There are new content on social media every day.

Recently, Twitter Launch Twitter Blue, The subscription-based premium version of its platform.

Douyin Swept the social media world in 2020 and is still the most downloaded app in 2022, According to social media today. Instagram will regularly add new features to its platform, Recently tested a new alliance tool for influencers.

The question is, how do these changes affect consumers’ online behavior? Are users moving away from Facebook?

Let’s see what the data shows and what it means for the brand.

We surveyed 301 people and asked, “Which social media platform do you spend the most time on each week?“The reaction was a bit unexpected.

Where users spend the most time on social media

Although YouTube has grown steadily over the past year, and TikTok and club, Facebook is still the top social media platform. YouTube followed closely, and in large surveys, the gap between the platform and Facebook was much smaller.

So, what is the real meaning of this information?

Well, in a broad sense, this means that you should consider taking a place on these platforms. However, don’t delete your Instagram account for now-better yet, don’t delete it at all.

I will explain why in the next section.

Should brands limit their efforts to the most popular platforms?

There is no single, clear answer to this…but usually not.

Although most consumers may spend most of their time on Facebook and YouTube, This does not mean that you should devote all your energy to these platforms.

why?That may not be there your The life of the audience.

Generality is the enemy of marketing. Imagine running a social media ad for everyone.Or the target audience includes all Generation Z.

This one-size-fits-all approach is not conducive to the development of the brand. In fact, this may hinder your progress because you waste time and resources on broad strategies that may not apply to your particular market.

It’s like going to a party and only getting a nearby address. Of course, you can drive around and knock on every door until you find the right one, but by then you may be tired, hungry, and out of gas.

When you zero out specific audiences and strategies, you can gain more valuable insights and get a higher return on investment.

Data, like the data above, should be used as a general guide to understanding consumer behavior. However, it should not dominate your entire strategy.your my own Consumer data and user roles should.

For example, suppose you discover through market research that your audience consumes information mainly through blogs and podcasts. This is a good indicator of where you should focus your energy. After a few years, this data may change, in which case your team should be flexible and move where your audience wants to go.

The following are the things you should consider when determining the direction of your work:

  • Where do your audience live
  • The type of content you will create
  • Channel with the highest conversion rate

There are several ways to determine where your audience is “hanging out” online. First, you can view demographic data by platform-this will give you a general idea of ​​your audience.

For example, TikTok is mainly aimed at younger audiences 10 to 29 years old And most Instagram users are between 18 to 34 years old.

You can also directly contact your target audience through opinion polls and surveys to understand where they spend their time. Also, look at your competitors.

See where they are focusing their energy. If they succeed, this may be a good indicator of where you should do it. Just like when you are not sure whether you are in the right place, but you see someone you know parking, you can breathe a sigh of relief.

Next is the type of content you will create.

Suppose your audience likes the video content the most (think webinars, life, video tutorials). In this case, your audience will be very suitable for YouTube, Instagram, and TikTok, all of which have video editing and publishing capabilities. You can then reuse your content for each platform.

Another factor to consider is how each channel contributes to your goals. This is the manifestation of the importance of data.

You may post on TikTok every day, and find that you post very few times on Facebook, but the engagement and conversion rates are much higher. Although there may be multiple reasons for this, you may want to turn your attention to Facebook because it provides the best return on investment.

Next, we will introduce which software can help you track social media data.

Top social media analysis software

1. HubSpot

Using HubSpot’s social media management software, you can track your social strategy from start to finish.

HubSpot social media software

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Using a user-friendly dashboard, you can accurately view the performance of published posts, which channels are driving traffic to your website and generating leads, and more.

You can also filter the report by campaign, account, and date range to narrow down the exact information you are looking for.

In addition, HubSpot’s social media software allows you to:

  • Schedule posts.
  • See how your competitors measure it.
  • Track and monitor the conversations surrounding your brand on each platform.
  • Export and analyze related reports.

This social media tool can be used in HubSpot’s all-in-one CRM platform and is suitable for medium and large enterprises.

2. suite

HootSuite enables your team to make quick decisions using real-time data about your social strategy.

Hootsuite social media software

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Social media software eliminates some of the guesswork so that you can focus on the most important insights. With the help of customizable dashboards, you can also quickly understand key indicators and determine the factors driving traffic and sales.

From $49 per month to custom pricing for enterprise-level businesses, you can find a scalable plan that meets your needs.

3. Budding social

If you have multiple social channels running at full speed and the data is overwhelmed, Sprout Social can help.

Sprout Social social media software

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The platform can help you manage data and create ready-to-use reports to share with stakeholders.

In addition, you can use competitive intelligence to measure your performance and make informed decisions to promote your brand.

Sprout Social’s pricing is based on a subscription model and ranges from US$99 to US$249 per month.

Now that you know where consumers spend their time online, the real work begins. Try various strategies to see what resonates best with your audience, and always use data and your user persona to guide your decision-making.

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