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Social Media Landscape in 2021

Facebook

Who uses it

(Stats from October 2021 via NapoleonCat)

·    There were 27,595,200 Facebook users in Canada in October 2021, which accounted for 72.3% of the entire population.

·    The majority (54%) were women.

·    People aged 25 to 34 were the largest user group (7,200,000).

·    The highest difference between men and women occurs within people aged 65 and above, where women lead by 700,000.

How they use it ·    To stay in touch with people they know in real life

·    To connect with others who have shared interests

·    To get news and updates from publications, organizations, or brands

·    To find out about events

·    To buy and sell items (Facebook Marketplace, Shops)

Why you should use it ·    The most widely used social network

·    Powerful ads platform, can be targeted by location, demographics, or interests

·    Event listings display in Google search results

·    Possibility to reach new audiences when fans/followers like, comment, or share your posts

Skills/resources you need ·    Compelling content to share (especially photos/videos)

·    Advertising budget, to ensure posts are seen

Best for ·    Effective, low-cost, highly targeted advertising

·    Event promotion

·    Broad reach

View or download the complete PDF file here.

Social Media Marketing November 2021

Written by Briana Doyle, Troubadours & Vagabonds Productions

With contributions and reviewed by Inga Petri, Strategic Moves

Links to Topics

Social Media Marketing – Summary

The Basics

Social Media Landscape in 2021

Using Social Media Strategically

Creating Quality Content

Instagram

Who uses it

(Stats from October 2021 via NapoleonCat)

·    There were 14,797,200 Instagram users in Canada in October 2021, which accounted for 38.8% of the entire population.

·    The majority (55%) were women.

·    People aged 25 to 34 were the largest user group (5 000 000).

·    The highest difference between men and women occurs within people aged 35 to 44, where women lead by 400,000.

How they use it ·    To find inspiration in beautiful and interesting photos and videos — the ‘highlights reel’ of others’ lives

·    To share selfies and moments from their own lives

·    69% of Instagram users surveyed by the Ryerson Social Media Lab reported using it daily

Why you should use it ·    Engage your target audience with visual storytelling

·    Encourage audiences to share their photos or videos related to your organization or work

·    Using hashtags in posts can help you reach people who don’t follow you but are interested in relevant topics

·    Tag artists and organizations mentioned in your posts to encourage them to share with their networks

Skills/resources you need ·    Compelling photography or well-designed shareable images

·    Interesting video content

·    Someone to capture and share images and video “in the moment”

Best for ·    Content creators who are visual thinkers, or organizations with lots of visual content to share

·    People with great photography / videography skills

Other noteworthy platforms

  • YouTube: 64% of Canadians surveyed reported having an account, making it the third most popular social media site (Ryerson Social Media Lab). The highest level of growth in YouTube’s user base is among users aged 35 to 55.
  • LinkedIn: There were 19,410,000 LinkedIn users in Canada in October 2021, which accounted for 50.8% of its entire population (NapoleonCat). It is the fifth most-popular social media platform in Canada.
  • Pinterest: 40% of online Canadian adults report having a Pinterest account, with 32% accessing the platform at least monthly (Ryerson Social Media Lab).
  • Snapchat:4 million users in Canada as of October 2020 (eMarketer). Roughly one quarter of online Canadians (27%) report having a Snapchat account. Young people 18–24 years old (78%) and 25–34 years old (49%) are the largest user groups on the platform. They are also most active on the platform with 72% and 44%,respectively, being Monthly Active Users (Ryerson Social Media Lab).

TikTok

Who uses it

(Stats from July 2021, via Vividata)

·    3.2 million Canadians accessed tiktok.com or the TikTok app in an average month, with 60% of them being women and 40% men.

·    Nearly 1 in 5 Canadian women under 35 accessed TikTok, with those 18 to 24 of age 70% more likely than the average Canadian to do so.

·    Whether using it themselves, or monitoring their family’s online activities, TikTok is popular with parents. Nearly half of those that access TikTok more frequently in a month have children under 18, with those that have children between 12 and 17 being 65% more likely than the average Canadian to use TikTok more frequently.

·    Compared to the average Canadian, TikTok users are more active online. They spend up to 27 hours/week online (4 hours more than the national average), up to 18 hours/week on mobile (6 hours more than the national average), and up to 11 hours/week on social (3 hours more than the national average).

·    47% of TikTok users agree with the statement, “I feel the need to check social networking sites every day”, compared to 37% for the average Canadian.

·    TikTok app users are 2x more likely than the average Canadian to have immigrated to Canada within the last 10 years and are also 2x more likely to identify as South Asian and 60% more likely to identify as East Asian.

How they use it ·    To be entertained by surprising, funny, or interesting short videos

·    To share their own videos, and remix/duet/copy trending videos

·    While the number of online Canadians on TikTok is relatively small (15%), those who do use the platform visit it regularly (63% daily, according to the Ryerson Social Media Lab).

Why you should use it ·    It’s a playful platform, perfect for expressing who you are and creating memorable moments

·    Videos that connect with audiences can go viral quickly, even if you don’t have a large number of followers

Skills/resources you need ·    Ability to create short videos that are fun or interesting
Best for ·    Reaching younger audiences (and their parents!)

·    Content creators who are funny and creative

·    People who like to play with filters and explore trends

Twitter

Who uses it

 

·    8.6 million users in Canada (eMarketer)

·    42% of Canadians surveyed had an account. Twitter is most popular among Canadians with an annual household income between $60,000 and $99,999 (47%), as well as among individuals with a college degree (over 40%). (Ryerson Social Media Lab)

How they use it ·    To share opinions, updates, media, or self-expression

·    To have conversations with others about topics of interest

·    To keep up with news from publications of interest or on certain topics

·    To see what topics are trending now

Why you should use it ·    Be part of the conversation

·    Spotlight expertise

·    Find out what people are saying about a place or topic

Skills/resources you need ·    Copywriting (compelling short content is not always easy to write)
Best for ·    Organizations with blogs or lots of news to share

·    People who are looking to connect and converse with others who are interested in niche topics

·    People living in places with an active local Twitter scene, or part of a community of interest with significant participation on the platform