The social media landscape is constantly changing – with new channels popping up all the time. Businesses across the nation are engaging on a variety of channels to reach new and existing customers.
But keep in mind that the more channels your tint shop is on, the more time it takes for content creation and management.
So, which channels are worth the investment for your tint company? The key to answering this question is understanding what each channel does and who is using them.
Here’s a look at overall social media use, broken down by the most popular channels in 2021.
Who is on social media?
According to the Pew Research Center, the percentage of U.S. adults using at least one social media channel has increased exponentially since 2005. That year, only 5% of U.S. adults over the age of 18 were engaging on social media. In 2021, the number is estimated to be 72%.
The majority of U.S. adults on social media are ages 18-29 (84%), followed closely by adults ages 30-49 (81%). However, 73% of adults on social media are age 50-64, and 45% of adults on social media are age 65 and over.
YouTube
It should be no surprise that YouTube is the No. 1 social media channel. About 81% of U.S. adults reported using it. Powered by the same company that owns Google, the search engine on YouTube is strong and ideal for those looking for visual video content about any subject matter.
Anyone can upload his or her own video content and get a chance of becoming an internet sensation overnight. In fact, a 2019 survey by toy company Lego showed that the majority of U.S. children between ages 8 and 12 indicated they want to be a “YouTuber” when they grow up.
Companies have used YouTube to develop a loyal fan base and attract new customers – like Coopers Automotive Repair shop out of Clearwater, Florida. With more than 6,940 subscribers and more than 2.5 million views, this popular repair shop is posting about 2 videos a week with authentic footage featuring different auto repair projects.
Facebook is the second most popular social media channel among U.S. adults. About 69% of U.S. adults report using it.
Since its initial launch on February 4, 2004 on Harvard’s campus, Facebook has grown to dominate the internet landscape. It is credited with being one of the major forces that brought into existence very participatory user-generated content – referred to as Web 2.0.
According to the Pew Research Center, an estimated 7 out of 10 U.S. adults have used Facebook. Among those who do, an estimated 7 out of 10 visit the channel daily and about half (49%) check Facebook more than once a day.
As for demographic usage, the channel consists of 77% adult women and 61% adult men in the U.S. About 77% of ages 30-49, 73% of ages 50-64, 70% of ages 18-29 and 50% of seniors ages 65 and over indicated that they have used Facebook.
Tint companies have used Facebook to generate brand awareness and draw users deeper into a sales funnel. They use Facebook’s many features, including Ads, Live streaming videos, Stories and Groups, to foster a sense of community around their products and/or services.
An estimated 40% of U.S. adults have engaged on Instagram. Launched in 2010, the photo and video sharing channel (which is owned by Facebook) is used to post images of everyday life.
According to the Pew Research Center, about 4 in 10 Americans (37 percent) said they have used Instagram. Young adults (ages 18-29, 75%), women (43%) and Hispanic Americans (51%) are the most engaged on the platform.
Here is a look at the U.S. adult age demographics on the channel:
- 75% of 18- to 24-year-olds
- 57% of 25- to 29-year-olds
- 47% of 30- to 49-year-olds
- 23% of 50- to 64-year-olds
- 8% of those 65 and over
An estimated 7 out of 10 U.S. teenagers (72 percent) report using Instagram.
BusinessNewsDaily.com offers several tips for companies interested in engaging on Instagram.
An estimated 31% of U.S. adults are engaging on Pinterest. According to the Pew Research Center, Pinterest is predominately used by women (46%) versus men (16%). The channel allows users to create virtual bulletin boards (imagine cork boards) in which you can “pin” ideas. For example, imagine creating a recipe board and then “pinning” recipes.
The majority of U.S. adults who reported using Pinterest are college educated (37% have a college degree and 36% have some sort of college). This social media channel is equally used across the ages – with about one third (38%) between the ages 50 to 64, about one third (34%) between the ages 30 to 49 and about one third (32%) between the ages 18 to 29.
Companies use Pinterest to create boards that are relevant to their business and offer pins that link to associated webpages on their company’s website or other resources. The key is finding enticing images and content to attract “pinners” – or the channel’s users.
For example, General Electric, a well-known industrial manufacturing company, offers several boards related to it’s products, services and programs – including a board called “Badass Machines” that features a variety of mechanical marvels, from gas and wind turbines to aircraft engines.
According to the Pew Research Center, 28% of U.S. adults are engaging on LinkedIn.
LinkedIn has transformed to become more than just a place where job seekers connect and grow their network for future employment. In 2014, a LinkedIn-led study showed business professionals spend an average of 8 hours a week on LinkedIn, consuming content as a way to educate themselves on industry news. It is now considered a go-to business news source, where professionals are able to stay on top of changing trends.
LinkedIn audiences tend to be educated (51% have a college education) with a makeup of about 57% men and 43% women. An estimated 49% of users make more than $75,000 per year, and 61% of LinkedIn users are between the ages of 25 and 34. An estimated 4 out of 5 people on LinkedIn reportedly “drive business decisions.”
There are many reasons Window Film Dealers, especially those in flat glass, would want to engage on LinkedIn. Companies should consider setting up a page, using LinkedIn both personally and professionally, and advertise.
Snapchat
Launched in 2011, Snapchat has grown in usage. In 2021, one out of every four U.S. adults (25%) have engaged on the channel. Research shows Snapchat’s audience skews younger, with more than half (65%) of U.S. adults ages 18 to 29 having engaged on the channel. An estimated 24% of U.S. adults ages 30 to 49 and 12% of adults ages 50 to 64 have used the channel.
Developed by a Snap, a camera company, Snapchat’s foundation is built upon taking photo and video that can then be sent to users and only seen for a short time before it becomes inaccessible. Snapchat has evolved now to allow for live video chatting, messaging, creating avatars and sharing a chronological story line.
Because Snapchat is so popular among Millennials, many companies are engaging on Snapchat to connect young adults with their brand.
Those successfully using the platform are posting content that is designed to be more casual and fun. For example, Taco Bell uses the platform to announce new products but also posts fun tips like how to score a date on Valentine’s Day.
An estimated 23% of U.S. adults are engaging on Twitter, according to the Pew Research Center. Originally launched in 2006, Twitter provides users the opportunity to post short paragraphs of information, limited to 280 characters (which, in 2017, was increased from 140 characters.)
Research shows Twitter’s audience skews younger, with almost half (42%) of U.S. adults ages 18 to 29 on the channel. An estimated 27% of U.S. adults ages 30 to 49 and 18% of adults ages 50 to 64 have used the channel.
U.S. adult Twitter users are educated, with 33% having earned college degrees and 26% having worked toward a college degree.
Here is a look at several companies who are using Twitter to grow their audiences.
TikTok
In 2017, TikTok took the world by storm when it launched its short video sharing and social media service. In 2021, an estimated 21% of U.S. adults have engaged on the channel, which allows users to create short, looping videos or offer live video feeds.
Nearly one-half of the U.S. adults ages 18 to 29 (48%) are using TikTok. An estimated 22% of U.S. adults ages 30 to 49 and 14% of adults ages 50 to 64 have used the channel. These numbers are growing. According to Social Media Today, TikTok became the first non-Facebook owned app to reach 3 billion installs worldwide.
Many companies are experimenting with TikTok to reach younger audiences. According to HubSpot, because the channel is less than five years from its launch date, research isn’t clear yet on best practices for companies. But more companies are adding TikTok to their marketing strategies every day.
Working For You
Determining which social media channels to engage on as a company is one of the most important steps in developing a sound social media marketing strategy for your tint shop. After all, it takes time to create content and manage a social media presence. A return on that investment is critical.
Accent Distributing works with a full-service marketing firm that can assist in answering any questions you might have related to social media channels, content and management.
For more information or to speak with a marketing professional, contact Inside Sales at [email protected].
