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Insights from the Metricool Social Media Study 2023


People of various ages on their phone connecting with others from around the world through their devices

The world of social media is ever-evolving, and staying updated with the latest trends is crucial for anyone looking to make an impact online, especially in niche communities like genealogy. The Metricool Social Media Study 2023 offers invaluable insights into this dynamic landscape. Focusing on key platforms - Instagram, Facebook, X (formerly Twitter), TikTok, LinkedIn and others - this study analyzes data from over 970,000 accounts and 29,000,000 posts, providing a comprehensive overview of current trends and user behaviors.


Facebook - A Declining, Yet Essential Platform

Despite a noted decline in daily usage, Facebook remains a vital platform, especially within the genealogy community. While posting frequency has decreased, this isn't necessarily negative, as it potentially increases visibility for each post. A staggering 600% increase in Facebook Reels viewership underscores a growing preference for audio-visual content over traditional posts. Facebook Groups, particularly those related to genealogy and history, continue to thrive, indicating that niche-specific communities are particularly engaged.


X (Formerly Twitter) - A Platform in Transition

X, emerging from the shadows of Twitter, has experienced significant changes, including a drop in user activity and content posting. However, this has not deterred the genealogy community, which remains active and is witnessing an influx of new members. Interestingly, smaller accounts on X are thriving, with an increase in engagement despite reduced posting. Content that is shareable and conversation-provoking performs best here.


LinkedIn - The Professional Networking Hub

LinkedIn has evolved beyond its job-seeking roots, becoming a hub for professional networking within the genealogy community. It's an excellent platform for connecting with organizations, professional genealogists, and societies, and it's increasingly used for collaborative projects and staying informed about the latest in genealogy and history.


Instagram - The Shift to Reels and Stories

Instagram's posting frequency has dipped in 2023, likely influenced by the popularity of Instagram Reels. Despite some concerns over low viewership counts for Reels, this format remains competitive. The increase in Story posts reflects a move towards more personal, engaging content, allowing users to connect more intimately with their audience.


TikTok - The Rise of SEO and Long-Form Content

On TikTok, a decrease in posting frequency is coupled with an emphasis on SEO, as users increasingly turn to TikTok for information. The platform is favoring longer content over one-minute videos, aligning with user preferences for more detailed and engaging content.


Concluding Thoughts

The Metricool study highlights three key trends: a preference for quality over quantity, the continued rise of video content, and the growing importance of SEO. As we explore these trends, it's exciting to consider their implications for the genealogy community. Surprisingly, the rise in Story usage across platforms may offer new opportunities for engagement that I'm eager to experiment with in early 2024.


What are your thoughts on these findings? Any surprises or strategies you're considering? For those interested, you can dive deeper into the Metricool Social Media Study 2023 here.


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