The most powerful social media platforms in the UK in 2018
Jul 23, 2018
The Top 5 Social Media practices that are dominating 2018
Social media has evolved in the past decade immensely. What was once just a communications channel between friends is now opened up to be multi-billion dollar platforms that businesses can use to reach people and influence their lives – and buying habits.
And the proof is in the numbers. Social media statistics offer an insight into the millions of users on each social network, in the UK.
The largest platform by far is Facebook, with over 32,000,000 users in the UK alone – worldwide, there are 1.65 billion. This is followed closely by Twitter with 20 million users. YouTube and LinkedIn both have around 19 million registered users.
Instagram and Snapchat have less followers - partly due to their relatively new entry to the market compared to the others and that they have a limited platform use. These social apps are mostly used and compatible on handheld devices only. However, their followers are much younger and very active.
Social Media Sites and their uses
Each platform has a different use, objective and audience demographic. YouTube and Vimeo are for the sole use of uploading and sharing video content – and they do not have to be big budget professional creations. The ‘How to…’ video clips are by far some of the most popular uploads when it comes to small businesses.
Instagram, Pinterest, Snapchat focus on images and shorter videos but all with a slightly different slant.
LinkedIn is more of a business to business (b2b) tool focusing on building connections and sites like Tumblr are used mainly for blogging. Twitter, Google + and Facebook are shorter platforms for blogging, but also are used to share videos and images onto user’s feeds. Reddit is a forum site, used to discuss topics and submit web content with links, images and text posts.
The User Stats
According to a recent survey, it would appear we’re all becoming addicted to our digital identities and social media usage. As the percentage of young people using social media rates the highest, it’s key to analysing how they are using social media as that will define the future of content creation and consumption:
88% of 18- to 29-year-olds use some form of social media. That share falls to 78% among those ages 30 to 49, to 64% among those ages 50 to 64 and to 37% among 65 and older.
Facebook, Twitter and YouTube dominate the social media usage
35% of adults now say they use Instagram, an increase of seven percent from the 28% who said they did in 2016
Roughly three-quarters of Facebook users – and around six-in-ten Snapchat and Instagram users – visit each site daily
According to Adobe, 52% of marketing professionals name video as the content with the best ROI. That percentage will only increase as video becomes essential within every aspect of content and media.
As customers spend time watching video across all social media platforms whether that is an explainer video, product testimonials, behind-the-scenes content, or thought leadership interviews -- users want to connect with brands and companies they have an affinity towards via video.
With 60% of Snapchat and Instagram users returning to the site each day, that highlights popularity for disappearing or ephemeral content storytelling. Other social media platforms like Instagram and Facebook are following in Snapchat’s footsteps, providing a similar service for distributing short-lived content.
Ephemeral content is fleeting, and novel, which is the appeal for many (especially younger) users. Live streaming videos, and Snapchat Stories, are a few examples of ephemeral content. It gives the users an authentic look into a brand, encouraging followers to stay for the long haul and be more involved than the passive consumer.
By 2020 influencer marketing is on target to become a 10 billion dollar industry. The rise in influencers across all social networks, but especially YouTube, Instagram, and Snapchat highlight how the millennial and Gen Z generations are embracing influencers wholeheartedly.
There are influencers in every industry that use social media storytelling to create communities. Because of this, this is a great tool for brands to work with influencers to expand reach and bring about greater engagement.
With Social Media becoming more powerful every day, it is crucial to utilise these social media platforms to their fullest extent. It’s a powerful marketing strategy to include SMM, and with a user base growing at an alarming rate, social media is not a market to miss out on.