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YouTube & Facebook On Top, TikTok Growing

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YouTube & Facebook On Top, TikTok Growing

A recent survey by the Pew Research Center found that YouTube and Facebook remain the most widely used social media platforms among adults in the United States. At the same time, the survey showed substantial increases in the number of TikTok users.

According to the survey, YouTube and Facebook are the most widely used online platforms among U.S. adults, with 83% and 68% usage rates, respectively.

Approximately 50% of U.S. adults use Instagram. Other platforms like Pinterest, TikTok, LinkedIn, WhatsApp, and Snapchat have usage rates ranging from 27% to 35% of U.S. adults.

This year’s survey was the first to ask about BeReal, a newer photo-sharing app with a usage rate of just 3% among U.S. adults.

The percentage of U.S. adults who use TikTok has increased from 21% in 2021 to 33% currently. This growth rate for TikTok exceeds the more modest or stagnant growth rates observed for other social media platforms over the same period.

Age Disparities In Social Media Use

The survey results reveal differences in social media platform usage across age groups. Adults under 30 were likelier to use Instagram, Snapchat, and TikTok than older adults.

For example, 78% of 18-29-year-olds reported using Instagram, much higher than the 15% of adults 65 and over. Snapchat and TikTok followed similar usage patterns, with younger adults showing higher rates.

In contrast, YouTube and Facebook had more consistent usage across age groups, though younger adults still exhibited higher engagement on these platforms than older adults.

Demographic Differences In Social Media Use

The Pew Research Center study revealed demographic differences in social media platform usage.:

  • Instagram: More popular among Hispanic and Asian adults, women, and those with some college education.
  • TikTok: Higher usage rates among Hispanic adults and women.
  • LinkedIn: Most popular among Americans with higher educational attainment.
  • Twitter (now “X”): Usage correlates with higher household incomes.
  • Pinterest: Significantly more popular among women.
  • WhatsApp: More frequently used by Hispanic and Asian adults.

Takeaways For Social Media Marketers

The Pew Research Center’s latest findings on social media usage in the United States provide several valuable insights that social media marketers should consider when developing marketing strategies:

  • YouTube has broad appeal across all age groups, making it an essential platform for video campaigns targeting a broad audience.
  • Facebook maintains an extensive user base and provides capabilities for targeted advertising and reaching diverse demographics.
  • TikTok is experiencing explosive growth, especially among younger users, presenting opportunities for brands to leverage its creative and viral nature.
  • Instagram is highly popular with youth and minority groups like Hispanics and Asians, making it suitable for campaigns targeting these demographics.
  • LinkedIn caters to educated professionals, making it ideal for B2B marketing, thought leadership, and employer branding.
  • Short-form video content is rising in popularity, as seen with TikTok, so bite-sized engaging videos can capture limited user attention spans.
  • Though smaller in scale, niche platforms like Pinterest, Snapchat, and WhatsApp enable targeted niche marketing opportunities.
  • Emerging platforms such as BeReal could provide first-mover advantages as they expand.
  • Snapchat and TikTok are essential for engaging users under 30 years old.
  • Cross-platform campaigns allow greater reach and unified messaging.
  • Platforms popular with specific audiences like Hispanics, Asians, and higher-income households, such as WhatsApp and Twitter, should be considered when marketing to those groups.

Marketers can apply these insights to craft platform-specific strategies tailored to user demographics and behaviors. A nuanced understanding of the latest trends can inform more effective social media engagement and returns on marketing investment.

Methodology

The Pew Research Center surveyed 5,733 U.S. adults between May 19 and September 5, 2023. Ipsos carried out the survey using both online and mail methodologies to obtain a demographically representative sample of the U.S. adult population. The results were weighted by gender, race and ethnicity, education, and other relevant factors to align with U.S. Census benchmarks.

The survey represented a transition from traditional phone polling to a combination of web and mail. The Pew Research Center has provided details on the survey methodology and the potential impact of this change for those interested in better understanding the data collection process.


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Executive Director Of WordPress Resigns

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WordPress Executive Director Josepha Haden Chomphosy resigns,

Josepha Haden Chomphosy, Executive Director of the WordPress Project, officially announced her resignation, ending a nine-year tenure. This comes just two weeks after Matt Mullenweg launched a controversial campaign against a managed WordPress host, which responded by filing a federal lawsuit against him and Automattic.

She posted an upbeat notice on her personal blog, reaffirming her belief in the open source community as  positive economic force as well as the importance of strong opinions that are “loosely  held.”

She wrote:

“This week marks my last as the Executive Director of the WordPress project. My time with WordPress has transformed me, both as a leader and an advocate. There’s still more to do in our shared quest to secure a self-sustaining future of the open source project that we all love, and my belief in our global community of contributors remains unchanged.

…I still believe that open source is an idea that can transform generations. I believe in the power of a good-hearted group of people. I believe in the importance of strong opinions, loosely held. And I believe the world will always need the more equitable opportunities that well-maintained open source can provide: access to knowledge and learning, easy-to-join peer and business networks, the amplification of unheard voices, and a chance to tap into economic opportunity for those who weren’t born into it.”

Turmoil At WordPress

The resignation comes amidst the backdrop of a conflict between WordPress co-founder Matt Mullenweg and the managed WordPress web host WP Engine, which has brought unprecedented turmoil within the WordPress community, including a federal lawsuit filed by WP Engine accusing Mullenweg of attempted extortion.

Resignation News Was Leaked

The news about the resignation was leaked on October 2nd by the founder of the WordPress news site WP Tavern (now owned by Matt Mullenweg), who tweeted that he had spoken with Josepha that evening, who announced her resignation.

He posted:

“I spoke with Josepha tonight. I can confirm that she’s no longer at Automattic.

She’s working on a statement for the community. She’s in good spirits despite the turmoil.”

Screenshot Of Deleted Tweet

Josepha tweeted the following response the next day:

“Ok, this is not how I expected that news to come to y’all. I apologize that this is the first many of you heard of it. Please don’t speculate about anything.”

Rocky Period For WordPress

While her resignation was somewhat of an open secret it’s still a significant event because of recent events at WordPress, including the resignations of 8.4% of Automattic employees as a result of an offer of a generous severance package to all employees who no longer wished to work  there.

Read the official announcement:

Thank you, WordPress

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8% Of Automattic Employees Choose To Resign

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8% Of Automattic Employees Choose To Resign

WordPress co-founder and Automattic CEO announced today that he offered Automattic employees the chance to resign with a severance pay and a total of 8.4 percent. Mullenweg offered $30,000 or six months of salary, whichever one is higher, with a total of 159 people taking his offer.

Reactions Of Automattic Employees

Given the recent controversies created by Mullenweg, one might be tempted to view the walkout as a vote of no-confidence in Mullenweg. But that would be a mistake because some of the employees announcing their resignations either praised Mullenweg or simply announced their resignation while many others tweeted how happy they are to stay at Automattic.

One former employee tweeted that he was sad about recent developments but also praised Mullenweg and Automattic as an employer.

He shared:

“Today was my last day at Automattic. I spent the last 2 years building large scale ML and generative AI infra and products, and a lot of time on robotics at night and on weekends.

I’m going to spend the next month taking a break, getting married, and visiting family in Australia.

I have some really fun ideas of things to build that I’ve been storing up for a while. Now I get to build them. Get in touch if you’d like to build AI products together.”

Another former employee, Naoko Takano, is a 14 year employee, an organizer of WordCamp conferences in Asia, a full-time WordPress contributor and Open Source Project Manager at Automattic announced on X (formerly Twitter) that today was her last day at Automattic with no additional comment.

She tweeted:

“Today was my last day at Automattic.

I’m actively exploring new career opportunities. If you know of any positions that align with my skills and experience!”

Naoko’s role at at WordPress was working with the global WordPress community to improve contributor experiences through the Five for the Future and Mentorship programs. Five for the Future is an important WordPress program that encourages organizations to donate 5% of their resources back into WordPress. Five for the Future is one of the issues Mullenweg had against WP Engine, asserting that they didn’t donate enough back into the community.

Mullenweg himself was bittersweet to see those employees go, writing in a blog post:

“It was an emotional roller coaster of a week. The day you hire someone you aren’t expecting them to resign or be fired, you’re hoping for a long and mutually beneficial relationship. Every resignation stings a bit.

However now, I feel much lighter. I’m grateful and thankful for all the people who took the offer, and even more excited to work with those who turned down $126M to stay. As the kids say, LFG!”

Read the entire announcement on Mullenweg’s blog:

Automattic Alignment

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YouTube Extends Shorts To 3 Minutes, Adds New Features

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YouTube Extends Shorts To 3 Minutes, Adds New Features

YouTube expands Shorts to 3 minutes, adds templates, AI tools, and the option to show fewer Shorts on the homepage.

  • YouTube Shorts will allow 3-minute videos.
  • New features include templates, enhanced remixing, and AI-generated video backgrounds.
  • YouTube is adding a Shorts trends page and comment previews.

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