NEW RESEARCH: 5 Key 2019 Social Media Usage Trends

Some have speculated that there could be an impending social media exodus. Many books, Christian and not, have been written recently about pulling back from phone use, curtailing social media activity, and other like themes. I have read many of these books and have changed some of my own habits. They are super helpful.

However, the publishing of books about the perils of social media and increasing negative sentiment regarding social media do not mean there will be an exodus from social media anytime soon. Just look at Facebook. Despite an apocalyptic year full of terrible stories about privacy violations and poor content moderation, their usage remained stable.

As long as the internet exists, there will be social media. Social media will change forms. Some will opt out. But I would bet my house that at least 75% of Americans will be social media users for the foreseeable future.

The last few springs, Pew Research Center has published new data on social media usage in the United States. This year’s data came out just last week. I wanted to write on it right away, but I was preparing for a long weekend vacation in NYC and had to prep my workload for that.

Finally got some time to look at the data this week. Let’s look at five of the biggest trends revealed in the data.

1. YouTube is the biggest social media platform in the world.

…but most people don’t see it as a social media platform.

You may read that YouTube is the biggest social media platform in the world and think, “Wait a second. YouTube isn’t social media. It’s just a place to post videos.”

YouTube is a social media platform. Countless hours of video are posted every day and millions of people are watching and commenting on those videos. Media is posted and social interaction happens around that media.

The survey says 73% of Americans use YouTube, and 51% of those people use it every day.

The platform is most popular among the youngest Americans surveyed. About 90% of Americans ages 18-24-years-old use YouTube, and 93% of Americans ages 25-29-years-old use it. The survey didn’t poll Americans younger than 18 (because they aren’t really allowed), but I am certain the usage statistics for Americans under 18 are near those of Americans ages 18-24.

2. 51% of American adults use Facebook “several times per day”; 74% at least once per day.

Facebook is no longer the “newcomer” in the social media world. Facebook is the grizzled veteran of the social media world, and it has had a heck of a year. It seems like there is a major controversy every week regard Facebook in some form or fashion.

However, despite the constant bugaboos that hound Facebook—whether it be how they use our data or the kind of content they allow on their platform—its usage remains steady among American adults.

Obviously, Facebook would like to see a growth in the usage of its platform among Americans, but considering the year it’s had, maintaining its usage percentage isn’t the worst thing to happen.

3. There is an 18% disparity in Instagram usage between 18-24-year-olds and 25-29-year-olds.

This was probably the craziest stat out of the whole study from my perspective:

  • 75% of 18-24-year-olds use Instagram
  • 57% of 25-29-year-olds use Instagram

I am 28-years-old, and I am shocked that there is such a disparity between my age group and the folks just a few years younger than me. The disparity is pretty stunning. I mean, 25-29- and 30-49-year-olds have more in common when it comes to Instagram usage!

But at the same time, when you take time to think about it, it really isn’t very surprising. Consider the two age groups and how different those times in life are for Americans. One group is largely in college while the other is out in the “real world.”

Basically, college-aged students use Instagram much more than their peers who are new to the post-college world. This is likely due to the fact that Instagram came onto the scene when current college students were in roughly middle school. Instagram was more ingrained to the social lives of our current college students than it was for people closer to my age.

America’s 25-29-year-olds received Instagram in college while its 18-24-year-olds received it in middle school. This, I believe, is the primary reason for this surprising disparity in usage.

4. Facebook is the most popular social media platform among senior adults.

…I mean…is anyone really surprised?

According to the survey, 46% of Americans 65+ use Facebook. YouTube comes in second at 38%. I believe Facebook is most popular among seniors for a number of reasons, but primarily because it was the first social media platform that pervaded senior adult culture and because, for many of them, Facebook is all about connecting with people from the past, like Classmates.com used to be.

If you only looked at that statistic, you would be tempted to think that Facebook will die when its users do—so many people on Facebook seem older. But the most prolific users of Facebook are actually the 25-29-year-old demographic, as 84% of them use Facebook.

But this isn’t super surprising. Why?

Facebook became the dominant social media platform when 25-29-year-olds where in middle and high school, just like Instagram did among the 18-24-year-old demographic.Snapchat and Instagram are especially popular among 18- to 24-year-olds

Is there a trend here? Is it possible that whichever social media platform came into the lives of Americans in their adolescent years is the one most likely to stick with them into post-college adulthood? I think there is a case for that. I think it is more likely that today’s college students stick with Instagram for a long time rather than migrate to Facebook as they get older. But who knows? Time will tell. Facebook is technically more prevalent than Instagram among 18-24-year-olds right now (76% versus 75%), but if you know any college students, you know that they actually use Instagram much more than Facebook.

5. There are more Americans who use LinkedIn than use Twitter.

According to this data from Pew, 27% of Americans use LinkedIn and 24% of Americans use Twitter.

When you see super “woke” people on Twitter raging about why the latest “problematic” movie star deserves to be “canceled” because of something they said in a text message 10 years ago, remember just 24% of Americans are even on that platform and an even smaller percentage is paying any attention.

Twitter is home to some of the loudest social media activism, and yet it has fewer users than the corporate social media platform that spams emails every day.

I love Twitter, but its influence on our overall culture is overstated, despite the fact that the leader of the free world uses it as his primary communication platform.

In Conclusion

All of this is to say: social media isn’t going anywhere anytime soon. It will change in the next decade. Some people will opt out of social media. Some will limit their usage of these platforms (I know I have). But if social media survived the incessant bad news about Facebook and YouTube this year, it can survive just about anything.

The task for us is to learn how to use it wisely. It isn’t going away. Just look at how 2020 candidates are already using it.

Daydreaming about what “a world without social media looks like” steals valuable time away from learning to live in a world in which we are governed through it.

Forget a world without social media. Learn to live in a world shaped by social media.

Read Pew’s article on its data here.

The Christian Social Internet and (Sorta) Learning to Shut My Virtual Mouth

When I graduated college in 2013 and entered the realm of “professional social media manager” for a world-renowned Christian leader and avid online content creator at one of the largest Christian organizations in the world, I was an idiot.

But before we get into that, let’s take a minute to explore what I’ll call the “Christian Social Internet.” This context will provide a basis for my self-reflection.

A Recent History of the Christian Social Internet

This makes me sound old, but 2013 was a much different time in the Christian Social Internet than it is today, event though it was just six years ago.

Please note this tweet, which I think provides a simple framework to shape our exploration:

In 2013-2014, the Christian Social Internet was, in my view, at Stage 2 of this progression.

Christians of varying beliefs had already gotten over the novelty of being able to connect with other believers online, and 2013-2014 seemed to be peak in-fighting on the Christian Social Internet. Ex-evangelicals were rallying around one another and evangelicals were huddling together to defend basic tenets of evangelical faith that were being called into question by people “leaving evangelicalism.”

Much of the in-fighting I was watching can be summarized most simply as a warring of worldviews between conservative evangelicals (Southern Baptists, PCAers, Reformed folks, etc.) and liberal evangelicals/Mainline protestants.

For example, I remember many a Twitter battle between Rachel Held Evans, Joe Carter, Jonathan Merritt, Jared C. Wilson, and others. Rachel and Jonathan would often contend for a more liberal view of a particular issue, while guys like Joe or Jared would contend for a more conservative view.

In my newfound role as social media manager for a well-known Christian leader, I spent a significant amount of time monitoring the conversations (read: “fights”) among Christians arguing about everything from what makes someone an “evangelical” to whether or not a megachurch pastor who has a moral failing can ever lead a church again.

I would say that, though there is division and fighting among Christians online today, it doesn’t quite match the intensity and fervor of what was going on in 2013-2014 (but some may disagree). Much of the division centers around political issues, whereas the division in 2013-2014 often related more to theology or overall worldview issues.

It was like the internet brought thousands of vocal Christians together on Twitter and when they all realized they didn’t think the same way about important issues, they fought for social confirmation of their rightness. In public. Before a watching world.

I think that, in large part, much of the Christian Social Internet has moved to Stage 3 of the progression given in my tweet above. I think many evangelical and liberal evangelicals/Mainline Protestants have come to realize that they are not going to get one another to agree on biblical sexuality, the role of women in the local church, or other hot issues.

It almost feels as though the warriors who once patrolled the Christian Social Internet have retreated to their homelands, now more interested in building up their own citizens than winning battles and seizing cultural territory.

The battles were unhealthy. They were unhelpful. None of the combatants left convinced or converted. They earned clout among their like-minded peers, but no land was actually won.

I speak as one who observed these wars, but I didn’t just observe them. Remember what I said at the beginning? I was an idiot.

I tried to enter some of these battles as an infantryman. That’s where I messed up. I played myself.

I Am Culpable

I remember standing in the eight-foot-long kitchen of our Nashville area apartment making dinner with my wife and furiously tweeting at people like Rachel Held Evans or Jonathan Merritt to tell them how dumb and misguided they were.

I also remember receiving phone calls from various people at work telling me that I need to stop tweeting.

I didn’t always listen.

I showed up to fight in a battle to which I wasn’t invited in order to take a stand no one was asking me to take so that people who don’t know me would see how smart I was.

How dumb was that?

I was so mad at people peddling what I thought were lies that I was willing to spend hours of my days tweeting at other people how wrong they were. As if they needed some 22-year-old kid to right their theology and worldview.

I was arrogant. I was pursuing my own glory. I was satisfying an urge. Yelling my two minutes of hate into the void.

It was a different time. It was, perhaps, more acceptable to do that back then. But that doesn’t excuse how I acted. I messed up. I shouldn’t have done it. I sinned against a lot of people.

I was one of those people about whom friends of mine would say, “Yeah, but he’s not like that in real life,” when defending my idiocy on Twitter. What a shame. Foolishness.

But a lot has changed since 2013-2014.

The Christian Social Internet has become more ideologically segregated, which is maybe a good thing (depending on who you ask).

I have become a much more spiritually and emotionally mature person. God has graciously sanctified me by his Holy Spirit. Life goes on.

This past fall, I was given a new responsibility that has drastically affected the way I interact online in general, but especially on the Christian Social Internet.

You Just Don’t Know the Whole Story

This is where this post gets a bit dicey because I don’t know how much I’m allowed to say here, so I’ll say enough to make my point and not say more than I should.

I manage the @LifeWay social media handles. When you tweet @LifeWay or engage with the @LifeWay Facebook page, that’s my desk. That’s my work. That’s me.

I took the keys for the @LifeWay social media handles this past October when a colleague took a job at a different company. I haven’t crashed the car yet, despite the spotty driving record we just reviewed.

A lot has happened at LifeWay since last fall, if you aren’t aware. Namely, we just announced a shift in focus toward a more “dynamic digital strategy” which will result in the closure of some of our LifeWay Christian Store locations.

Between that and some changes in leadership, it’s been an active first few months to be running the @LifeWay social media handles.

Perhaps the most fascinating part of managing the @LifeWay social media handles, particularly the Twitter handle, has been observing the wide variety of negative feedback we get about an assortment of issues. But internet hate is the way of the road these days, even (perhaps especially) on the Christian Social Internet.

But the most striking feedback I’ve seen is the comments on various news articles about the “erosion” of our brick-and-mortar stores and the shift we’re making toward a more “dynamic digital strategy.”

Everyone has an idea about why the erosion of retail has happened. But that’s beside the point. Here’s the point:

Watching all of the reaction around LifeWay’s recent announcement humbled me.

Seeing dozens of commenters incorrectly theorize why LifeWay brick-and-mortar stores have struggled made me realize how little I know about the things I have criticized in the past. For example:

Something silly I like to criticize is ESPN’s botching of the Monday Night Football program. They’ve had the program for years and I’ve always thought it’s terrible, as have most people on Twitter, it seems. I think they try too hard. Their commentators are too over the top. They Disney-fy it too much.

But what do I know? With what authority am I able criticize ESPN’s (mis)handling of Monday Night Football?

Am I a television programming expert? Do I know what makes a good football commentator? Do I have any right to call out one of the largest entertainment companies in the world on how they handle a program?

The answer is “No” to all of the above.

So often I don’t know the whole story, and I act like I do.

It didn’t click with me how foolish I am to do something like that until I saw all of the errant criticisms of the erosion of LifeWay retail stores. I was humbled and I recognized my own foolishness.

It’s really transformed how I interact with social media.

On Deleting Apps and Logging Off

I haven’t left any social media platforms entirely like some of my friends have, but I have dramatically changed how I interact with them.

I deleted the Facebook suite of apps off my phone long ago, except the Pages app, which I need for work.

I deleted the Twitter app from my phone, but still access it on my web browser from time to time. The more annoying interface of the web browser makes me use it less often.

I go back and forth between being logged into my personal Instagram account. I have to have access to the LifeWay Instagram at all times, though, so I can’t delete the app.

I created an anonymous Twitter account for lurking when I’m working so that I am not tempted to tweet dumb stuff from my personal Twitter account when it comes to mind during the day (because I’m on Twitter all day for work stuff).

I stopped following anything on Twitter that made me mad and exclusively use it as a platform to engage with people and things I enjoy: friends or professional contacts, funny comedy accounts, or various accounts in my areas of interest (sports, gaming, social media culture).

It’s super difficult to “leave” social media when it’s your everyday job and when you genuinely enjoy so many bright parts of it like I do. But it is helpful to deploy guardrails that can assist in a pursuit of sanctification and wisdom.

My relationship with social media and the Christian Social Internet has matured a lot in the six years I’ve been creating content for a living. I went from needlessly entering Twitter fights I had no business entering to managing the corporate accounts of one of the largest Christian resource providers in the world. God has done a work, amen?

But he’s not done working, either. Which is why I’ve taken many steps to protect against any foolishness that still seeps out of my fingers from time to time.

The Lord has taught me the merit of shutting my virtual mouth more often than I have in the past.

My friend Michael Kelley wrote in a blog post that went live on LifeWay Voices today:

We have an increased opportunity to run our mouths more than any other generation.

That’s because we can effectively run our mouths not only with our actual mouths, but with our devices as well. We have at our fingertips the ability to broadcast our deepest thoughts, most profound opinions, and hottest takes more easily than ever before. Perhaps that’s one of the reasons why we are such a loud people – it’s because we have the opportunity to be loud.

You know the feeling as well as I do. There is someone who brings something to us – it’s an accusation, it’s a criticism, it’s a rebuke – it’s a whatever. Someone does something or says something or insinuates something and we, in return, feel a compulsion inside of us. It’s a burning down deep in our guts. We. Must. Respond. And usually when that response comes, it’s part and parcel with what has just been dealt to us. If it was anger, we respond in anger. If criticism, we respond with criticism of our own. If accusation, we respond with defensiveness. Whatever the case, we respond.

But into the throng of noise steps the command from James – the command to listen. Not tweet. Not broadcast. Not Facebook Live. But listen.

Amen. Let’s run our mouths less and listen more.

When we’re tempted to take up arms in virtual battles over frivolous issues, let’s remember that the war’s already been won.

3 Ways Churches Can Use Facebook Well

My primary work is helping authors with their social media, but as anyone who works in social media will tell you, when you work in social media, you get questions from all kinds of people.

One of the groups that asks me questions most often is local churches. Church leaders often have a dozen good, relevant questions about social media, but one of the most common is simple this: “How should I use Facebook?”

To many (especially young people), that may seem like a simple question. But for church leaders who spend the majority of their days trying to counsel hurting people and prepare for weekly church events, Facebook strategy is one of their least concerns.

Here are three basic ways I think churches can cut through the complexity and use Facebook well:

1. Share gospel content.

Anyone who spends any amount of time on social media can attest: social media can be a dark place more often than not.

For many Christians, this has made them leave social media platforms altogether—they simply cannot justify willingly coexisting with such darkness. I get that.

At the same time, I think the common darkness of social media creates an even stronger case for Christians to be involved in these online spaces.

One of the best ways a church can use its Facebook presence is to share encouraging, gospel content such as blog posts, Scripture, or sermon videos. This lets the church shine the light of the gospel in the darkness of social media conversations.

2. Create gospel conversations.

When churches share gospel content on Facebook, gospel conversations often result. Whether in the comment sections, privately via private messages, or offline, churches can create gospel conversations with a healthy Facebook presence.

If you’re unsure about what to post on your church’s Facebook page, just post Scripture or ask people for prayer requests. Know that Facebook’s algorithm favors videos and images, so the more of those you post, the better. But, creating gospel conversations usually starts with sharing gospel content.

Along these same lines, be sure to avoid unnecessarily controversial content. Yes, the gospel is going to be offensive to some people no matter what, and you’ll have to deal with conflict of that kind at some point. But church Facebook pages need not be a battleground for political or cultural skirmishes. This often does more harm than good.

3. Buy Facebook ads.

Stop.

Breathe.

You may be thinking, “The church doesn’t need to do any marketing! The gospel is attractive enough itself!” Ok. I understand. But hear me out.

If you’re spending hundreds of dollars on paper flyers to post a coffee shops or post cards to put in mailboxes, I would contend that your money would be better spent on purchasing Facebook ads.

When used correctly, Facebook ads allow your church to reach people in your communities more effectively than paper flyers or post cards, and with less hassle.

Really, buying a Facebook ad really just amounts to you promoting a piece of content on Facebook so that it can be seen by more people in your community that use Facebook and may be interested in checking out your church.

But, buying Facebook ads and figuring out the best audience to which you should boost your content can be overwhelming if you don’t know what you’re doing.

A while back, I announced that I’m launching a new service through LifeWay called LifeWay Social. The purpose of LifeWay Social is to help Christian leaders, including local church leaders, better use social media to serve other people.

Next week, the LifeWay Social site will launch. I’m super excited.

If you want to stay aware of the latest regarding LifeWay Social, join the email list here. I only email you once a week. I promise I won’t annoy you.