The social internet is big, noisy, and always in flux — which makes it really hard to know where your audience is spending their time and how to reach them there.
So, we've done the research for you. (You're welcome.)
In this deck, you'll learn:
- How to create your ideal social media mix
- The most up-to-date audience demographics from Facebook, Instragram, Twitter, Linkedin, etc.
- When to adopt new networks (and when to ignore)
- Where companies like yours spend time on social media (and where the missed opportunities are)
1. How to Find
Your Audience
on Social Media
Using Social Data to Determine
Your
Ideal Social Media Mix
2. Agenda
1. 2017 State of Social
2. The Great Divide
3. Social Network Snapshots
4. Industry Audience Breakdowns
5. Do you hear what we hear?
3. What is Tracx?
Tracx is the only deep listening platform that helps uncover insights, build
relationships, and drive revenue in the social economy.
#SocialMix | Intro
4. Who are we?
Robyn Showers
Director of Content &
Social Media, Tracx
Jenifer Kern
Chief Marketing Officer,
Tracx
#SocialMix | Intro
6. There are a lot of people on social
media.
2.79 billion
active social media users
74%
of the world’s
internet users
+21%
growth since last year
Worldwide as of Jan 2017, We Are Social
7. And they have a lot to say.
#SocialMix | State of Social
IN A SOCIAL MEDIA
MINUTE…
• 1,300 blog posts
• 56,000 Instagram posts
• 360,000 tweets
• 1.7 million Facebook posts
• 2 million YouTube video views
8. But they’re not all talking on every
platform.
Source: Pew
One Site Two Sites Three Sites Four Sites Five Sites
% OF INTERNET USERS WHO USE THE FOLLOWING
NUMBER OF SOCIAL NETWORKING SITES
28%
24%
16%
8%
4%
Many people
are only active
on one or two
networks.
9. Besides Facebook, social media usage
is scattered and diverse.
Use Twitter Use
Instagram
Use
Pinterest
Use
LinkedIn
Use
Facebook
% of Twitter users
who…
-- 65% 48% 54% 93%
% of Instagram users
who…
49% -- 54% 48% 95%
% of Pinterest users
who…
38% 57% -- 41% 92%
% of LinkedIn users
who…
45% 53% 43% -- 89%
#SocialMix | State of Social
11. There’s a mismatch between companies
and consumers.
Social Media
Network
% Companies
Using Network
1 Facebook 96%
2 Twitter 71%
3 YouTube 61%
4 LinkedIn 60%
5 Instagram 55%
6 Google + 47%
7 Pinterest 34%
8 Reddit 7%
9 Tumblr 14%
10 Flickr 12%
Sources: Clutch, WeAreSocial
Where Companies Are
12. There’s a mismatch between companies
and consumers.
Social Media
Network
% Companies
Using Network
1 Facebook 96%
2 Twitter 71%
3 YouTube 61%
4 LinkedIn 60%
5 Instagram 55%
6 Google + 47%
7 Pinterest 34%
8 Reddit 7%
9 Tumblr 14%
10 Flickr 12%
Sources: Clutch, WeAreSocial
Where Companies Are
Social Media
Network
Avg. Unique
Monthly Users
1 Facebook 1.87 billion
2 YouTube 1 billion
3 Instagram 600 million
4 Tumblr 550 million
5 Twitter 317 million
6 Sina Weibo 297 million
7 Pinterest 150 million
8 LinkedIn 106 million
9 VKontakte 90 million
10 Reddit 85 million
Where Consumers Are
14. Facebook
• Most popular social network by a
landslide
• Leans slightly more female
• Best place to reach Gen X & older
millennials
• Highest engagement
Top Challenge: Volume of Data
#SocialMix | Social Network Snapshots
15. YouTube
• Second most-popular network
• Better than TV
• Male-friendly
• Great for how-to content
• Search + social
Top Challenge: Video Production
#SocialMix | Social Network Snapshots
16. Instagram
• Fastest-growing social network
• Master of mobile
• Female friendly
• Millennials & teens
• Uptick in rural users
• Brand-friendly
Top Challenge: Influencer Marketing
#SocialMix | Social Network Snapshots
17. Twitter
• Easy to monitor
• Social media power users
• Male-dominated
• Low engagement
Top Challenge: Brand over-reliance
#SocialMix | Social Network Snapshots
18. Pinterest
• Girl power
• Fashion, food, and inspiration
• Ecommerce
• Evergreen, search alternative
Top Challenge: Identifying trends
#SocialMix | Social Network Snapshots
19. LinkedIn
• More popular than Twitter
• Well-educated & high-income
• Males more active than females
• Less likely to use other social
networks
• Reach 30+ crowd
Top Challenge: Utilizing groups and
influencers
#SocialMix | Social Network Snapshots
20. Reddit
• Young & male
• Quick & knowledgeable feedback
• Quirky, niche audiences
• Market research
• Casual, conversational
Top Challenge: Pinpointing relevant
conversations
#SocialMix | Social Network Snapshots
22. Gaming
Top 10 Networks
1. Instagram
2. Twitter
3. YouTube
4. Forum
5. Reddit
6. Google+
7. Blog
8. Facebook Page
9. Vkontakte
10.Retail
#SocialMix | Industry Breakdowns
23. Banking & Finance
Top 10 Networks
1. Twitter
2. Blog
3. News
4. Facebook
5. Instagram
6. Retail
7. Google+
8. YouTube
9. Forum
10.Flickr
#SocialMix | Industry Breakdowns
24. Film & Media
Top 10 Networks
1. Instagram
2. Twitter
3. Facebook
4. YouTube
5. Blog
6. Google+
7. Forum
8. Reddit
9. News
10.Flickr
#SocialMix | Industry Breakdowns
25. Consumer Packaged
Goods
Top 10 Networks
1. Twitter
2. Instagram
3. Facebook
4. Blog
5. News
6. YouTube
7. Google+
8. Forum
9. Retail
10.Reddit
#SocialMix | Industry Breakdowns
26. Retail
Top 10 Networks
1. Twitter
2. Instagram
3. Facebook
4. Flickr
5. Forum
6. Blog
7. YouTube
8. Reddit
9. Google+
10.Retail
#SocialMix | Industry Breakdowns
28. Eliminate blind spots with Tracx.
Complete
owned, earned
and paid
14 major
social
networks
covered
300 M+ blogs,
news, forums
& review sites
Access
to the full
conversation
#SocialMix
2x better coverage
than the leading competitor