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How To Choose The Right Social Media Channels For Your Business?


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There is a myriad of different social media channels today and it's very hard to find out which one is the best fit for you. Where should you focus your marketing efforts? This slideshow sums up the most recent user data for each one of them and helps you to select your main social media channels based on the audience you're aiming to reach.

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How To Choose The Right Social Media Channels For Your Business?

  1. 1. The Right Social Media Channels for your Business? YOUR DEMOGRAPHICS CHEAT SHEETS FOR 2016 How to choose
  2. 2. There are so many different social media channels today that the really big question always is: which one to choose? This slideshow is for you if you feel in a total decision paralysis and have no clue how to select one or several networks for your marketing strategy.
  3. 3. Facebook Instagram Facebook Twitter Vine Twitter Periscope YouTube Google+ Google Tumblr Yahoo! LinkedIn Slideshare LinkedInMicrosoft So let’s narrow down your choices based on the type of audiences you want to reach. Let’s take a closer look at each social media channel and its most dominant user demographic. Then, check if it fits with your business in terms of age, gender, income, education and geography. Snapchat Pinterest Quora
  4. 4. Facebook
  5. 5. GENERAL • Launched in February 2004 • 1.65 billion monthly active users • 1.09 billion daily active users • Spend on average 6 hrs / month • 5th most valuable public com- pany in the world ($321 billion) POPULAR TOPICS • Entertainment (music, TV shows) • Holidays and Events • Sports • Politics • News GREAT FOR • Any target group • Embedding all types of content incl. text, image and video posts • Brand fan pages • Facebook Ads precise targeting • Lead generation and sales • Engagement Facebook Users Millennials: 30% of users are 25-34 Balanced gender: 77% of US women and 66% of US men use the site Developed countries: in Europe, over 307 million people are on Facebook Worldwide: 38.6% of the online population use Facebook Across generations: 83% of parents on Facebook are friends with their children Mobile trend: 47% of users only access the platform through mobile Social Network Engaged: 70% of users use Facebook on a daily basis
  6. 6. GENERAL • Launched in October 2010 • 400 million monthly active users • Mobile application • Acquired by Facebook in April 2012 for $1 billion POPULAR TOPICS • Luxury • Lifestyle • Fashion • Design GREAT FOR • 15 seconds long videos • Photo filters and hashtags • Behind-the-scenes, informal, user-generated content • Privacy: Instagram does not claim ownership rights for its users’ content • Photos liked a lot being pushed on Facebook’s Timeline Instagram Users Millennials: 90% of users are younger than 35 years old Women-oriented: almost 70% of users are women Regional split: users are mainly from US, Russia, Brazil, Turkey and UK Worldwide: 75% of users are outside the United States Teens: 32% of US teens list Instagram as their most important social network Mobile OS: Evenly split between iPhone and Android owners Photo Sharing Engaged: over 60% of users log in daily, 2nd most engaged network after Facebook
  7. 7. Google
  8. 8. GENERAL • Founded in February 2005 • 1 billion monthly unique users • World’s 2nd largest search engine • Acquired by Google in November 2006 for $1.65 billion • Users spend 15 min / day on average POPULAR TOPICS • Entertainment • Music • Movies • Video games • Celebrities • Education GREAT FOR • Improving your SEO • Integrating with other Google services like Google+ • Engaging your audience: video content is more engaging than text or images alone Youtube Users Teens: used by almost 82% of US teens, aged 14-17 years old Balanced gender: equally split between men and women Worldwide: 80% of views are from outside of the US Men more engaged: men spend more time on YouTube to watch games and sports Millennials: used by 81% of US millennials Mobile-savvy: more than half of views come from mobile devices Video Sharing Millennials who like to use videos to make purchasing decisions
  9. 9. Google+ Users GENERAL • Launched in June 2011 • 150 million monthly active users (some experts say much less) • Belongs to Google, world’s biggest search engine • Has LinkedIn’s business menta- lity, Facebook’s usability and some news aspects of Twitter POPULAR TOPICS • Business • Technology • News GREAT FOR • Improving SEO • Tech focused businesses • Google Circles and Hangouts • Local businesses (Maps) • Integrations with other Google services like YouTube etc. • Traditional male brands: cars, football, gaming or tech Young adults: 42% of users are 18-24 years old Expertise-seeking: like to network with other experts in their field Men-oriented: 74% of users are men and just 26% women Interests: very tech- savvy and business- minded users English-speaking countries: most users are from USA, India, Brazil, UK and Canada Occupation: mainly students, developers, engineers, designers and photographers Low engagement: users spend on average 3:46 min on Google+ per visit Social Network
  10. 10. Twitter
  11. 11. Twitter Users GENERAL • Launched in July 2006 • 310 million monthly active users, of which 23 million are bots • 1.3 billion accounts, 44% of which have never ever sent a Tweet (low engagement) • IPO in November 2013 POPULAR TOPICS • Breaking news • Celebrities • Music, television, film • Software, internet, business GREAT FOR • Giving company news/updates • Providing customer service • Offering deals • Giving career and job information • Connecting with journalists and news outlets for PR • Connecting with experts from your field Mainly millennials: 46% of users are aged 18-34 years old Politicians: 83% of the world’s leaders are on Twitter Balanced gender: 54% of users are men and 46% are women Regional split: 50% of active users are from US, Japan, Indonesia, UK and Brazil Worldwide: 79% of accounts are held outside of the US Media: journalists make up 24.6% of verified accounts Very mobile-savvy: 83% of active users access the site via mobile Microblogging Site
  12. 12. Vine Users Teens: Vine is extremely popular with the 13-17 year olds Creatives: users who make videos with the goal to go viral Women-oriented: more users are girls than boys Musicians: like to share clips as Vine allows both video and sound Millennials: more than 50% of users are under 34 years old Ambitious: many users aspire to become online celebrities Video Sharing GENERAL • Founded in June 2012 • Launched in Jan 2013 • 200 million monthly active users • Mobile application • Acquired by Twitter in October 2012 for a reported $30 million, just before its official launch POPULAR TOPICS • Behind-the-scenes • Art • Music • Fun, sketch-comedy like stuff GREAT FOR • 6 seconds long video loops • Integration with Twitter • Product or service showcases ahead of the launch • Hosting contests and other user- generated content • Virality across Vine and Twitter Worldwide: most users are from US, Canada, UK, Ireland, Australia and India
  13. 13. Periscope Users GENERAL • Founded in February 2014 • Launched in March 2015 • 10 million registered accounts • 2 million daily active users • Mobile application • Acquired by Twitter in January 2015 for reportedly $50 million, before the official launch POPULAR TOPICS • Breaking news • Behind-the-scenes • Sneak preview • Travel, hobbies, food • Q&A style videos GREAT FOR • Live streaming or TV channel • Live streaming from GoPro • Real-time communication (competition: Facebook Live) • Celebrities and politicians • Integrations with Twitter Millennials: 41% of users are 16-24 and 75% are under 35 User types: journalist, citizen journalist, reviewer of products, ask me anything guy Men-oriented: 65% of users are men and 35% are women Engaged: users have created more than 200 million broadcasts to date Most users are from USA, Turkey and Brazil People looking to live- stream their lives Upwards trend: users watch a combined 110 years worth of video every single day Video Streaming
  14. 14. LinkedIn
  15. 15. Linkedin Users GENERAL • Launched in May 2003 • 106 million monthly active users • World’s largest professional network on the Internet • IPO in May 2011 • To be acquired by Microsoft in 2016 for $26.2 billion POPULAR TOPICS • Industry news • Career tips and inspiration • Productivity • Leadership • Trends, statistics GREAT FOR • B2B facing businesses • Sharing articles and expertise on your topic • Serious, fact-based content • Sharing more elaborate content as an attachment • Showcasing expertise Professionals: 61% of internet users aged 30- 64 use LinkedIn High disposable income: most users are experienced employees Balanced: 56% are men and 44% are women Well educated: 50% of college graduates use LinkedIn Worldwide: 70% of users are outside US. Other key countries are India, Brazil, UK, China. Occupation: mainly employees, also job seekers and students Curious: 67% of users consider themselves as “news junkies” Prof Networking
  16. 16. Slideshare Users GENERAL • Launched in October 2006 • 70 million monthly active users • Acquired by LinkedIn in 2012 for $118 million • One of the top 100 most-visited websites in the world POPULAR TOPICS • Business • Technology • Travel • Education • Health GREAT FOR • Improving SEO • Targeting SMEs, entrepreneurs and business owners • Lead generation • Visual content: presentations, infographics, documents, PDFs, videos and webinars • Showcasing your expertise Older age group: most of the users are 35-44 years old Hungry to learn: voted among world’s top 10 tools for e-learning More women- oriented: 60% of users are women Expertise-seeking: used to discover high- quality industry news, trends, research and statistics Global reach: 89% of its mobile app users are outside of the US Occupation: small business owners and micro-business owners Great for B2B: 41% of B2B marketers in North America use Slideshare Slide Sharing
  17. 17. Yahoo!
  18. 18. Tumblr Users GENERAL • Launched in February 2007 • 555 million monthly unique users • Users spend on average 2.5 hours / month on Tumblr • Acquired by Yahoo! in June 2013 for $1.1 billion POPULAR TOPICS • Entertainment, fun stuff • Movies, TV shows • Fashion, design, vintage • Art, DIY, photography • Celebrities, Online celebrities • Video games GREAT FOR • Fashion brands • Visual inspiration • Fast-paced, creative and entertaining content • Multimedia microblogging • Tumblr’s strong community • Sharing anything, even off-limits Millennials & younger: almost 50% of users are younger than 35 years old Engaged: on average users spend 34 min per visit Balanced gender: 52% of users are men and 48% are women Educated & high disposable income: almost 50% of users have a college education Worldwide: top 5 countries US (33% of users), Brazil, UK, Canada, Germany Growing: more popular with 13 to 35 year olds than Facebook College students: Especially popular among college students Microblogging
  19. 19. Privately Owned
  20. 20. Pinterest Users GENERAL • Launched March 2010 • 100 million monthly active users • 47% of users use it weekly • Valued at $11 billion POPULAR TOPICS • Lifestyle • Fashion • Hobby, Travel • Crafts, DIY • Design • Food, Health and Fitness GREAT FOR • E-commerce businesses • Visual industries like artists, photographers, designers • Sharing blog posts, images, visual quotes or videos • Infographics because of its long image format • Lead generation and referral traffic to your website Millennials & older: 67% of users are under 40 years old Well educated and with high disposable income Very women-oriented: 85% of users are women Householders: make 85% of all consumer purchases and are brand-loyal Largely US-oriented: Only 45% of users are from outside of the US Mothers: 50% of users have children Shoppers: use Pinterest to save things that inspire them and to shop Idea Sharing
  21. 21. Snapchat Users GENERAL • Launched in Sept 2011 • 200 million monthly active users and over 100 million daily users • Mobile-based • Users spend 30 min per day on average on the app • Valued at over $18 billion POPULAR TOPICS • Entertainment • Funny faces • Any funny photos or videos • Behind-the-scenes • Q&A format GREAT FOR • Reaching teenagers • Raw, scrappy and fun content • Snapchat Stories • Snapchat Discover for media • Engagement • Entertainment Millennials: 60% of users are between 18 and 34 years old Entertainment: users like the app for the fun aspect more than for the privacy aspect Women-driven: 70% of users are girls and only 30% are boys Growth: Snapchat reaches 11% of the entire US digital population Mobile-savvy: 60% of all smartphone users are now on Snapchat Young adults: Snapchat’s core audience is between 13 and 24 years old Teens: almost 30% of teens consider it their most important social network Social Network
  22. 22. Quora Users GENERAL • Founded in June 2009 • Launched in June 2010 • 80 million monthly active visitors POPULAR TOPICS • Technology • Science • Books • Business • Movies • Health GREAT FOR • Demonstrate knowledge and expertise on your topic • Learning from other experts • Generating recurrent website traffic and leads • Answering customer enquiries about your business, products and services • Getting noticed by a media publication for guest posting Millennials & younger: an estimated 46% of users are 18-24 and 33% 25-34 years old Most users connect either from home or from work, in equal proportions Male-oriented: an estimated 60% of users are men Interests: interested in tech, science, money and startups Regional split: 50% from USA, 15% from India, UK, Canada and Pakistan Well educated: most of the users are graduates Mobile-savvy: almost 50% of users access the site via mobile Q&A Website
  23. 23. So now you should have a better idea which audience you can find on each social media network. Are you targeting millennials, men or Indians? Is your content visual or text-based? Use these cheat sheets to narrow down your selection and then just go test them out!
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