How people are using social media

Don't assume your target audiences are using social media in the same way you are. A little research goes a long way.

General social media use


  • Facebook remains one of the most widely use social media sites
  • YouTube is the only other network that matches Facebook's use
  • 67% of 18-24 year olds use Instagram
  • Half (50%) of online adults with college degrees are on LinkedIn
Majority of Facebook, Snapchat and Instagram users visit those sites daily

Source: Pew Research Centre (2019)

On student recruitment




  • The majority of prospective students find social media useful at the beginning of researching universities
  • YouTube, Instagram, Facebook and Twitter are considered the best social media sites for researching universities

Sources: Higher Ed Experts (2019)