We can all agree that 2020 has been the year of change and evolution, and social media has been at the forefront of news and information at every step of the way. Whether we’ve lost a few hours to TikTok scrolling or have relied on video calls to maintain our relationships (and jobs!), we saw the additional opportunity that social media can offer – and naturally, we wanted to explore more!
In partnership with Pureprofile, we undertook a census this year that evaluates our relationships with social media both pre- and post- the height of the COVID-19 pandemic in Australia. We wanted to gauge usage and intent when it came to how and more importantly WHY we consume and engage with social media, and by the looks of it, our Aussie users have become more content with their content consumption 😉.
The ‘stay at home’ movement simultaneously meant that we also needed to become well versed across social media platforms, (and learn how to bake banana bread), and we saw an increase in platform usage overall. As we have come to rely on social media as our virtual hub for staying connected, half of Australians are saying these platforms are improving their relationships, and even more people are happy with the amount of time they’re online for.
Pre-Covid-19, most of the older generation might have been horrified by the abundance of time the ‘youths’ are spending online, but now the 65+ yr olds are the most likely to take advantage of some platform features to connect with their friends and family and spend more money online. Plus, virtual catch-ups have allowed us to remain connected and share experiences, which has led to the increase in consumption to video content as a whole, with longer form video content, Instagram Story videos and IGTV absolutely seeing a rise in usage.
Of course, when we talk about conversions and interest, we saw that our influencers have cracked the code of the algorithm and keep mainly 18-24 yr olds actively engaging and proved that the instantaneous nature of social media content during a time where we are online more, with increasingly encourage people to trial and test new products.
We won’t talk your ear off with words on a page – If you’re up to read into the nitty-gritty of the census and dive into the numbers, get your hands (virtually) on the whole census! If you’ve got any questions about where to start with your socials or how to make the most out of them, get in touch with us here!