Social Media Playbook
US Navy
Social Media handbook
US Navy
13
30
min
Day
Time Spent
on average
By Gender
54%
Female
46%
Male
Monthly Users
2.9 Billion
18-29
86%
30-49
77%
50-65
51%
65+
34%
Percentage of People Who Use
Platform, By Age
Facebook is a social networking
website where users can post
comments, share photographs,
and post links to news or other
interesting content on the web,
chat live, and watch short-form
video and live event streaming.
Shared content can be made
publicly accessible, or it can be
shared only among a select group
of friends or family, or with even a
single person.
Facebook
Most Followers
Cristiano Ronaldo
Kylie Jenner
Lionel (Leo) Messi
483 M
370 M
362 M
30
min
Day
Time Spent
on average
By Gender
51%
Female
49%
Male
Monthly Users
1 Billion
Daily Users
500 Million
18-29
67%
30-49
47%
50-65
23%
65+
8%
Percentage of People Who Use
Platform, By Age
A photo and video sharing app
that has adapted to include an
ephemeral content feature (mod-
eled after Snapchat) called Stories
and its newest feature Reels
(modeled after TikTok). Instagram
makes sharing really simple and
includes a powerful hash-tagging
system which allows users and
brands to reach beyond their audi-
ences and engage in broader
conversations; as well as track
against their own hash tagged
content.
Instagram
Most Followers
Barack Obama
Justin Bieber
Katy Perry
133 M
114 M
109 M
35
min
Day
Time Spent
on average
By Gender
27%
Female
73%
Male
Monthly Users
436 Million
18-29
38%
30-49
26%
50-65
17%
65+
7%
Percentage of People Who Use
Platform, By Age
An online news and social net-
working site where people com-
municate in short messages
called tweets. Tweeting is posting
short messages for anyone who
follows you on Twitter, with the
hope that your words are useful
and interesting to someone in your
audience. Another description of
Twitter and tweeting might be
microblogging. Twitter is the place
to find out about what's happening
in the world right now. Whether
you're interested in music, sports,
politics, news, celebrities, or every-
day moments — Twitter enables
you to see and join in on what's
happening/trending now.
Twitter
Most Followers
Bill Gates
Richard Branson
Jeff Weiner
37 M
20 M
11 M
8
min
Day
Time Spent
on average
Monthly Users
90 Million
By Gender
43%
Female
57%
Male
18-24
21%
25-34
60%
35-54
17%
55+
3%
Percentage of People Who Use
Platform, By Age
Considered the social media plat-
form for the working professional,
young entrepreneur, or networking
individual. LinkedIn users leverage
job opportunities, connect with
colleagues, and expand their pro-
fessional network. Successful
content on LinkedIn features
thought pieces on technological
advancements, inspiring anec-
dotes of success, and connecting
like minded individuals in similar
interest. LinkedIn currently has a
less monetized algorithm than
Facebook/Instagram/Twitter,
therefore the organic reach is
wider.
LinkedIn
Additional Facts
90% of weekly pinners used Pinterest to make purchase decisions
Pinterest drives 33% more referral traffic to shopping sites than Facebook
People who travel are 2X more likely to use Pinterest
14
min
Visit
Time Spent
on average
By Gender
70%
Female
30%
Male
Monthly Users
433 Million
18-29
34%
30-49
35%
50-65
27%
65+
15%
Percentage of People Who Use
Platform, By Age
A visual discovery engine for
finding ideas like recipes, home
and style inspiration, and more.
Your home feed is the center of
Pinterest. It’s where you'll find
ideas, or Pins, with recommenda-
tions based on your interests, as
well as what people you follow on
Pinterest are saving.
Pinterest