Have you ever ever been hypnotized through social media? In keeping with our contemporary Shopper Traits survey, customers of it spend a mean of 3 hours an afternoon there.
It is simple to fall right into a social media lure, stuffed with never-ending distraction. One minute you’re checking a DM and the following factor you’ve spent an hour looking at movies of corgis taking part in fetch.
However, it does make you marvel what shoppers if truth be told do whilst spending all that point on social media. And — as a marketer — you might be most probably going a step additional through asking: “What is my target market doing on there?”
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Why Shoppers Use (& Love) Social Media
Earlier than asking social media customers what the heck they are doing on social media all day, we requested them to select the highest 3 causes they go online within the first position.
And making an allowance for the typical social media person spends 3 hours an afternoon on their platforms of selection, it is no wonder that they go online to do a little of the entirety there:
In digging deeper, we decided the highest 3 causes customers go online to every primary social media platform:
Whilst Fb and Instagram are principally used to proportion content material from our lives and stay alongside of circle of relatives, customers flip to TikTok and YouTube for leisure, training, and inspiration. We even have Twitter and LinkedIn, the one platforms which might be essentially used to stay alongside of information and developments.
With that during thoughts, we will dive just a little deeper into the highest causes other people use every of those platforms.
What Social Media Customers Do on Every Platform
Fb customers essentially stay alongside of family members — but additionally love to proportion media on their feeds.
Fb — utilized by 69% of U.S. adults is the preferred social media app on our record.
Two in 3 Fb customers are on it to stay alongside of family and friends, 43% use it to proportion footage and movies, and 26% cross to Fb merely for leisure. About one in 5 lean on Fb for information or developments, in addition to to be informed new issues. 
YouTube customers search out leisure, training, and inspirational content material.
YouTube is the second one most well liked social media platform, utilized by 57% of U.S. adults. Edutainment prospers on YouTube – the highest causes other people consult with are to search out entertaining content material, be informed new issues, in finding inspiration, and stay alongside of information and developments. About one in 5 YouTubers use the app to stay alongside of manufacturers and merchandise.
Instagrammers proportion multimedia content material whilst maintaining with buddies, circle of relatives, and celebrities.
45% of American adults use Instagram, and the highest makes use of are to proportion footage/movies (38%), to stay alongside of family and friends (33%), apply celebrities and influencers (27%), in finding entertaining content material (27%), and stay alongside of manufacturers/merchandise (24%).
TikTok customers watch a mixture of entertaining, tutorial, and inspirational content material.
Almost about one in 3 U.S. adults are on TikTok, however this shoots as much as 62% after we have a look at Gen Z.
Total, TikTok’s used similar to YouTube – for leisure, training, and inspiration. 23% use TikTok to stay alongside of celebs/influencers and 21% use it to proportion their very own content material. About one in 5 TikTokers cross to the platform to apply manufacturers/merchandise, whilst the same quantity use it to stay alongside of information and developments.
Twitter customers crave information, leisure, and famous person content material.
Twitter would be the best platform the place maintaining with information and cultural developments is the number 1 reason why other people use the app. Discovering entertaining content material (27%), maintaining with celebrities (26%), and studying new issues (23%) also are best causes for Twitter utilization.
LinkedIn customers surf feeds for training, trade information, and emblem updates.
As the one social media platform in this record geared against pros, it is no wonder that the highest reason why other people use LinkedIn is to be informed new issues. About 1 in 4 LinkedIn customers additionally go online to stay alongside of information or developments, manufacturers and their merchandise, and their community of family and friends.
Extra Social Media Traits
On the lookout for extra social developments? Take a look at HubSpot’s Social Media Traits 2023 File weblog pos, or the whole PDF model underneath. On this content material, we dig into information from 1,200+ social media entrepreneurs in addition to key insights evaluating marketer information to our bi-annual Shopper Traits File.
