Social Media Marketing – More than just Entertainment

Why/How Social Media Leads the Way in Marketing

Web 2.0 has seen the introduction of participatory media. Gone are the days where people were provided with read-only content that were published on the Internet. Web 2.0 exemplifies the connection of people, where the Web ceases to become a one-way street and blossoms into an interactive one.

People were allowed to generate their own content – photos, videos, documents, which has also led to the term “produser”, a portmanteau of the words “producer” and “user”, being coined. However, the biggest development from Web 2.0 that has changed the entire social and business landscape will definitely have to be Social Media.

It is no surprise why social media will lead the way in marketing when you look at the astounding statistics. According to Pew Research Centre (source), more than 70% of all Internet users are using social media. People also spend about a quarter of their time online on social media, with Facebook and Youtube being the popular sites, as surveyed by the Global Web Index (GWI) (source). So, with all these influence and opportunity available for marketers, it is not surprising how these people are able to put two and two together and capitalize on the power of social media.

Nevertheless, that leaves us with the question of how social media exerts its influence on us. In order to answer that, we need to look at the elements that make social media what it is today. Popularity is definitely the biggest main aspect that drives marketing in social media. The amount of reach that social media platforms are able to provide is incomparable to traditional means, so much so that debates have been raised on the efficacy of traditional media. The power of sharing is also a powerful tool that drives social media marketing, making any content or news the online “word of mouth”.

While we can never be sure of what the future of social media may bring, it is safe to say that the impact of social media now is pretty impressive. Given that research has been done extensively and the development of Web 3.0 is surfacing, it will be interesting to see how social media marketing progresses and evolves with the changing technological landscape.

Social Media Demographics

  1. 75% of male internet users are on Facebook as well as 83% of female internet users.
  2. 32% of teenagers consider Instagram to be the most important social network.
  3. Female internet users are more likely to use Instagram than men, at 38% vs. 26%.
  4. 29% of internet users with college degrees use Twitter, compared to 20% with high school degrees or less.
  5. 81% of millennials check Twitter at least once per day.
  6. Most Instagram users are between 18-29 years old, about six-in-ten online adults.
  7. On any given day, Snapchat reaches 41% of 18 to 34-year-olds in the US.
  8. Facebook continues to be the most widely used social media platform, with 79% of American internet users.
  9. Based on total population, (not just internet users) 68% of U.S. adults are on Facebook.
  10. Instagram receives the silver medal with 32% of users, Pinterest coming in a close third with 31%, and LinkedIn and Twitter at 29% and 24% respectively.
  11. More than 56% of online adults use more than one social media platform.
  12. 69% of adults use at least one social media site
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