Almost half of Americans still consume news from social platforms: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 28, 2021, 5:23 PM GMT+0

A recent Pew Research Center study highlights data regarding US adults’ news consumption on social media platforms.

The study found fewer Americans often or sometimes get news from social media in 2021 compared to 2020. But, nearly half of US adults still get their daily dose of news from social media sites, indicating that social media continues to be a significant source of news for many. Facebook still leads as a news source, even after seeing the biggest decline.

The research indicates that brands should use Facebook to amplify brand messaging – including brand awareness, education, advocacy campaigns, influencer implementation, and executive and employee thought leadership. But, brands should also keep in mind that a significant share of core Facebook users is made up of older, white women.

Though TikTok and Snapchat still hold a small share of the social media market, brands should not ignore these channels, especially if their target audience is diverse, younger consumers. In fact, TikTok saw the most significant increase in consumption this year. 

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