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Snapchatters are happiest, Facebookers not so much

Users Have 7.6 Social Accounts, On Average 

A new study released today provides interesting insights for marketers on how different social apps impact users’ moods and the underlying motivations for using.

In 2019 few web users are partisan enough to be 'all in' on only one social channel.

Except, maybe, Tom on Myspace.

Social users are active on 7.6 channels on average, with often significant cross-over between audiences, especially on the majors.

Why, How & Where People Use Social Channels

People use multiple channels weekly, for differing purposes. The Murphy Research study released today, which was commissioned by Snapchat, sheds some light accordingly on the underlying motivations:

  • Snapchat for conversations between close friends and playing with Filters/ Lenses
  • Twitter for keeping up with current events or following discussions
  • YouTube for learning about new products or topics of interest
  • Facebook for keeping up with family and events
  • Instagram for influencer and celebrity content

What users are up to, where they are and the time of day also plays a part in which social channel users run to:

  • Facebook is most used at home, while waiting for something, and when unable to sleep
  • Twitter is most used while commuting
  • Instagram is most used when hanging out with friends
  • Snapchat is most used when on-the-go, with friends, out shopping, and at social events
  • YouTube is most used at home and when unable to sleep

Facebook’s Share Of Attention Dominant, But Dipping

The how, where and why of usage also goes a long way to explain average daily time-on-site, which Facebook dominates. Since it is used in many different settings daily.

However, according to another study, Facebook’s stranglehold on attention may be starting to wane, with Google making significant in-roads, alongside other niche players beginning to nibble. Obviously, Facebook’s not going to just roll over, but its social hegemony will face much bigger challenges ongoing, with value proportions improving in other social channels. Facebook’s recent PR bloodbath also isn’t helping matters.

The study also delves into how the different channels make people feel.

In a shocking plot twist, the Snapchat commissioned study claims that 95 per cent of Snapchat users claim using the app makes them feel "happy." One can only assume Chrissie Teigen, Rihanna and Kylie Jenner were not part of the sample…

If we ignore the cringe-worthy attributes credited to Snapchat, this part of the study does touch on some salient points for marketers.

Social media can make people feel self-conscious, lonely and anxious.

Social Algorithms Changing To Stop Sadness Spread

There are a many independent, much more credible, studies which demonstrate the concerning correlations related to social media usage and mental illness.

It is partially in response to this that social news feed algorithms, across the board, have realigned within the past 12 months. Favouring content which drives more direct user-to-user interaction, rather than just likes, clicks and video views, as they did pre-2018.

In many ways, social channels seek to return to their community roots, circa 2011. Bringing users together around relationships and/or more relatable content. Demonstrated by the renaissance of Groups on Facebook and LinkedIn, along with many of the new co-watching video features like Facebook Premieres and Watch Parties.

As this study, and many others, make clear, we use a lot of social apps. In 2019 smart marketers should be looking to capitalise.

You can view the complete ‘Apposphere’ study here.

 

 

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