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29 January 2021
How social media platforms overlap
Social mediaAccount planning, strategic planning
It’s no surprise that most social media users frequent more than one app, but the latest We Are Social/Hootsuite report tracks the overlaps between apps.
Why it matters
The social agency’s takeaway is that brands need not spend on every single platform; a similar reach can come from judicious spend on just a handful of the larger platforms, of which there are six now boasting more than a billion users, and 17 with more than 300 million.
Numbers aren’t everything, and different platforms continue to offer different strategic and creative opportunities.
The figures will help to prop up arguments in favour of a strategic portfolio approach to social media planning and spending.