As we know, social media moves QUICKLY! Trends come and go within a matter of days, but the core of how we market our brand stays the same, we just have to ensure we keep on top of it.
We’ve taken a deep dive into the latest Meltwater Global Digital Trends report, and here are some stats that might just change the way you think about digital marketing... well, sort of.
Evolution of audiences
One of the most surprising statistics from the report? 65+ year olds are now more likely to purchase something online than 18–24 year olds.
Many often (wrongly) assume the older generation isn’t as tech-savvy as Gen Z and while that might be true in some ways, it doesn’t mean they aren’t the ones spending money online. This challenges the notion that digital is a “young person’s game.”
It’s really about broadening your thinking and engaging with the audiences that other brands might be ignoring – learning about what they actually want, understanding their behaviours and how/where they’re consuming content online, because every audience interacts with platforms differently.
People are consuming content faster than ever, but what matters for marketers is how these platforms fit into each audience's life. This is where social listening becomes invaluable, having tools that show you where your audience is and what they’re saying gives you the insight you need to tailor your messaging effectively.
Social media is more relevant than it’s ever been
It started as a way for people to connect, but now social platforms are a key part of the research phase for many users. In fact, 50% of people are actively researching brands online, and they’re doing this across multiple platforms.
With so many platforms emerging, consumers move quickly between them. On average, people use 6.8 platforms per month, and 99% of us are on at least two. And the key part… we’re using each platform for different things!
So, what does this mean for marketers? It brings us back to the heart of any good strategy: find your audience in the right place, with the right message. That hasn’t changed.
Ask yourself: Why would someone use Instagram and TikTok? It’s not going to be for the exact same type of content, so understanding the purpose people assign to each platform is essential.
Interestingly, while more of us are spending time online, we’re actually spending less time overall online. But why?
It’s likely that platforms and tool, such as, TikTok and AI-powered Google summaries have changed expectations… consumers want answers faster, and they want content that ‘get’s to the point’
Let’s not forget that social media isn’t the only place you can ‘get online’
From streaming apps like Netflix to YouTube ads, online content is no longer confined to phones and laptops it’s on your TV too.
But here’s the twist: how people define “online” is subjective. Is watching YouTube on a smart TV the same as browsing online on a phone? It all depends on the person.
What matters is this: there are more opportunities than ever to reach your audience. Marketers need to think beyond the usual social platforms and consider the full picture where people are actually consuming content and ads.
The opportunity
There’s a real opportunity to challenge the way we think about audiences and content. The data gives us insight, but it's up to us to keep learning because in six months, it will all shift again!
The key takeaways? Instead of scrambling to be everywhere at once (all 6.8 platforms!), focus on the right channels for your brand, those where your audience is actually paying attention. Prioritise quality over quantity, thinking about how and where your brand naturally fits into the content people are already consuming.
