Social Media OverviewUpdated 2016-12

Social Media

Platform# of Users Description Media Type Ad Options

Facebook1.18 billion daily

active users

Facebook is a social media and networking app that allows

people to connect with others through profile pages and their

newsfeed via content posts. Facebook introduced live

streaming in 2016.

Text, Images, Video,

Live Streaming,

Messaging

Page post enagement, page likes, clicks

to website, website conversion, app

installs, app engagement, event

response, offer claims, video views, local

awareness, slideshows, carousel ads,

dynamic ads, lead ads

Twitter313 million monthly

active users

Twitter is an online news and social networking app that allows

people to create 140-character messages to "tweet" out to

followers.

Text, Images, Video,

Messaging

Tweet engagement, video views, website

visits, website conversions, app installs

or re-engagements, followers, leads on

twitter, awareness

LinkedIn

467 million

registered

members, 133

million in the US

LinkedIn is a business-oriented social media app that connects

professionals. It also allows companies to create pages to

share information and industry news with followers.

LinkedIn has a higher percentage of users who are employed

compared to users who are unemployed.

Text, Images,

Messaging

Sponsored content, sponsored inmail,

dynamic ads, display ads, text ads

Instagram500 million monthly

active users

Instagram is a social media app that allows users to post

sylistic images and short videos to followers. In Q4 2016,

Instagram introduced live streaming functionality.

Images, Videos, Live

StreamingPhoto ads, video ads, carousel ads

Pinterest150 million active

monthly users

Pinterest is a content sharing app that allows users to post and

share images and other media known as "pins". These

individual pins are then organized into collections by a topic or

theme known as Boards. The most popular themes are food,

drink, do-it-yourself (DIY) projects, crafts, home decoration,

holidays and events.

Images Promoted pins

Snapchat150 million daily

users

Snapchat is an image and video messaging app that sends

short, self-deleting images and videos to others. The selfie

filter option applies humorous art to each person. Snapchat is

a rapidly growing social media service that is forecasted to

exceed Twitter and Pinterest usage by the end of 2016.

Images, Videos,

Messaging

Snap ads, sponsored geo-filters,

sponsored lenses

YouTubeMore than 1 billion

users

YouTube is a video sharing app that allows users to create and

upload videos. Videos can be easily embedded in other media,

such as websites, or users can search directly for video or

video channels on YouTube.

Videos Video ads

Tumblr 326.9 million blogs

Tumblr is a microblogging and social networking app that

allows people to post content in a short-form blog. Tumblr is

owned by Yahoo.

Text, ImagesSponsored posts, sponsored video

posts, sponsored day

Flickr 122 million users

Flickr is an image and video hosting app that enables people to

share, discover and organize photos and video. Flickr is owned

by Yahoo. Images Interactive ads, standard ads

Reddit234 million unique

monthly users

Reddit is a social news and media aggregation app that allows

registered users to submit content and engage with

submissions from other users. Reddit has a higher percentage

of users that are more liberal than moderate or conservative in

their political standing.

Text, Images, Videos Promoted post

Periscope10 million

registered accounts

Periscope is a live streaming video app owned by Twitter in

which users can broadcast live to viewers. Multiple competing

social media platforms now offer live streaming.

Video, Live StreamingPeriscope is currently beta testing an ad

platform

Google+4-6 million active

users

Google+ is a social media app that allows users to create and

share content. Every Google account has a corresponding

Google+ account. The number of people who have created a

post or are active users on Google+ is low.

Text, Images, Videos Promoted post

Social Media DemographicsUpdated 2016-12

Male Female 18-29 30-49 50-64 65+

High

school or

less

Some collegeCollege

degree

White

non-

Hispanic

Black non-

HispanicHispanic Urban Suburban Rural

Less than

$30,000

$30,000 -

$49,999

$50,000-

74,999$75,000+

Facebook ● ● ● ● ◐ ● ● ● ● ● ● ● ● ● ● ● ● ●Twitter ● ● ● ◐ ◐ ○ ◐ ● ● ◐ ● ● ● ● ● ◐ ○ ● ●LinkedIn ● ● ● ● ● ◐ ○ ◐ ● ● ● ◐ ● ● ◐ ◐ ○ ◐ ●Instagram ◐ ● ● ◐ ○ ○ ◐ ● ● ◐ ● ● ● ◐ ● ● ● ● ●Pinterest ○ ● ● ● ● ◐ ◐ ● ● ● ◐ ○ ● ● ● ● ● ● ●Tumblr ● ● ● ◐ ○ ○ ● ● ◐ ◐ ● ● ● ◐ ○ ● ◐ ○ ◐Reddit ● ○ ● ◐ ○ ○ ○ ● ● ● ○ ○ ○ ◐ ◐ ●Flickr ◐ ● ● ● ◐ ○ ○ ◐ ○ ●Snapchat ● ◐ ○ ○YouTube ● ● ● ● ● ●Periscope ● ◐ ○ ○

*Blank cells indicate data not available

AgeSocial Media

Platforms

Gender Yearly IncomeLocationRaceEducation

Sources

Addady, Michal. "Pinterest Now Has 150 Million Monthly Users." Pinterest Passes 150 Million Monthly Active Users |

Fortune.com. N.p., 13 Oct. 2016. Web.

http://fortune.com/2016/10/13/pinterest-monthly-active-users/

Barrie, Joshua. "Nobody Is Using Google." Business Insider. 20 Jan. 2015. Web.

http://www.businessinsider.com/google-active-users-2015-1

Barthel, Michael, Galen Stocking, Jesse Holcomb, and Amy Mitchell. "1. Reddit News Users More Likely to Be Male,

Young and Digital in Their News Preferences." Pew Research Center's Journalism Project. 25 Feb. 2016. Web.

http://www.journalism.org/2016/02/25/reddit-news-users-more-likely-to-be-male-young-and-digital-in-their-news-

preferences/

Buckle, Chase. "3 in 4 Periscope Users Are 16-34." Global Web Index. 23 Mar. 2016. Web.

https://www.globalwebindex.net/blog/3-in-4-periscop-users-are-16-34

De Luna, Elizabeth. "Flickr vs Instagram: How to Use Photos of Your Event to Sell More Tickets - Eventbrite US Blog."

Eventbrite US Blog. 22 Sept. 2016. Web.

https://www.eventbrite.com/blog/flickr-instagram-event-photos-ds00/

Duggan, Maeve. "The Demographics of Social Media Users." Pew Research Center: Internet, Science & Tech. 19 Aug.

2015. Web.

http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/

Fontein, Dara. "The Top Social Media Sites That Matter to Marketers." Hootsuite Social Media Management. 23 Mar.

2016. Web.

https://blog.hootsuite.com/top-social-media-sites-matter-to-marketers/

Hitlin, Paul, and Monica Anderson. "Social Media Conversations About Race." Pew Research Center: Internet, Science &

Tech. 15 Sept. 2016. Web.

http://www.pewinternet.org/2016/08/15/social-media-conversations-about-race/

Greenwood, Shannon. "Demographics of Tumblr." Pew Research Center: Internet, Science & Tech. 17 Aug. 2015. Web.

http://www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015/2015-08-19_social-media-

update_05/

Greenwood, Shannon, Andrew Perrin, and Maeve Duggan. "Social Media Update 2016." Pew Research Center: Internet,

Science & Tech. 11 Nov. 2016. Web.

http://www.pewinternet.org/2016/11/11/social-media-update-2016/

Heine, Christopher. "Snapchat Has Reportedly Surpassed Twitter in Daily Users by Reaching 150 Million." AdWeek. N.p.,

2 June 2016. Web.

http://www.adweek.com/news/technology/snapchat-has-reportedly-surpassed-twitter-daily-users-reaching-150-

million-171793

Kokalitcheva, Kia. "Here’s How Much Periscope Has Grown In Its First Year." Fortune. 27 Mar. 2016. Web.

http://fortune.com/2016/03/28/periscope-one-year-birthday/

Krogstad, Jens Manuel. "Social Media Preferences Vary by Race and Ethnicity." Pew Research Center. 03 Feb. 2015. Web.

http://www.pewresearch.org/fact-tank/2015/02/03/social-media-preferences-vary-by-race-and-ethnicity/

Morrison, Kimberlee. "Meerkat vs. Periscope: How Close Is the Race?" SocialTimes. 20 Apr. 2015. Web.

http://www.adweek.com/socialtimes/meerkat-vs-periscope-how-close-is-the-race/619007

Newberry, Christina. "Top Snapchat Demographics That Matter to Social Media Marketers." Hootsuite Social Media

Management. 24 Aug. 2016. Web.

https://blog.hootsuite.com/snapchat-demographics/

Facebook. 16 Dec. 2016

http://newsroom.fb.com/company-info/

Instagram. 16 Dec. 2016

https://www.instagram.com/press/?hl=en

LinkedIn. 16 Dec. 2016

https://press.linkedin.com/about-linkedin

Reddit. 16 Dec. 2016

https://about.reddit.com/advertise/

Tumblr. 16 Dec. 2016

https://www.tumblr.com/about

Twitter. 16 Dec. 2016

https://about.twitter.com/company

Youtube. 16 Dec. 2016

https://www.youtube.com/yt/press/statistics.html