The only place, just that and right now! If you’re not in this app – don’t even try to put your business on the market! “Ако този съвет ви кара да се отдръпнете и да се държите така, сякаш никога не сте го чували – не го прилагате, ние сме с вас!
We love marketing, but let’s be realistic.
Does EVERY business have to be on every platform?
Your business must be on the platforms that your customers use. This means that if you have in your audience from fans of bamboo basket weaving to spending hours at TikTok, it’s probably a good idea to skip this app. On the other hand, maybe your creative audience likes to watch videos on Instagram, then it’s time for Instagram. Now we’re not sure if weaving a bamboo basket is relevant, but we know for sure that being everywhere is a bad idea.
You need to be where it makes the most sense to see your products.
Here are some of the current social media platforms, accompanied by statistics that will tell you whether your audience is willing to use them or not.
(In this article, we only include statistics from 2018 and 2019 to keep us up to date. The available statistics for each platform vary.)
If you’ve ever posted a story on Instagram, then you know exactly how to use Snapchat. Snapchat is actually where Facebook (the parent company of Instagram) has the idea to allow its users to post Instagram stories that are deleted after 24 hours.
What sets Snapchat apart from Instagram is that it’s much harder to track a brand or influencer just by finding them on the platform. That said, you can certainly pay Snapchat to show your product to users while they view Snapchats of people who follow (ads that can be skipped) or watch shows.
Number of users: 203 million
83 million Snapchat users in North America (41% of their users)
64 million Snapchat users in Europe (32% of their users)
- 73% of 18-24 year olds use Snapchat
- 47% of 25-29 year olds use Snapchat
- 25% of 30-49 year olds use Snapchat
- 61% of Snapchat users are women
- 38% of Snapchat users are men
Saturday Night Live, People Magazine and National Geographic have adapted their content for Snapchat. While Snapchat maintains its reputation for popularity only among teenagers, statistics tell a different story. Young people between the ages of 25 and 38 also use the app.
If you remember hearing about Musical.ly and wondering where it went, there is a reason. In 2017, Musical.ly was acquired by the company that owns TikTok (Bytedance). They combined Musical.ly and the current version (called Douyin) in a social media child – TikTok. TikTok is available in 154 countries and still continues with its original name Douyin in China.
For TikTok users:
Number of TikTok users: 500 million users per month
41% of TikTok users are 16-24 years old
37% of unique visitors are from households that earn $ 100,000 or more per year
While TikTok, like Snapchat, is more popular with Generation Z, there are still opportunities to advertise on the platform to unexpected demographics. Big name ads on TikTok include; Nike, Beauty, Apple Music…
Remember how Facebook embraced the idea of short videos that disappeared in 24 hours from Snapchat? Well, it looks like they played the same game on TikTok. In 2018, Facebook launched Lasso, which is quite similar to TikTok. In this case, if you have used TikTok or watched TikTok videos, you will learn how to use Lasso.
For Lasso users:
The only difference between TikTok and Lasso at the moment is their audience size. With the recent launch of Lasso, we don’t have many demographic statistics to provide, except that they have 70,000 users in the United States.
What we can give you are some guidelines. If you look at the above TikTok statistics and think, “Yes, this is my audience!”, This is a sure bet to start creating Lasso content as well. The key is to create engaging content that generates results.
Reddit can be called a grandparent from the social media era. Founded in 2005, Reddit remained among the top 10 most used social platforms, despite the takeover of Facebook, Instagram and Twitter. The platform is divided into topics called Subreddits, where users can post and comment. At this stage and with so many users, there is a lot of everything you can think of.
Number of users: 330 million active users
- 38% of Reddit desktop traffic comes from the United States
- 7.22% of Reddit desktop traffic comes from the United Kingdom
- 5.69% of Reddit desktop traffic comes from Canada
- 3.19% of Reddit desktop traffic comes from Germany
- 3.08% of Reddit desktop traffic comes from Australia
- 22% of 18-29 year olds in the United States use Reddit
- 14% of adults aged 30 to 49 in the United States use Reddit
- 6% of adults aged 50 to 64 in the United States use Reddit
- 1% of adults in the United States over the age of 65 use Reddit
The key to Reddit is understanding their moderator rules. Although you can pay for advertising on the platform, you can also advertise your business for free through valuable content. The moderators in each Subreddit will make sure you don’t go to sales – but as long as you give something valuable and be discreet in your CTA, you can get away with free advertising in your niche for a specific audience (for example, people who need to buy staples so they can throw bread on trees…).
Along with Reddit, Tumblr has also been around for some time. Founded in 2007, the photo platform can prioritize Instagram. The concept is similar – post photos and short videos (Gifs are really popular on this platform) and gain followers.
Tumblr has certainly seen a drop in traffic since Instagram dominated the space, but there is definitely still an audience that remains loyal to Tumblr.
Number of users: 381 million unique visitors
- 34.95% of desktop traffic comes from the United States
- 5.66% of desktop traffic comes from the United Kingdom
- 3.43% of desktop traffic comes from Brazil
- 4.21% of desktop traffic comes from Canada
- 3.6% of desktop traffic comes from Germany
Just like with Snapchat, TikTok, Lasso and Reddit, the best way to find out if this platform is valuable to your marketing strategy is to see if your customers are there.
Statistics like the above are great for finding the potential of these platforms, but asking your prospective / current clients where they spend their time is even better. You can then create an editorial calendar around the content they want to see and where they want to see it.
Let’s remember: not every business needs to be on every platform.
They just have to be on the platforms that matter to their customers.