obtain direct viewers suggestions and questions. And being responsive can construct your model’s picture—Twitter buyer care interactions result in a 58% higher perspective in direction of manufacturers. This makes the platform a robust place to gather shopper insights on the way to enhance merchandise, providers or social content material.
9. LinkedIn
Key Stats:
- Members worldwide: 830 million
- US customers: 190 million
- Common time spent per day: 34.8 minutes
- Largest age group: 25-34
- Who ought to use it: Nearly each enterprise can profit, however among the high industries they spotlight in a current report are tech & data, finance, healthcare, media & leisure, advertising and marketing & promoting, journey and hospitality, retail, shopper items and actual property.
Why you ought to be on LinkedIn
Whereas LinkedIn is usually related to B2B advertising and marketing, there are many the explanation why manufacturers ought to think about creating their LinkedIn technique. Because the world’s largest skilled community, it’s probably the greatest social media platforms for enterprise and for lead era; manufacturers are in a position to hyper-target their skilled viewers utilizing wealthy demographic knowledge and interest-based filtering. It’s additionally house to job seekers and buyers, making LinkedIn a useful useful resource for recruiting and establishing your employer branding technique to distinguish out of your opponents.
10. Reddit
Key Stats:
- Members worldwide: 430 million
- US customers: 221.19 million
- Common time spent per day: 34 minutes
- Largest age group within the US: 20-29
- Who ought to use it: Reddit is a superb place to construct group or be part of particular conversations. A number of the hottest Reddit subjects of 2021 have been cryptocurrency, gaming, sports activities, weddings, well being and health, food and drinks and films and TV.
Why you ought to be on Reddit
Reddit is without doubt one of the most trafficked social media websites, with billions of visits monthly and over 100,000 interest-based communities. It’s a platform identified for selling genuine connection, the place Redditors particularly search for and be part of conversations they will belief. Reddit is house to engaged communities crammed with individuals who share all types of pursuits. Even for those who don’t be part of the dialog, listening to what Redditors are saying results in useful insights that you should utilize to enhance your model’s product and providers.
11. Google My Enterprise
Key Stats:
- When in search of contact data, 64% of customers search for a enterprise’ Google My Enterprise web page.
Why you ought to be on Google My Enterprise
Whereas not a conventional social media app, Google My Enterprise is an equally necessary platform due to the position critiques play within the purchaser journey. Google reigns supreme as customers’ favourite overview website—63.6% of customers say they’re prone to examine Google critiques to analysis a enterprise.
Platforms like Google My Enterprise make it simple so that you can reply to buyer critiques as they arrive in, and rapidly deal with inaccuracies or misinformation. The power to watch suggestions immediately in Google My Enterprise helps you strengthen your model’s on-line popularity whereas offering prospects the context they should make knowledgeable choices.
12. Yelp
Key Stats:
Why you ought to be on Yelp
A web-based overview administration technique is a must have for any model that desires glad prospects and a shot at cultivating model advocacy. Yelp is particularly helpful for companies in industries like meals and beverage, native providers, nightlife and leisure. The critiques on Yelp go a great distance in influencing buyer sentiment towards a model—each constructive and unfavourable. And although nobody likes to be criticized, unfavourable critiques will help companies determine areas for enchancment and double down on their strengths. Plus, responsiveness helps—45% of customers say they’re extra prone to go to companies once they reply to dangerous critiques.
13. Tumblr
Key Stats:
Why you ought to be on Tumblr
Creativity by no means runs dry on Tumblr, the place there are over 518.7 million blogs publishing 12.8 million posts per day. Tumblr provides manufacturers a chance to flex their inventive muscle with a wide range of content material codecs from textual content posts to pictures to movies and even audio content material. It additionally provides manufacturers the facility to achieve their supposed viewers, concentrating on customers based mostly on demographic data like location and curiosity. What’s extra—Tumblr’s recognition is on the rise with the youthful era. Gen-Z makes up a whopping 48% of the microblogging website’s viewers.
One of many newer massive model strikes on Tumblr was made by Disney+ to advertise the present, Loki. Capitalizing on the fandom communities Tumblr is thought for, they created the “Tomblr” web page the place star of the present, Tom Hiddleston, took the wheel to reply fan questions.
14. TripAdvisor
Key Stats:
- Common month-to-month distinctive guests: 463 million
- Whole critiques: Over one billion
- Visitors from the US: 68% of all site visitors in Could 2022
- Who ought to use it: For those who’re within the tourism business, from lodging and transportation to vacation spot experiences, Tripadvisor is a vital platform to be on.
Why you ought to be on Tripadvisor
For journey and hospitality manufacturers, few overview websites are extra necessary than Tripadvisor. It’s some of the in style journey overview web sites within the US, and about 12% of bookings for inns or non-public lodging by US customers are achieved by means of Tripadvisor. In different phrases, the overview website represents the final probability a enterprise has to persuade vacationers to decide on their providers over a competitor.
When manufacturers preserve their Tripadvisor profile, they’re higher positioned to supply vacationers the small print they should make knowledgeable choices. And as journey continues to climb—and face challenges—now could be the time for manufacturers to revisit and revive their Tripadvisor technique.
15. Snapchat
Key Stats:
- Day by day lively customers: 300+ million (as of Q1 2022)
- US customers: 87.3 million
- Common time spent per day: half-hour
- Largest age group: 15-25 12 months olds
- Who ought to use it: Companies that maintain in-person occasions or experiences can profit from utilizing custom-made geofilters or AR results on Snapchat.
Why you ought to be on Snapchat (H3)
Whereas it might not have a flashy, “billion-with-a-B” lively customers like different apps do, Snapchat generally is a helpful platform in case your viewers is especially Gen Z. And with day by day lively customers rising by 18% 12 months over 12 months, the platform’s recognition isn’t really fizzling out with youthful crowds.
Snapchat has additionally leaned into augmented actuality past filters by providing simple AR purchasing. Contemplating that 92% of Gen Z is inquisitive about AR purchasing experiences, Snapchat may very well be a robust platform to amplify your merchandise to this viewers. Whereas 19% of customers say Snapchat might be one of many platforms they use essentially the most this 12 months, solely 9% of entrepreneurs say the identical. Which factors to a spot that your model might fill.
16. WeChat
Key Stats:
- Month-to-month lively customers: Over one billion—principally communities talking Chinese language languages
- US customers: 1.48 million
- Common time spent per day: 82 minutes
- Largest age group: 22% of customers in China are between 31 and 40. One other 22.7% are 51+
- Who ought to use it: Manufacturers with a global presence and goal audiences who converse Chinese language languages.
Why you ought to be on WeChat
Half messaging app, half fee app, half life-style platform, WeChat’s social commerce integrations and excessive message capability have made it a component of on a regular basis life for customers—particularly these in China. On the social connection aspect, WeChat customers ship greater than 45 billion messages each day. And on the monetary aspect, WeChat is a chief of cellular funds in China. Customers are in a position to do the whole lot from reserving and paying for medical appointments, to reserving taxis and tables at eating places. WeChat’s many app integrations make it simple to observe Official Accounts—mainly, enterprise profiles. In reality, practically 50% of customers observe 10-20 Official Accounts.
If a good portion of your viewers is in China or speaks Chinese language languages—together with Chinese language vacationers who’re driving adoption of WeChat world wide—WeChat is a primary platform to attach with them.
17. Platform to look at: BeReal
Key Stats:
- Whole world installs: 10.7 million
- Month-to-month visits: Over 5 million
- Largest age group: Gen Z
- Who ought to use it: That has but to be decided. However if you wish to experiment with genuine content material and get in on the bottom flooring of a brand new platform, begin experimenting on BeReal.
Why it’s best to control BeReal (H3)
BeReal is without doubt one of the new social media platforms rapidly gaining consideration. Referred to as the “anti-Instagram,” the purpose of BeReal is to function extra genuine content material with zero polish. The app gives you only a two-minute window every day to submit, throughout which you’ll take and publish an unedited picture that options each a front-facing and back-facing view.
The platform noticed a 390% improve in downloads in Q1 of this 12 months vs This fall of 2021. However it’s nonetheless early phases, leaning extra into human connections than model accounts and, on high of that, prohibits promoting. But, Chipotle is a stand-out model that has discovered inventive—and profitable—methods to make use of it, even with a tiny following in comparison with their different channels.
Which social media platforms are your viewers members on?
To construct buyer relationships that final, you first must determine the place your viewers lives on-line. However figuring out which social media platforms your prospects frequent is simply half the battle. You additionally want to grasp what makes every social media website tick and the foundations of engagement.
To successfully set benchmarks for your self on varied social media platforms, take a look at our social media benchmarks by business useful resource for the info and insights it’s essential inform your social technique immediately.
