By Maija Daujate
(Image of the book-face by angelosaysdotcom.blogspot.com)
Situation on the social platforms is constantly changing. Therefore some stats and other facts may help you while choosing a social platform when starting your business.
Digital Marketing Review: Networks We Love
As AdAge reports, bout 25 million web pages on Facebook belong to small and medium businesses. There are about million advertisers in total. However, it turns out that the number of users on Facebook had reduced by 3% at the end of the last year. Facebook has engaged about 84% of internet users globally, but its popularity is melting. About 60% of Facebook account owners actively use their accounts. Hardly any site would be able to beat this record. The decline, while other social sites are flourishing, allows us to think that Facebook is slightly tired. Therefore it wishes to turn 25 million business pages into advertisers.
The same situation is with YouTube. It also has shrunk by 3%. But it still is in second place in the world and unites 60% of internet users of whom just 40% use accounts regularly. However we don’t know how many people not logging in actually use YouTube as a source of information and visit it daily.
In contrast, Instagram (in volume – one third of Facebook) – a site for sharing photos with a community – has grown surprisingly swiftly – by about 23%. Instagram unites 22% of internet users and half of account owners use it on a regular basis. Apparently, it is a norm if at least 40% of users are active. Of course, Instagram can try to attain the Facebook’s 60% level which still is the phenomenon on the social media landscape. In fact, Instagram belongs to Facebook, so transposition may happen due to the flow of customers from Facebook to Instagram.
Twitter has grown slowly by 2%. However, it comprises over 50% of the internet users market of whom more than 20% are active.
Another surprising fact: Reddit – the American site established in 2005 and publishing almost everything, starting with Obama’s comments and including weird and funny things – has grown by 13%. This is the second fastest growth result in the world. At present, Reddit accommodates just about 10% of world internet users and about 4% of them (presumably young Americans) use the site regularly. The fact that the owner of Reddit also owns Vogue and the New Yorker makes us think that Reddit might be a good place to research American consumers, if you wish to find new ideas or even new markets for business.
The third fastest growing site on the list is LinkedIn which has grown by 9%. The site has engaged 30% of users, 10% of whom actively use the page. LinkedIn became popular due to the business style. It is a place to find business partners and employees, and to manage your brand, because search engine optimization is sensitive to publications on LinkedIn. To make an impression to society you have to have 500 and more connections on Linkedin.
By the way, Google+ has grown by 6% and in terms of ownership and active usage has almost reached the volume of YouTube. This happened apparently due to the difference between Google+ and Facebook. As Forbes says, you can join Google+ as a brand, not just as a person. You can group by interests and organize discussions in what is a unique feature. In total, along with Google+ there are many Google platforms and all of them form a system where platforms support each other. This makes Google+ attractive for businesses.
Pinterest has approximately 18% of the world internet users, half of whom are active. It has grown by 6%, which is just average speed for a social site. As Forbes and Shopify report, orders gained from Pinterest are larger than from Facebook or Twitter. Activities on Pinterest have much longer impact. Every pin works about 2.5 – 3.5 months.
(Statistics from GlobalWebIndex data on SmartInsights.com)
Ad Age.com Digital Conference
As NYU Professor Scott Galloway says, there are two statistics which show the power of the social platform: the size of the community and the engagement rate, which comprises such factors as likes, comments and other engagement facts. Thus, Instagram, having 200 million users and 1.5% engagement rate, compared with Facebook’s 1.2 billion and 0.1% engagement rate, becomes the most powerful social platform in the world.
Another fact: Ad Age believe that Twitter is overvalued. This is based on an IBM analysis of commercial websites, the traffic they got from social media platforms and the percentage of the traffic that generated sales. Working with large enterprises IBM didn’t find any levels of conversions from the traffic which comes from Twitter.