There are more than 2.7 billion social media users worldwide, representing around 35% of the worldwide population. And with more users coming on board every year, it’s important for organizations to stay abreast of their target audiences’ habits.

According to a new survey by The Manifest, nearly one-third (30%) of people interact on social media more than 10 times a day, via liking, posting, or sharing content. Social media channels provide a unique opportunity to connect with others of similar interests, and clearly, people are utilizing this capacity to advantage.

In addition, almost every social media user (94%) posts content regularly, including 42% who post at least once a day.

The Most Popular Social Media Content

More than two-thirds of people (69%) post images on social media, beating out video content and announcements. In this fast-paced digital age, images engage more people than text alone.

Social Media Channels Used Most Frequently

The results also show that Facebook still reigns supreme in terms of overall social platform usage. Even though there have been previous reports of attrition among younger generations, The Social Network remains key for many - though, overall, users are spending less time on Facebook than before.

Two channels whose market share is growing at a faster rate than Facebook are YouTube and Instagram.

Top Social Media Channel for Sharing and Liking

More than half of social media users are most likely to use Facebook both to share their own content (52%) and like someone else’s content (54%), with Instagram coming in second.

Keeping on top of these types of insights can provide businesses and organizations with valuable information to test with their own target segments. Understanding customer and prospect social media habits can help better focus your marketing efforts, and improve your campaign return on investment (ROI).