The latest Ipsos MRBI stats on social media use in Ireland don’t yield many surprises – not least the huge growth that Instagram has enjoyed in Ireland over the last few months.
Instagram is now officially the fastest growing social media platform in Ireland and has grown by a huge 7% from November 2016 to November 2017 – leaving the once ‘Golden Child’ Snapchat in its wake, with a growth of only 3%.
The other big winners of 2017 were Pinterest – which experienced a much-needed boost of 5% to make it the 5th most popular social media platform in Ireland.
Likewise, Twitter has enjoyed a growth of 4% in account ownership, although it has been pushed into 3rd position in terms of daily use of a social media platform, having been overtaken by everyone’s current favourite, Instagram.
The biggest loser of 2017 has been Google+, an increasingly redundant platform save for its ties in terms of its Google/ search engine optimisation association.
Facebook has experienced a drop of 2% in account ownership and a further 2% in daily usage. Although, with 65% of the population still having accounts and 69% of those using it daily, it’s far from its demise.
Below are the stats for account ownership in Ireland up to November 2017
And daily usage up to the same period
So, what does this mean for Irish businesses in terms of digital marketing going forward?
- Video is still King
- Infographics reflect the trend for bite-size info
- In the moment/Live content is still the most engaging type of content
- Micro-blogging is going from strength to strength
- Less is more – and less than that is more again
So there you have it – social media continues its charge forward and is cementing its place as the most popular and effective marketing tool in Ireland.