Newcom's National Social Media Research 2022 has been published again! The largest study in the Netherlands into the use of Social Media has now been conducted for the twelfth time and is frequently requested by marketers, communication specialists and strategists. Frequently asked questions such as:
Which platforms are currently being used?
And with what frequency?
What are the risers and fallers?
Curious about the trends?
are asked regularly. Answers to this are given below.
Newcom has also noted five highlights in the social media landscape in 2022.
1
We have started using social media more actively.
We use more platforms and spend more minutes there.
2
TikTok is the big winner in terms of usage.
Instagram is making a remarkably big leap.
And almost all platforms have increased (except Facebook)
3
TikTok, Snapchat and Twitter in particular are growing in daily use.
TikTok has more than 70% increase in the number of users compared to the previous year.
Instagram has an increase of 11%.
The number of daily Facebook users is declining.
4
TikTok appears to have reached a ceiling among the group up to 15 years old, but is growing particularly strongly among people in their twenties.
5
The 'smaller' platforms are actually quite large.
Content
Content on a platform determines the attention given to it. Writing content therefore deserves the highest priority. After all, you have to connect with the target group and their emotional value. Good content must be well put together in terms of language and content. In addition, its essence must appeal to the emotional value. A specific and difficult job, because there are differences in attitude and behavior within your target group. But they can be broadly divided.
The steadfast ones
The group within the target group is the most purposeful and determined. They want to know what it will bring them.
The attentive ones
They want to have attention instead of giving it. Spontaneity and expressiveness play a major role for them. They want to have choices that are supported by photos.
The caring ones
They are very outward-oriented. Showing what they do, think and have. They create their own atmosphere, relationship-oriented and atmosphere and like to show this. Feeding them results in greater spread.
The retailers
They focus more on you. What is your professionalism and expertise? They will analyze your content in every detail with great accuracy. This is the biggest challenge to writing a good cash.
Specific content
Content on social media is a short, powerful and clear story. Certainly not for long, because then the attention quickly disappears. Writing such content, in which you want to say a lot within a sentence, for example. It is a very specific way of communicating.
If you offer the user on social media the opportunity to indicate his/her preferences, it is possible to write targeted content. Specific content can then be written via channels other than social media, but also for the major social media channels.
Facebook's strong suit is the interaction between users. As a result, there are also many followers. Perfect for posting your content.
A content in 280 letters. That's difficult, so make a link to real content. In essence, Twitter is the ideal choice for news dissemination.
This is the business network that allows you to promote your business and build a network with existing customers and potential customers.
Pinterest and Instagram
They are great for sharing images and photos.
TikTok
They combine social media with music. The app is very popular with (young) teenagers. But more and more adults are also finding their way to the app. You can easily create and discover short videos with it. So your corporate film is appropriate here.
