Social Media Platform Comparison Chart

[Pages:3]Social Media Platform Comparison Chart

Platform

Description

Social networking and sharing

Social media's mass market

User demographics

Among online adults, these use Facebook:

72% overall

70% of non-Hispanic whites 67% of non-Hispanic blacks 75% of Hispanics

66% of men 77% of women

Of all Facebook users:

26% are 18-24 32% are 25-34 25% are 35-44 23% are 45-54 11% are 55-64

91% use the platform at least weekly

Features and limitations

? The "go-to" platform ? Emphasizes visuals, particularly video ? Posts get better engagement when they are:

--Under 250 characters --Put up on Thursday or Friday --Used to ask questions

Sizing (in pixels): Shared images ? 1200 x 630 Shared links ? 1200 x 627

Microblogging Social media's broadcast system

Among online adults, these use Twitter:

23% overall

20% of non-Hispanic whites 28% of non-Hispanic blacks 28% of Hispanics

25% of men 21% of women

Of all Twitter users:

23% are 18-24 22% are 25-34 16% are 35-44 13% are 45-54 8% are 55-64

59% use the platform at least weekly

? Higher tolerance for text-only content, although including images improves engagement

? More immediate, spontaneous, "real time" engagement than many other platforms -- best of the "big" platforms for dialogue/conversations

? Hashtags facilitate searching and improve engagement ? Closely attuned to what's trending ? Drives users to external sites through links ? Limited to 140 characters per tweet (this will change soon; in the meantime,

URL shorteners help) ? Requires engagement with followers and sharing of other people's content

Sizing: In-stream images -- 440 x 220 pixels (2:1 aspect ratio) minimum* -- 1024 x 512 pixels (2:1 aspect ratio) max* -- 5GB maximum for photos -- 3MB maximum for animated GIFs

Native video -- 30 seconds maximum

*To appear expanded

Platform

Description

Electronic bulletin board

Social media's inspiration board

User demographics

Among online adults, these use Pinterest:

31% overall

32% of non-Hispanic whites 23% of non-Hispanic blacks 32% of Hispanics

16% of men 44% of women

Of all Pinterest users:

9% are 18-24 22% are 25-34 21% are 35-44 13% are 45-54 10% are 55-64

55% use the platform at least weekly

Features and limitations

? Emphasizes visuals, especially photos ? Curates information to give users more info in a faster, better way ? Is treated as a "search engine" alternative by some users

Sizing of pinned images: -- Minimum 600 pixels wide (height is scaled) -- 2:3 to 1:3.5 aspect ratio -- Appear as 236 pixels wide (height is scaled) on main page and on boards

Visual storytelling Social media's photo album

Image and video sharing Social media's self-destructing snapchat message

Among online adults, these use Instagram:

28% overall

21% of non-Hispanic whites 47% of non-Hispanic blacks 38% of Hispanics

24% of men 31% of women

? Closely attuned to what's trending

? Designed for mobile users

? Available filters can help compensate for less-than-stellar images

? Hashtags facilitate searching and improve engagement

? Hashtags and other messages can be incorporated into images for greater impact

Of all Instagram users:

28% are 18-24 32% are 25-34 9% are 35-44 8% are 45-54 4% are 55-64

76% use the platform at least weekly

Sizing:

Images -- 1080 x 1080 pixels (1:1 aspect ratio)

Shared video -- 3 seconds minimum -- 15 seconds -- 15MB maximum

Of all Snapchat users:

71% are younger than 25 29% are older than 25

30% are men 70% are women

? Facilitates spontaneous, visual "coversations"

? Captions, doodles, and filters can be added with in-app editing features

? Content disappears after 1-10 seconds, as determined by the poster

? "Stories" feature allows users to share multiple videos and photos with followers and keep them visible up to 24 hours

Length of video: 10 seconds maximum

Platform

Description

Multimedia blogging

Social media's journal

User demographics

Among online adults, these use Tumblr:

6% overall 13% of all 18- to 29-year-olds

6% of non-Hispanic whites 5% of non-Hispanic blacks 8% of Hispanics

Of all Tumblr users:

23% are 18-24 27% are 25-34 16% are 35-44 11% are 45-54 6% are 55-64

46% are men 54% are women

Features and limitations

? Short bursts of content (75.8 million posted daily) ? Strong community ? Hashtags facilitate searching and improve engagement ? Video autoplays and loops ? Developing content can be time-consuming

Sizing: Image posts -- 1280 x 1920 pixels maximum for photos -- 10MB maximum for photos -- Photos appear in feeds at 500 x 750 pixels -- 500 pixels maximum for animated GIFs -- 1MB maximum for animated GIFs

Native video -- 100MB per day maximum

Sources: Pew Research Center's Internet Project 2015, SproutSocial (), Adweek, Meyer Foundation (), Digital Information World, DMR (), Business Insider ()

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