PR company Orchard has released the results of a survey it has conducted to find out how Guernsey is using social media.
The highlights from the Orchard Insights Social Media survey are as follows:
• 95% of respondents use YouTube – this is the most used platform in Guernsey
• 71% of those surveyed are more likely to buy a product or service if they have seen a positive recommendation on social media
• However, 81% don’t feel influenced by local organisations or individuals, which points to a gap in the market for local influencers to work with brands to engage islanders
• 69% of respondents use LinkedIn, but only 47% of these are actively posting content
• 96% of 16 to 34-year-olds are using Instagram and 81% of 35 to 64-year-olds are also on the platform
• 26% of people surveyed use TikTok
Orchard Managing Director (Client Services) Brooke Kenyon (pictured) said that although social media is a huge part of the modern communications toolkit, it isn’t being used to its full potential.
“2020 has seen many behavioural changes," she said. "People needed to adapt quickly and become more digitally savvy to stay connected while we were in lockdown and social media played a big part in this.
“We know islanders are using social media, but to make the most of their social media presence, brands need to understand who they’re talking to, who they want to be talking to and how best to reach them.
“Our study showed that 95% of those surveyed are using YouTube regularly, highlighting the popularity and importance of video content. People engage with this, so businesses need to ask themselves if they’re using video to reach their target audience – and if not, why not?”
Orchard launched its survey in Guernsey to mark World Social Media Day today. The survey ran throughout June and received more than 200 responses from people aged 16 years and over.
• To read the full report click here