Social networks will be used by more than 3.8 million people worldwide in 2020 to communicate with others, find information, share their thoughts, and learn about products and services they are interested in. These platforms are used by almost half the world’s population (49%). But which social networks are most popular? (Active users expressed as millions)
This is a huge increase in users using social networks. The number of them grew 9.2% compared to last year. It is striking that, among the 10 countries where users spend the longest time per day connecting to social networks, Colombia, Brazil and Mexico are the top three (more than 3 hours each).
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Yes, Latin Americans spend more time per day connecting to social networks. But what are we using them for?
Facebook: While the social network we use is very personal, it allows us to interact with other users and share content. We learn more about brands we like and what their customers think about them. There are currently more than 50,000,000 companies that have a Facebook fan page. We also receive advertising every day on Facebook Messenger (each monthly, businesses and people exchange 20,000,000,000 messages) or on the Facebook home page about brands in industries that are relevant to our interests.
WhatsApp: This app sends more than 42,000,000,000 messages per day. Did you know that brands make up a large portion of this conversation? This app is increasingly used in Latin America to find out about the products and/or services we are interested in. WhatsApp Business tools are now available to companies to help them create a strategy that doesn’t invade the privacy or time of their potential clients.
Instagram: This platform is the hottest and most popular. It offers more tools to companies to manage their businesses and offer their customers a simpler shopping experience. Did you know that Instagram accounts account for 80% follow companies on Instagram?
YouTube: Mexico is third in the world to consume the most videos on this social media network. YouTube is seeing more content being uploaded to this platform thanks to the influencers and youtubers. These spaces are crucial for companies to reach their target audience. This is why, in the past two years, there have been double the number of medium and small-sized businesses that have used this platform to advertise.
LinkedIn: This social network has over 100 million profiles. It is almost daily to network, brand and generate more exposure for our brands. LinkedIn is used by 94% of B2B marketers to distribute high-quality content.
Twitter: A platform for customer service and real-time communication. It has been the perfect space for customers to voice their concerns and resolve any problems. It is also a great place to talk with customers about current topics. 77% of Twitter users are more satisfied with a brand if it replies to their tweets.
Pinterest: A platform that inspires without question. Since 2010, more than 200 million pins were saved. It is interesting to note that 61% of Pinterest users claim they have found new brands and products through pins.
You don’t have to be on all social media platforms. It is better to study the networks and identify the ones that will give you the best results. It is important to consider where your target audience is. It is not enough to be present. This will also influence the amount of investment that you make in content strategies, positioning, and paid campaigns.