Open Report:Bespoke – Social Media Domestic Vol 26

Key Takeaways:

  • Consumers are decidedly against seeing political ads and political opinions of friends on their social media platforms and indicate that they will reduce usage when they encounter it. Snapchat and Pinterest users are most likely to view those platforms as safe havens from political content (Facebook and Twitter users expect the former and latter to be the biggest offenders). 

  • Where TikTok really shines is in time per day of usage. TikTok’s relatively smaller (but growing) subscriber base spends the most minutes per day of all platforms we test. Snapchat users are the most likely to also be using TikTok, but Instagram users who ALSO use TikTok are the most likely to say that TikTok usage replaces some or all of their usage.
  • Snapchat users are more engaged with filters and camera effects than Instagram users. Additionally, Snapchat users are starting to notice “cameos” on the app. 6.8% of all users agreed that they have been using Snapchat more because of the feature. 

  • Social media engagement overall has continued to improve following the dip in engagement back in April of 2018 (our January reading this year is getting closer to series highs set in January of 2018). 

  • Instagram users have been increasingly likely to “tap to view products,” especially ones they see in their feed. Though users prefer to be taken to the company website, an increasing minority said they prefer to check-out while in the Instagram app. That said, users who like the feature mostly aren’t spending more because of it. 

  • Facebook user annoyance with ads recovered from series highs, but the percentage of users who say ads they see are more relevant to them has been in decline since July of 2016. 

Key Charts: