Lockdown has affected the usage of various social platforms in different ways, Mintel research has shown.
This month Senior Account Executive, Johnluke Hayes takes a look at the social media landscape of the year to date.
As can be expected during a global pandemic when people are spending more time at home, social media usage has seen significant growth across most platforms. This is a trend that can be attributed to the increase in ‘free time’ caused by lengthy lockdowns in 2020 and 2021.
Video-first platforms are leading the pack in terms of growth on social.
Video-first platforms are leading the pack in terms of growth on social. Mintel reports usage of TikTok & YouTube increasing by 68% and 61% respectively since the pandemic began in early 2020.
Lagging slightly behind is LinkedIn whose usage has remained the same throughout lockdowns. However, given the closure of non-essential retailers and the networking-first nature of the platform this is not surprising. Usage of the platform is forecasted to once again surge following the easing of lockdown restrictions and re-introduction of non-essential workers to the workplace.
The above trends are just some examples of how social media consumption has changed as a result of the pandemic. As society continues to re-open for a second time, monitoring these changes will be crucial in making social recommendations to clients.
Find the Mintel report here.
Johnluke Hayes, Senior Account Executive
