With so many social media platforms to choose from, it can be challenging for marketers to know how to spend their time online wisely. When choosing a social media network to promote your business on, you need to make sure your target audience has an active presence on the platform. Looking at a social network’s overall usage and engagement stats will help you choose the right platforms to maximize your social media marketing ROI.
Each year We Are Social puts together an annual Global Digital Report in conjunction with HootSuite. What we love about these reports is the clarity that they offer around the growth rates of each social media network. Paying attention to the growth in active monthly users on each social media network and the year-over-year percentage change will help you to determine where to spend your time and social media budget.
According to the most recent Global Digital Report, Twitter experienced the slowest growth in active monthly users between 2017 and 2018 with a growth rate of 4.1 percent. Twitter rolled out a number of enhancements and new features towards the end of 2017, which was likely in response to the slowing user adoption of the social media platform. It’s important to note that these changes haven’t had much time to impact the annual figure comparisons. While Twitter is still a powerful outlet for your business to use to reach its audience online, it’s prudent for you to be aware of the slowing user growth on this social media platform.
As you can imagine, Facebook still continues to dominate in regards to the number of active monthly users. According to the latest Pew research, 68 percent of U.S. adults use Facebook. However, while the year-over-year growth of active users is a healthy 15.83 percent, Facebook is not the fastest growing social media network.
According to the annual Global Digital Report, the social media platform with the largest amount of growth in active monthly users between 2017 and 2018 is LinkedIn. Although LinkedIn only has 200 million active monthly users (far below Facebook’s 2.1 billion active monthly users), it’s hard to ignore the startling 145.28 percent growth in active monthly users between 2017 and 2018. You can give your business a competitive edge by increasing your exposure on LinkedIn and having an active presence in LinkedIn groups that are specific to your niche and industry.
In conclusion, the latest Global Digital Report indicates growth in active monthly users across all of the major social media platforms, which means an investment in social media is well worth your time. However, knowing which social media platforms are best for your business can be challenging.