One more year, The Social Media Family has published a study with the robot portrait of users present on social networks, taking as its starting point the analysis of the 50 most populated Spanish cities , which concentrate a third of the 46.5 million inhabitants registered.The study yields many interesting and surprising facts, such as the fact that they have identified more Facebook profiles than inhabitants in cities such as Barcelona, Valencia, Seville or Malaga.
RelatedThe authors of the study explain this strange data by various circumstances ranging from duplicate profiles to inaccurate geolocations. In In any case, these figures demonstrate the divergence that occurs between the audience figures of the social networks and their real use.And, in addition to the reasons mentioned above, the Facebook measurement tools incorporate all those people what , in their biography, indicate living in a certain city, regardless of nationality or registration.
That begins to explain the strange phenomenon that makes Madrid have almost the same number of inhabitants as Facebook profiles or that Barcelona, with a population of 1,608,746, records 2,300,000 profiles.
fake profiles and robots
If, together with this, we take into account the percentage of fake profiles and robots in social networks, it will be necessary to conclude that their social media audience figures are, at least, confusing. Recently, a Spanish company specializing in information analysis, Hocelot, revealed that 15% of the profiles on social networks are of no problem.For its part, Facebook recognizes that 10% of its profiles would correspond to fake accounts, while The New York Times affirmed at the end of January, in an extraordinary article, that 15% of Twitter users are not real.
Precisely to show how simple it is to generate false profiles and opinion leaders on social networks, the H2H agency, specialized in online marketing , recently created a glue influence on Instagram, they hired an actress-Almudena Ripamonti, @almu_ripamonti on that social network-and a photographer specialized in fashion to give birth to an influencer with a number of followers who, among fake and bots, far exceeded the 100,000 figure. Soon, several brands were interested in it to promote their products and services through their profile, reaching out to exclusive parties or enjoying free meals and trips.
The agency H2H only invested 500 euros to buy the fake followers and in just three weeks they had already amortized the investment
you are an active user if you publish once a month
Another issue to consider when talking about social media audience, is the number of active users vs.the number of profiles. In the case of Twitter, an active user is someone who has published in your timeline, at least once during the last month.If: once in a month, almost as the sexual frequency of a couple in which fatigue has already taken a toll and that, only in an exercise of huge optimism, is adjective as active .Finally, the case is that, in response to this activity factor, in the study of The Social Media Family we see that Barcelona tops the list with a 31.11% (107,721 users) in the bluebird network, followed by Madrid-28.29% and 167,527 profiles-and Valencia (39,888 profiles and only 22.60%).
In general, and despite the increase in profiles in 2017, the number of assets remains below 30% (28%), which becomes a fundamental indicator to understand the use-or little use -what users make of this social network.
instagram grows and facebook loses a million users
But Let us return, finally, to the audience data of the social networks collected by the report of The Social Media Family, putting, as we have seen, a large, bold quotation mark on the number of users of each network. According to this study, the social network that takes the palm in terms of user growth, is Instagram.In just 12 months, the Instagram growth rate in the 50 most populous cities in Spain is 50%, ending 2017 with more than eight million users.With a list of continuous updates, Instagram has renewed its logo, redesigned its application and modified its customization algorithms.
Although it continues without allowing users to incorporate a link in the uploaded images and videos (although it does in Stories), brands have seen in this social network a tool of great interest to incorporate into their marketing strategy.
Instagram is the millennial social network and, thus, most of the profiles (up to 65%) belong to young people between 18 and 39.This network seems to enjoy better health in our country that his older brother, Facebook, who, between 2016 and 2017, has lost a million users, going from 24 million to 23.
And Twitter? Well, in Spain, despite having grown in number of users during the last year, the platform has suffered a drop of around 22% in terms of active users.
As a final curiosity, let's highlight that there are only 277 profiles with more than 500,000 followers on Twitter, and that Cristina Pedroche, with 2.4 million followers , is the first woman on the list, located in position number 42.
Image: Pixabay
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