00;00;00;15 - 00;00;33;09 Speaker 1 Hi, I'm Krystal and in this video I'm going to explain social media landscapes and how to use them to make strategic decisions when planning your social media campaigns. Social media platforms are like houses in a neighborhood. They all exist to connect people and ideas, but each platform has unique kind of resident. Although referred to as a user, the houses have different styles and layouts, and the users who live there create their own house rules. 00;00;33;11 - 00;01;05;05 Speaker 1 Understanding social media landscapes is recognizing patterns and preferences of the users who live there, and honoring the house rules they've established to coexist. In this video, we're going to examine the users and house rules on LinkedIn, Instagram, and Facebook. An internet search for social media platform demographics will turn up many infographics about social media users. The data collectors generally update their reports annually. 00;01;05;07 - 00;01;39;01 Speaker 1 As a rule of thumb. You'll want to stay current on the evolution of user behaviors as a way of honoring their house rules. In this video, I'm going to elaborate on the findings published in Sprout Social 2024 Social Media Content Strategy Report. Let's begin with this table, which shows the distribution of social media users across social media platforms by age, with Gen-Z users being the youngest group across the top row and Baby boomers being the oldest across the bottom row. 00;01;39;03 - 00;02;14;05 Speaker 1 What can we glean from this data? Well, Gen Z and millennials overwhelmingly populate Instagram. Over 80% of millennials, Gen Xers and Baby Boomers are on Facebook, and far fewer Gen X and baby boomers are on LinkedIn because they're likely just beginning their careers or retiring from the workforce. The report contains other social media data, but again, we're sticking with these three linked in. 00;02;14;08 - 00;02;52;03 Speaker 1 LinkedIn is known for being a business centric social media network. People share career updates, professional insights, and ideas to build genuine community with other like minded individuals. It even launched a learning platform designed for professional developer. LinkedIn is business to business social media. Here's the fun fact about LinkedIn. 53% of LinkedIn users are from households earning more than 100,000 annually, and 34% of its users are from households earning more than 70,000 annually. 00;02;52;07 - 00;03;16;05 Speaker 1 What does that mean? There's a lot of buying power or investing power from users on LinkedIn. So if you offer a business service or workshop, of course, these may be the users likely to make larger investments because they find value in those kinds of services. When brands show up on LinkedIn, users want them to share educational product information. 00;03;16;07 - 00;03;46;17 Speaker 1 Managed communities, and provide customer support. The platform is an opportunity to educate people about your products and industry, and foster community and trust in a great place where you can share your professional insights and ideas. Instagram users primary reasons for scrolling Instagram are to connect with friends and family and alleviate boredom. But half of the users also interact with brands at least once per day. 00;03;46;19 - 00;04;16;19 Speaker 1 A fun fact about Instagram 69% of social media users see the most engaging brand content on Instagram. 44% of Instagram users wish that more brands use Instagram. Why does that matter? Instagram is the place where most social media users go to learn more about the values of their favorite products or service providers. Interacting with brands has become a core function of the Instagram experience. 00;04;16;21 - 00;04;45;12 Speaker 1 It is the top social media channel for product discovery ability, with 61% of social media users turning to the network to find their next purchase. What I appreciate about Instagram is that Instagram is a place where businesses can connect to users in a more meaningful and intentional way. Facebook. Facebook is still one of the most popular platforms in the world. 00;04;45;12 - 00;05;21;23 Speaker 1 After emerging on the scene 20 years ago. About 83% of all social media users have a Facebook profile, and that's a lot of people. An overwhelming majority of users log on to Facebook to connect with friends and family. Usually sharing live events, celebrations, graduations, new additions to the family, as well as sad occasions of illness, grief and loss, and personal views on life, religion and politics. 00;05;22;00 - 00;05;48;08 Speaker 1 It is one of the most personal and vulnerable space for users to express their true selves and their true feelings. Here's a fun fact about Facebook. 44% of Facebook users interact with brand content on the network at least once a day. 76% of consumers notice and appreciate one company prioritize customer support, regardless of the network they're on. What does that mean? 00;05;48;14 - 00;06;23;26 Speaker 1 Well, Facebook is the most visited social media network daily with over a billion visits every day. Then that means nearly half of those visitors interact with Wirecutter. Social media users overwhelmingly value companies that engage them publicly on social media platforms that are responsive to their concerns, their praise, their reviews, or their critique of their products and services. It's important to remember that social media is not about you. 00;06;23;26 - 00;06;56;28 Speaker 1 It's not about your product or your service entirely. It's about how your product or service solves the needs and challenges of social media users. That's why 68% of social media users will follow a brand to stay informed about new products and services. 46% want exclusive deals or promotions. 45% find the brand content to be enjoyable and entertaining. 28% are looking to engage with the community of customers that enjoy the product as much as they do. 00;06;56;29 - 00;07;23;18 Speaker 1 21% will follow a brand because their values or mission align with their own. Social media is a place where brands go to connect with their people in a most meaningful way. I hope this gives you a foundation to begin thinking about your social media strategy. As you make decisions about where you're going to start, or the content you're going to develop for the platform of your choice.