GlobalWebIndex’s latest social media usage report shows that more than 40% of people use social media platforms to keep in touch with friends, making this the top reason for social media use globally.

Among 16 to 24 year-olds, the key reason for using social media is not to keep in touch, but rather to fill spare time (too much spare time obviously) while among 25 to 34 year-olds, staying in touch with friends proves more important. (if you plan or run events, Facebook is the platform for you for these ages) In the 34 to 44 year-old bracket, it comes down to staying up-to-date with news and current affairs.

These usage trends are important to note - it probably doesn't need to be reiterated, but people are not on social to be advertised to. As such, structuring your strategy around these key behaviors will likely yield better results.

If you want to market to anyone on social media it needs to be part of a conversation and be built around interaction.

Take a look at this chart for more insights.

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