Who is Getting Their News From Social Media?
In the past, public relations professionals may have relied on traditional media outlets to spread their message. However, today there are a host of digital media channels to consider. This isn’t without its risks.
My point however, is that if you’re developing a strategic communications plan, you are likely considering which platforms to use to reach your audience. The best way to answer this question is to know your audience and understand which platforms cater to your audience.
In the past, public relations professionals may have relied on traditional media outlets alone. However, today there are a host of digital media channels to consider. Additionally, only 26% of U.S. adults often, or sometimes, get their news from print publications and fewer still get their news from radio outlets.
These channels include Facebook, X, formerly known as Twitter, Instagram, YouTube, TikTok, Reddit, LinkedIn and Snapchat. Which platform you elect is greatly influenced by who you are trying to reach. If you are trying to reach older adults, you might consider Facebook. If you are trying to reach youth who are 18 and under, you might consider Snapchat, or TikTok. And if you want to reach professionals, you might consider LinkedIn, Facebook or YouTube.
Who Is Getting Their News from Social Media?
When it comes to information, a rising number of media consumers get their news from social media. YouTube and Facebook outpace all other social media platforms with one third of U.S. adults admitting to turning to YouTube and Facebook for news.
According to data from Pew Research, “smaller shares of Americans regularly get news on Instagram (20%), TikTok (17%) or X, formerly known as Twitter (12%). And even fewer get news on several other sites, including Reddit (8%), Nextdoor (5%), Snapchat (5%), WhatsApp (5%), LinkedIn (4%), Truth Social (3%) and Rumble (2%).”
These platforms appeal to different demographics. For instance, women are more likely to be regular news consumers on apps such as Nextdoor, Instagram, Snapchat, TikTok and Facebook. Men are more likely to be regular news consumers on social media channels such as YouTube, Reddit, TruthSocial and Rumble.
Why This Matters?
When we know our audience, we know where to reach them. We can also cater information to their preferences.
Is There a Downside?
Unfortunately, disinformation and misinformation spreads on social media. There are bad actors who target certain communities with false or misleading information, especially around election season. What is more, given limited media literacy, many people do not know how to distinguish fact from fiction. Even as more people turn to social media for their news, it is imperative that the nation support traditional media outlets and trained journalists.