Thinking About Adding A New Platform To Your Social Media Mix?


There are many things to consider when deciding to add a new platform to your social media mix; audience, time commitment, ROI to name just a few. Below we recap some key insights, demographics, and usage recommendations to help guide your decision.





FACEBOOK

DEMOGRAPHICS

  • Users 25–34 years old are the largest demographic (26.3%)

  • 19.3% were male users between 25 and 34 years old and 13.1% were female users in the same age range. While Facebook users can be found at all ages, 72.8% are within the 18–44 years range

  • 32% of 12–34 year olds use Facebook the most

  • 86% of internet users with $100k+ income use Facebook

  • 98.3% of users accessed Facebook via any kind of mobile device and 79.9% of users only used mobile

  • 73% of U.S. Facebook users log in daily

  • The highest engagement days on Facebook are Tuesday, Wednesday, and Friday Saturday is the worst day for engagement

  • More than 1.4 billion people are using Facebook Groups every month

  • 81% of U.S. moms on social media use Facebook

  • Facebook is the world’s third most-visited website

  • More than half of American users check Facebook several times per day

  • The average user spends 38 minutes per day on Facebook

  • # of monthly active users: 2.7 billion

  • Gender: 44% female, 56% male


POSTING

  • Best time to post on Facebook: Tuesday, Wednesday, and Friday between 9 a.m.–1 p.m.

  • Best days: Tuesday, Wednesday Friday

  • Worst day: Saturday

TYPES OF CONTENT

  • Blog posts

  • Curated content

  • Guides

  • Photos

  • Videos

  • Video stories

  • Live videos (FB Live)

  • Infographics

  • Testimonials/reviews

  • Announcements

  • Contests


INSTAGRAM

DEMOGRAPHICS

  • Users 25–34 years old are the largest demographic (33.1%)

  • On average Instagram users engage most in the afternoon, particularly between 1:00 p.m. and 5:00 p.m.

  • Carousels get more organic interactions than both video and images on Instagram

  • 62% of Instagram users log in daily, while 42% of users check their account multiple times per day

  • Instagram is used by 25% of smartphone users

  • #Love is the most used hashtag on Instagram; it has been used more than 1.7 billion times

  • 9 in 10 people on Instagram follow a business account

  • 53% of U.S. moms on social media use Instagram

  • 500 million accounts view Instagram Stories every day

  • The average user spends 29 minutes per day on Instagram

  • # of monthly active users: 1 billion

  • Gender: 57% female, 43% male

POSTING

Best times to post on Instagram: Tuesday 11 a.m.–2 p.m., Monday through Friday 11 a.m.

Best day: Tuesday

Worst day: Sunday


TYPES OF CONTENT

  • In-feed video posts

  • Mixed media carousels

  • Short-Form Videos: (Reels + Stories)

  • Live videos

  • Images with minimal text; quotes, tips

  • Video testimonials

  • Influencer partnerships





TIKTOK

DEMOGRAPHICS

  • 1+ billion monthly active users

  • 138 million active users in the U.S.

  • Over 60% of users in the US are between the ages of 10 and 29

  • 21.7% of TikTok's active user accounts in the U.S. are 30-39

  • Nearly 60% of TikTok users are female

  • Nearly 70% of American teens have an active account

  • The majority of people use TikTok to find funny/entertaining content

  • TikTok ranks as the second-biggest app in consumer spend:

  • More than 63% of ads that showcase a product or message in the first three seconds get clicked on the most

  • Almost 50% of the best performing ads on TikTok strike an emotional chord

  • 33% of top-performing ads on TikTok have a speaker talking directly to the audience

  • TikTok showed a 10% better ad receptivity on average compared to other platforms


POSTING


TikTok recommends posting 3-5 times per week, similar to other social media platforms.

Maximum length of content is 60 seconds on the app, can be longer if you manually upload (up to 3 mins).



TYPES OF CONTENT

  • In-feed video posts


 

The Swell Co-Lab has been listed among the top Digital Marketing Agencies In Portland.