Social Sharing Works Around the World
It’s so easy to take a look at how social media works close to home and assume that that is how it works everywhere. But in our globalized world, you can’t necessarily do that. Your blind spots will negatively impact your ability to reach customers elsewhere. Whether studying global health or plumbing social media can help.
That’s why studies like the one released by Gigya are so interesting. They show where people review and share the content to their friends.
It’s different information than simply “who uses what service.” It’s about what products and services they are sharing with their connections that shows us where we should be spending our time.
Facebook Is Not Dead
Despite the unpopular advertising fees they charge, the heavy-handed management of “Pages” and the media crying wolf over their imminent demise, Facebook remains a central hub of sharing worldwide.
In North America it actually has the smallest percentage of shares, mostly due to heavy competition by Pinterest (36% and 29% of shares respectively.) But in Asia/The Pacific, it gets 60% of all shares, and 67% of shares in South America.
Even in Africa and the Middle East, Facebook has a chokehold, representing 45% of shares, nearly even with Europe’s numbers at 46%. Unfortunately, without access to the raw data we can’t know how much this represents in real numbers.
Dark Horse Contender: Twitter
Personally, Twitter is not my favorite social media platform. But considering that a recent poll found only 16% of US adults are on Twitter, it appears that doesn’t stop Twitter users worldwide from contributing significantly to the number of shares. In Europe, Twitter is neck and neck with Facebook, with 45% and 47% respectively.
Only in North America does the impression of a weak Twitter-verse bear out, with a respectable-but-not-compelling 24% of social shares. All the more evidence that you should look further afield when you’re comparing trends.
South America uses Twitter to share 28% of all shares, The Middle East/Africa at 32% and The Pacific/Asia at 33%. Perhaps an indicator that the microblogging platform fits well with the web-users in mobile-device-dominated emerging markets?
Can Pinterest Step Up?
Although in North America, Pinterest has emerged as the Next Big Thing, it remains to be seen whether it will catch on in the rest of the world. Meanwhile, companies with a significant market share outside the US (or who offer international shipping!) would be advised to focus social media marketing efforts on Facebook and Twitter.
The worldwide social media landscape is full of fascinating insights, isn’t it?