Pew Research: Social Media use in 2021
Maintaining active social media accounts is now part of the job description for broadcast meteorologists and most of those working on-air in TV newsrooms. Some TV stations have figured out a way to monetize social media posts. However, for the most part, it remains a promotional vehicle and a free one at that.
To make the most of the time you spend posting on social media, get to know the people you’re talking to.
KNOW YOUR AUDIENCE
A new study conducted by Pew Research breaks down the number of active people on social media and which platforms are the most popular. The research is based on a national representative survey of 1502 adults conducted by phone between January 25-February 8, 2021.
The most popular social media platform is YouTube, with 81% of U.S. adults saying they use the video-sharing website. Facebook is the second most popular platform, with 69% of respondents saying they use the website or app.
YouTube and Reddit have gained in popularity since 2019, the last time Pew did a similar study. However, the number of U.S. adults who say they use other social media platforms, including Facebook, remains steady.
MORE RESEARCH FROM PEW: THE MOST IMPORTANT PART OF THE NEWSCAST
While the demographics for individual social media accounts will likely vary, Pew Research provides some general information for each type of platform. Facebook is more popular with women, while Twitter is slightly more popular with men. You’ll connect with more women on Instagram and more men on Reddit.
Not surprisingly, younger adults are the most active on social media. Over 70% of those aged 18-49 are active on Facebook, Instagram, and YouTube.
Of the U.S. adults who active on Facebook, 71% check their newsfeed at least once a day, with 49% saying they check it several times a day.
Although Twitter is popular among broadcast meteorologists, only 46% of U.S. adults surveyed said they look at the social media site at least once a day and only 30% several times a day.
SOCIAL MEDIA BEST PRACTICES
Social media can be an effective way to communicate with viewers between newscasts, when people are more likely to be out in the weather and affected by sudden changes.
Consider the demographics and build a following by creating content specifically designed for each social media account. Engage in conversation, demonstrating your expertise and sharing your personality. That’s Meteorology Marketing on a very personal level.
Tim Heller is an AMS Certified Broadcast Meteorologist, Talent Coach, and Weather Content Consultant. He helps local TV stations and broadcast meteorologists communicate more effectively on-air, online, and on social media.