In this second blog, we are focusing on all the data in the report pertaining to social media.
See their finding and our analysis below:
How many people are on social media in Trinidad and Tobago?
The report found that in 2023 Trinidad and Tobago has 1 million active social media users. The report did note the following:
This figure might seem quite different to the values that we published in previous years, but please note that the sources we use to inform and calculate our social media user numbers have made important and wide-ranging revisions to their data over recent months.
Thus, we won’t compare the numbers from last year. However, this number indicates that 65.5% of the total population of Trinidad and Tobago is active on social media.
What social media platforms have the most users?
Similar, to the point above the report, stated that Meta made significant changes to the way its advertising resources report audience reach data over recent months therefore, the figures they reported, “may not be directly comparable with figures published in our previous reports”.
With that in mind, we are focusing on the current numbers and not comparing them to last year's data.
Here are some interesting stats to note:
Facebook continues to be the most used app in Trinidad and Tobago. Further to that Facebook’s ad reach is 47.6 percent of the total population.
On to its sister app, Instagram. This app comes in second for most used with 565.2 thousand users in Trinidad and Tobago in early 2023. With an ad reach of 36.9 percent of the total population.
Something important to note is that Meta’s data reveals that, Instagram’s potential ad reach in Trinidad and Tobago decreased by 66 thousand in their data from 2022 to 2023. With a 30 thousand decrease in the platform's ad audience.
LinkedIn data from the report shows that the audience of the website locally has increased by 10,000, making their overall “members” capped at 50,000 with an increased ad audience of 50,000 people.
And finally, Twitter. The app which has gone through many changes in recent months currently has 171.6 thousand users with a 42,000 increase in the last year. Their ad reach is estimated at 11.2 percent of the total population.
Note: An important factor to remember when assessing this data is that it omits TikTok and there is no available data online about local users on the app.
How can we interpret this data?
The main takeaway from this report about social media has to be the platforms companies invest in. There has been a lot of conversation about the effectiveness of platforms like Facebook however, data continues to show that a large majority of the population is on the platform and actively engaging with ads.
The decrease in local Instagram users is a very important factor to pay attention to. This should not deter businesses from using the platform but similar to the stats from LinkedIn and Twitter, it must prompt businesses to assess their digital strategy and the platforms used.
Given this data companies must see what platforms have been effective towards their digital marketing goals and whether investing in other platforms will be more fruitful for their business.
For example, if you have seen a decrease in engagement and conversions on Instagram in the last year, this is a sign to try LinkedIn for 3 months and see if it is beneficial to your particular industry and audience.
What have you taken away from this year’s digital report of Trinidad and Tobago? Tell us in the comments or better yet be a guest contributor and respond to our article- Send us an email at email@example.com