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How is social media usage looking in 2021?

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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