Facebook, Instagram, Snapchat and Tiktok. Even if you don't use them, you know about them. And if you do use them, chances are, you use them daily. However, what exactly are they about in terms of functionality, what you can do, and whom they are targeted at?
Facebook:
Facebook is a social networking site that allows users to easily connect with their followers or follow online. It is currently the world's largest social network, with over 1 billion users (STELZNER, 2022). The latest official mission statement for Facebook is summarised simply as: allows friends and family to stay connected on a personal and global scale through posting, sharing, and expressing ("Facebook: What is Facebook?", 2022). To do this, users can add or accept friends, join groups, create events, post photos and videos, and share, like and react to content. There is also a messaging and calling platform at users’ disposal plus so much more. Facebook is commonly associated with an elder demographic; however, statistics show that 'users aged 25-34 represent Facebook’s largest audience' (Barnhart, 2022). However, a platform that was originally created for college students now has the widest and largest demographic. This may be linked to the reasons why the platform is so popular. As stated above, Facebook has a large list of what you can do with the platform which is all attractive features. However, the convenience in communication, entertainment (both informative and personal) point of convergence and personal interactions are all contributing factors to the popularity of the platform (Boukouvidis, 2022). With all these factors combined, Facebook continues to grow and develop as the most used social media platform.
Instagram:
Instagram is a social media platform that allows users to share images and videos. Users can do this in various forms. This platform emphasises photo and video sharing through taking, editing, and publishing content that can be shared to either followers or not followers through a public account. Anyone can interact with public content (or private given they have access) by liking, commenting, sharing, and saving ("Help Center", 2022). Due to all these sharing functions, Instagram is highly popular. It is easy for an individual to gain exposure through sharing, liking and hashtagging. However, the visual appeal of the app also increases its popularity due to people’s responses to visual imagery. While users can caption their posts, 70 per cent of 500 respondents confirmed that an Instagram caption is not what they find appealing about the platform (McLachlan, 2022). In fact, when a user clicks on the explore page, users only see a tile of visuals rather than text content. This separates the platform from other social media and targets a very specific demographic. Instagram's target audience is the 16 – 24-year-old demographic, with statistics showing it is currently Gen Z's favourite social platform (Cole, 2022). This separation from other social media platforms allows Instagram to thrive, making it successful.
Snapchat:
Snapchat is a popular media platform that allows users to easily communicate with friends, view and share stories as well as explore news and content. The functions of the app are very simple. A user can communicate to friends through a photo or message which disappears are being viewed (unless saved by users). The platform also allows friends to connect through stories, filters, and location settings. It also has a function that allows users to connect globally to subscriptions or via a news feed. The app has a bulk target audience of millennials and Gen-Z. Due to the simple functions, the platform is very simple to navigate and, therefore, very popular. However, it is the privacy factor that separates Snapchat from other social media and contributes to its popularity. 'Snapchat is valuable and beloved by young people because it is not a public profile ("9 + 1 reasons why Snapchat is so popular - Capturly Blog", 2022). Users only share content with their friends without the idea of followers and can control how long this content is seen. The idea behind its platform isn't about 'capturing the traditional Kodiak moment' but rather, 'communicating with the full range of human emotion' ("9 + 1 reasons why Snapchat is so popular - Capturly Blog", 2022). Therefore, this app is more personalised than others and creates a unique and popular way of sharing.
TikTok:
TikTok is currently a trendy short-video hosting service. From trending audio and dance to pranks, stunts, how-to's and entertainment, this platform has revolutionised social media. Since being released in 2016, TikTok has had roughly 1 billion users (Midson-Short, 2022). With the help of algorithms, TikTok filters the content its viewers see. Users can post videos that range from 0 - 60 seconds. Currently, a user’s body realises shots of dopamine that make the app so addictive (Quinn, 2022). The simple functions of this app include creating, remixing, saving, and discovering videos and audio which can be shared within or out of the app. A platform that was originally aimed at a younger audience has now grown with parents and grandparents scrolling the feeds of TikTok. These platforms differentiate from other platforms as it gives users a unique and engaging way to express themselves and their life (Midson-Short, 2022). Although the app has been very controversial, it continues to grow and engage its users.
References:
9 + 1 reasons why Snapchat is so popular - Capturly Blog. Capturly Blog. (2022). Retrieved 18 July 2022, from https://capturly.com/blog/9-1-reasons-why-snapchat-is-so-popular/.
Barnhart, B. (2022). 20 must-know Facebook stats for marketers in 2022. sproutsocia. Retrieved 18 July 2022, from https://sproutsocial.com/insights/facebook-stats-for-marketers/.
Boukouvidis, T. (2022). Four Reasons Facebook Is So Popular. The Odyssey Online. Retrieved 18 July 2022, from https://www.theodysseyonline.com/four-reasons-facebook-so-popular.
Cole, J. (2022). Why Is Instagram So Popular? We Asked Active Users To Explain. Thought Catalog. Retrieved 18 July 2022, from https://thoughtcatalog.com/james-cole/2018/09/why-is-instagram-so-popular/.
Facebook: What is Facebook?. GCFGlobal.org. (2022). Retrieved 18 July 2022, from https://edu.gcfglobal.org/en/facebook101/what-is-facebook/1/.
Help Center. Help.instagram.com. (2022). Retrieved 18 July 2022, from https://help.instagram.com/.
McLachlan, S. (2022). Instagram Demographics in 2022: Most Important User Stats for Marketers. Social Media Marketing & Management Dashboard. Retrieved 18 July 2022, from https://blog.hootsuite.com/instagram-demographics.
Midson-Short, D. (2022). What is TikTok? Why Is It So Popular? Brandastic. Retrieved 18 July 2022, from https://brandastic.com/blog/what-is-tiktok-and-why-is-it-so-popular/.
Quinn, R. (2022). Why Is TikTok So Popular? (Top 8 Reasons). The Cold Wire. Retrieved 18 July 2022, from https://www.thecoldwire.com/why-is-tiktok-so-popular/#:~:text=The%20short%20videos%20and%20shots,how%20you%20use%20the%20platform.
STELZNER, M. (2022). Purpose: How Facebook Built an Empire. socialmediaexaminer. Retrieved 18 July 2022, from https://www.socialmediaexaminer.com/purpose-how-facebook-built-an-empire/.
Images:
Rawpixel, 2022, Friends holding up thought bubbles with social media concept icons, digital image, veiwed 5 September 2022, https://www.freepik.com/free-photo/friends-holding-up-thought-bubbles-with-social-media-concept-icons_2892695.htm#query=social%20media&position=2&from_view=search under a Creative Commons Attribution 2.0. Full terms at http://creativecommons.org/licenses/by/2.0.
Comentarios