New figures from Pew Research show how social platforms increasingly dictate the way people inform themselves about current developments. This has direct implications for companies looking to reach their target audience. Although this research focuses on the American market, the results also provide valuable lessons and insights for Europe.
Research results show a shift in news consumption.
The research shows that 38% of American adults regularly get news from Facebook, followed by YouTube at 36%. TikTok and Instagram both follow at 20%, indicating strong growth compared to previous years. Notably, X (formerly Twitter) has lost value since the acquisition by Elon Musk, while Threads makes its first appearance in this study.
Approximately 53% of all American adults use social media as a news source, a percentage that remains stable. However, we see shifts between platforms. Younger users show a clear preference for TikTok as an information channel, indicating changing media habits across generations.
Facebook maintains its position despite concerns about the quality of news content. The platform transitioned from external fact-checkers to Community Notes, a system where users can flag misinformation themselves. This change raises questions about the reliability of news on the platform.
Consequences for companies and organizations
These developments have a direct impact on business strategies. Organizations must adapt their communication approach to the platform preferences of their target audiences. Younger segments are better reached through TikTok and Instagram, while Facebook still offers the largest reach for general communication.
The shift to platforms like TikTok calls for different content formats. Short, visual messages are becoming more important than traditional text messages. Companies need to invest in video content and authenticity to communicate effectively.
Recommendations for organizations
Companies should adopt a multi-platform approach. Use Facebook for broad messaging and community building, but also focus on TikTok and Instagram for younger audiences. Keep in mind the different content preferences for each platform.
It is wise to create newsworthy content that is naturally shared. People use these platforms not only for entertainment but also for information. Organizations can capitalize on this by communicating transparently and informatively.