Almost all social media users now visit four or more platforms every day and visual content still rules the roost in terms of consumption according to new research released by marketing software review website, GoodFirms.
The study of 540 social media users in countries including the US, UK, Australia, India and Singapore aims to uncover the habits of “high active”, “moderate” and “less active” social media users and in turn, help marketers to optimise their strategies on platforms such as Facebook and Instagram.
There is a compelling argument for brands to focus heavily on social media as 99% of respondents said they are now visiting at least four sites every single day, with LinkedIn, Facebook and YouTube the most popular overall.
Visual content in the form of videos, images and memes drive the most engagement and are widely shared with close friends and family. There has also been a rise in the popularity of ephemeral content which disappears after a certain period of time after posting.
Facebook CEO Mark Zuckerberg recently said social networks should look to reduce permanence as part of a more privacy-centric future, and more than half of the respondents in the report said perishable snaps, stories and statuses were preferable over other profile updates and news feed posts.
While privacy and fake news have been much talked about during the last year, audiences have not fled from social platforms. On the contrary, a sizeable 86% said they haven’t left or deleted their accounts on a single site.