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The UK’s most social media obsessed cities

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Clearview AI Inc has trawled the internet and social media platforms to collect more than 20 billion images of people’s faces – Copyright AFP SAUL LOEB

Preston is the most social media obsessed city in the UK, according to new research based on search engine data.

The study by Internet firm VPNOverview.com analysed the number of monthly Google searches over the past year for social media platforms including Facebook, Twitter, Snapchat, Instagram and TikTok to see which cities had the highest searches per 1,000 people. 

This analysis revealed that the Lancashire city of Preston was the most social media obsessed city. This is due to more than 215,200 social media searches being made in the city, which when accounting for population means there are 1,517.63 searches per 1,000 people made every month. 99.52 percent of Preston residents have access to superfast broadband, two percentage points higher than the UK average of 97.2 percent. 

Preston is a city on the north bank of the River Ribble in Lancashire, England. As far as places in the UK go, it is unremarkable.

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Glasgow, is a far more bustling city, comes in as the second most social media obsessed city. More than 956,300 searches are made for social media in the city every month, which gives a score of 1,512.34 searches per 1,000 people when accounted for population. A 2020 Selectra report showed Glasgow had the fourth-highest download speeds in the UK. 

The top ten most Internet savvy cities are:

# City Population Social media searches monthly Searches per 1,000 people Favourite platform
1 Preston 141,800 215,200 1,517.63 Facebook
2 Glasgow 632,330 956,300 1,512.34 Facebook
3 Hereford 64,037 93,070 1,453.38 Facebook
4 Bristol 467,099 645,000 1,380.86 Facebook
5 Cambridge 149,907 199,880 1,333.36 Facebook
6 Liverpool 496,784 660,100 1,328.75 Facebook
7 Lincoln 109,121 144,820 1,327.15 Facebook
8 Norwich 213,166 271,500 1,273.66 Facebook
9 Derry 110,734 138,400 1,249.84 Facebook
10 Belfast 343,542 426,900 1,242.64 Facebook

With 1,453.38 searches per 1,000 people and 93,070 social media searches a month, the cathedral city of Hereford is the third most social media obsessed city. Facebook alone made up nearly 80% of the social media searches, with 74,000 searches per month for the platform.

Bristol comes in fourth place, with around 645,000 social media searches which, when accounting for population, gives the city 1,380.86 social media searches per 1,000 people and a fourth-place position.

Coming in fifth place is Cambridge, with 199,880 monthly searches for social media, which gives the city a score of 1,333.36 searches per 1,000 people when population is accounted for.

As to what this all means, a sizeable number of people these cities  will be operating at the next level of Internet/Web skills compared with the normal population. This extends to downloading files and updating applications as well as being extremely aware of potential viruses.

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Across the board, Facebook was found to be the most popular platform in every city out of all the platforms studied.

Commenting on the findings, a spokesperson from VPNOverview tells Digital Joiurnal: “Social media has become a fundamental part of so many people’s lives over the past decade, so it’s natural that some cities would take more of a liking to it than others. It’s interesting to see the contrasting collection of cities in the top ten, indicating that this interest is not concentrated in one part of the UK either.”

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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