We tend to focus quite a bit on the likes of Facebook, Twitter and Google+ for our social media efforts. And, while these platforms are undoubtedly essential as part of any social media marketing strategy, their sheer size (1.35 billion active Facebook users each month anyone?) means that they often overshadow some of the smaller social networks.
But, while the industry’s biggest players are enjoying extremely healthy user numbers, it seems it’s the smaller networks that are experiencing the biggest growth spurts.
In fact, according to the Global Web Index it is Tumblr that is the fastest-growing social platform at present. Its active user base increased by a staggering 120% in the last six months. Compare this to Facebook’s paltry 2% and you can see why Tumblr deserves to be put in the spotlight.
However, it’s not just Tumblr that is experiencing a surge. Pinterest has also been performing well and was top for overall member growth in the same period at 57%.
Despite its poor growth figures, Facebook is still way ahead in terms of overall user numbers and popularity. But, if networks like Tumblr keep growing at over 100% and the industry behemoths drag their heels, we could see a very different future in the social networking world.
Facebook’s place at the top of the social media charts seems safe for now but it’s got a lot of soul searching to do going forward.
Also, something else that’s worthy of note is that Facebook’s audience skews old – more than any other social network, in fact. Tumblr’s, on the other hand, skews young.
Therefore, if your business and its products and services appeal to a particular demographic, you should take this into consideration when devising your social media campaigns.
So if you haven’t yet added Tumblr and/or Pinterest to your social media marketing mix, maybe it’s about time you gave them both a try.
If you’re already using either of them, we’d love to hear about your experiences.