Daily Insights

Daily Social Media Users Both “Like” and Buy From Brands

By: Jack Mackinnon | Dec 30, 2020

Social marketing is a key part of the marketing leader’s playbook now that the majority of U.S. consumers have an account on one or more of the “core four” social media platforms. Facebook remains the largest, with 82% of the US population as users, followed by Instagram with 42%, Twitter with 36% and Snapchat with 26%. Each platform attracts a diversity of users—so diverse that the 10% of the marketing budget now allocated to social marketing still isn’t enough to reach them all. Marketing leaders that want to make the most of their social marketing budgets should instead focus on daily users.

Daily users on all of the core four are more likely than less frequent users to “like” brand-posted content and to click through a brand’s posts to make a purchase. The typical daily user varies by platform, however. Engaging them will require unique approaches.

On Facebook, for example, 68% of account holders are daily users, making them the largest active social media audience among the core four. Facebook’s daily users skew older, whiter, and more suburban than the daily user bases of the others. They use social media predominantly to connect with family and friends. Effective brand content on Facebook could therefore replicate typical social interactions. Food brand Pillsbury, for example, shares recipes on Facebook just as friends would in the real world, and has relaunched its famous “bakeoff” with a social twist

Each of the other platforms invites a distinct approach. Instagram’s multicultural daily user base, SnapChat’s younger users, and Twitter’s predominantly male demographics respectively require brands to develop social marketing campaigns that speak to that audience and their motivations for engaging on social channels.