Social media accounts for one-third of all mobile use.*
Think about that.
One-third of all the time people spend looking at their phone or tablet is checking, scrolling, swiping, liking, commenting and messaging on their social media accounts.
In 2020 the average Aussie had 6.7 social media accounts and spent 1 hour and 44 minutes on their social media each day. Top network for men was YouTube, while for women, Facebook was the most popular platform.
Australia has 16.5 million active Facebook users, 16 million YouTubers, 9 million on Instagram and 6.5 million people LinkedIn. Then we have WhatsApp, Twitter, Pinterest, and countless social platforms dedicated to dating and sex, food and cooking, wine, travel, writing, photography, news and politics, craft beer, music, surfing, gaming, gardening, business, interior design, day trading and, of course, Tik Tok.
Throughout the day we move in and out of our para-social world. Lying in bed, riding in an Uber, waiting in a queue, watching TV, when you go to the loo, when other people go to the loo, slyly during meetings, on the train, when we are trying to be invisible. With just a touch of the screen we can step in and out.
The flip side of this is that social media took up less than 5% of time spent on a desktop.
If Facebook and Instagram are part of your communication strategy, you can understand why your feed must look brilliant on mobile. And all those details like your logo, bio and contact information have been adapted to each platform.
When people link to your Instagram or Facebook page, they will look at your feed, perhaps read your bio, look at a story or two, and within a few seconds decide if they want to add you to their orbit.
Fussing over the alignment of colours, the pattern of content and the other aesthetics of an Instagram grid may at times seem banal. But is just another visual expression of your brand, no more or less important than any other.