Habits of Facebook and Instagram Users (And Why They Matter)

Posted by Erin Martin on Aug 26, 2020 11:00:00 AM
Erin Martin

In terms of popularity, Facebook and Instagram are the largest social media platforms on the planet. With 2.6 billion and 1 billion monthly active users, Facebook and Instagram dominate the market for potential reach. With consumers spending an average of almost 2.5 hours a day on social media sites, it’s important to know where and how they engage. Since we recently launched the integration of our Creative Intelligence tool for organic Facebook and Instagram data, we thought we’d dive further into the habits of users on the platforms, and why these learnings matter to marketers.

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Important Usage Statistics To Know

  • 75% of U.S. adults check Facebook daily. Yes, you read that right. Every. Single. Day. And more than half of Americans check the platform multiple times a day, presenting countless opportunities for you to reach your audience in their day-to-day flow.
  • Instagram usage continues to rise. In our State of Social study, 53% of respondents told us they used Instagram more in 2019 than 2018. And the data on average time spent on platform per users backs this up. It is expected that Instagram users, on average, will spend 28 minutes per day on the platform this year. That average has risen by a minute or more every year for the past four years.
  • Social media traffic is mostly mobile. Across all social media platforms, 83% of traffic comes from mobile devices. This number is even higher for Facebook, with 88% of users around the globe accessing via mobile.
  • Also found in our annual social user survey, the most popular reason for visiting Facebook and Instagram is to “see what my friends are doing.” We’ll address why this is an important finding below.
  • Facebook and Instagram users also use other social media platforms. When it comes to Instagram users, 79% use YouTube, 66% use Snapchat, and 64% use Facebook. As for Facebook users, 70% use YouTube, and 61% use Instagram.

How to Leverage These Findings

Keep the social in social media

While social media can be utilized for product and brand research, people frequent social media to keep up with their networks. Rather than sharing what you want, how you want, identify what your followers view as engaging and sharable. By doing this, you’re enabling new potential customers to discover you by way of the friends they’re on social media to interact with.

The next component of keeping the social in social media is identifying a brand voice and sticking to it. Brands that are known for their tone and engagement on social media get shared and talked about. Read: free marketing to you!

Don’t forget about the other platforms

Whether your audience uses Instagram and Facebook the most or a combination of Snapchat and TikTok, don’t forget to leverage your opportunities to reach them in multiple places. Identify where your traffic is coming from, where your conversions are coming from, how your audience is engaging with your brand on each platform, and plan accordingly. Maybe your average page views are highest from Facebook, but your conversions are higher when the traffic comes from Instagram, in which case you would pick and choose engaging content for Facebook and product focused content on Instagram. In order to decide this, though, you need to know the data behind it all, which leads us to...

It all comes down to the numbers

In order to make data driven decisions, we need to have...well...data. What posts are your followers engaging with? More importantly, why are they taking the actions they are? This is where creative analytics come in. Creative is complicated, with a multitude of elements that contribute to its performance, which is exactly why we integrated Creative Intelligence with organic Facebook and Instagram activity. Want to dive deeper into your numbers and uncover the why behind your organic performance? Get in touch to schedule a demo.

Topics: social media