Social media is by far one of the most popular online platforms anywhere in the world today and you won’t be surprised to find everyone doing anything and everything in it.
This is the same with the real estate industry, because the more agents engage and entertain their audience on social media, the greater and wider they secure their footing in the virtual environment and marketplace.
If you have not yet done so, it would be a smart move to seriously consider promoting your real estate business on social media.
When you have the right content and marketing strategies, it can be an amazing source of leads, especially since many Australians are using social media today to stay in touch with the world and communicate with others.
The most dominant social media platforms in Australia
Social media is commonly used throughout Australia and it pays to know what these ranking platforms are so you are aware of what platforms to focus on when crafting the digital marketing strategies that give you the most exposure and reach.
As of January 2021, there were 20.5 million Australians who are active users of social media, which means that 79.9 per cent of the population have social media accounts.
Overall, Australians spend an average of 1 hour and 48 minutes each day on social media.
A recent study based on compiled official statistics by Australian data systems company Genroe found that Facebook is the most popular social network in Australia, especially among the 16 to 64 age groups, with 66 per cent or 16 million of the population actively using Facebook per month.
Facebook also ranks third in Australia as a platform with the highest traffic next to Google and YouTube.
Australian Facebook users rank among the most engaged users in social media in the world, ranking fourth with the most active “likes” with each user averaging 15 likes per month compared to the average global “likes” of only 12.
Australian users also rank 6th as the most active “commenters” in the world with 8 comments on average per month compared with the global average of only 5 per month.
Australian visitors spend an average of 18 minutes and 49 seconds per day on the platform and view an average of 8.29 pages.
YouTube
The most popular video platform is tied with Facebook as the most popular in Australia.
While it is not generally considered as a purely social media site, its popularity and social capability have made it an “adopted” platform with bearing similar characteristics and properties with actual social media platforms like Facebook, LinkedIn, Twitter, Instagram, etc.
YouTube has been found to have the longest dwell time among its Australian users at an average of 19 minutes and 33 seconds per day, providing good opportunities for digital, B2B, and real estate marketers.
As of December 2021, 64 per cent of Australians have active YouTube accounts.
Instagram ranks as the third most popular social media platform in Australia with 48 per cent or around 11 million of the population owning active accounts.
An average of 9 minutes and 3 seconds are spent by Australians each day on Instagram.
LinkedIn’s mettle in social media supremacy in Australia is its dwell time among B2B users, making it one of the best social media platforms when targeting businesses and professional users.
It may not rank high among the platforms when it comes to traffic, it makes up for a longer dwell time at 11 minutes and 11 seconds per day, with 31 per cent of the Australian population maintaining active accounts as of December 2021.
It is one of the three global social networks in Australia that ranks among the top 20 countries in terms of advertising reach.
Around 28 per cent of Australians have Twitter accounts as of December 2021.
It has an advertising reach of 13.6 per cent or 2.9 million of the Australian population. While Twitter does not have a very strong influence in Australia compared with other countries, it maintains a firm grip on active users who look to it for social updates and chatter.
So, as a real estate agent looking to increase your online footprint and influence through social media, it is worth assessing your choices based on the platforms that can provide you with the most bang for your buck.