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Who will be social platform king in 2023?

The key to an effective digital marketing strategy is to know what platforms you need to be on to get the desired audience. With the end of 2022 in sight (already?), we look at the data for social use in Australia in 2022 to see where the audiences might be in 2023.

It should be no surprise that the top of the social platform mountain continues to be the Facebook juggernaut. According to data collected from Vivid Social, Facebook sits at a steady 18 million monthly active Australian users for August 2022. This amount is up by one million from last year and just over two million in 2020. While that is an impressive figure, the core of that data is that nearly half (6.3 million) of that usage is from the key 25-29 age bracket.

Facebook Australian Age Demographics 2020-2022

While this data means that Facebook should factor into your digital marketing plan, there are also some positive learnings from other social networks. TikTok, for example, has seen the quickest rise of any of the social networks in Australia; while this is predominantly in the 13-17 year old demographic, it is still an important one for brands. Currently, there are 1.1 million Australian TikTok users active monthly and growing.

It may not be a surprise that the other top platforms are Google-owned YouTube, with 17.5 unique monthly Australian visitors and Facebook’s sister platform Instagram with 10 million active Australian users.

The popular employment networking-based platform LinkedIn is currently the only platform the data suggests using with caution. While LinkedIn boasts about 10 million Australians have accounts with the platform, the data suggests that less than half of that number actively uses the site monthly.

Platforms like Reddit, Pinterest, and MySpace (Yes, that one) are growing steadily in the Australian market. The Chinese-based platforms of WeChat, RenRen, and Weibo are niche sources to look at for digital marketing campaigns, with over 3 million actively monthly Australian users among them.

Share of Australians using the top social platforms for August 2022

Meta might have a firm grasp at the top of the platform ladder and should be part of your next digital marketing strategy; plenty of other platforms could be considered as they may be a better return on investment for your marketing spend.

If you would like some expert advice on which platform is best for your next campaign, organise a risk-free consultation with our Senior Partnership Manager, Bec Giles.

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