Admit it—these days, it’s hard—if not impossible—to get through a day without social media, whatever form it takes. It’s the easiest way to stay connected with your family, friends, or even coworkers. It’s also an indispensable tool in the professional world, especially for promoting your business. But who exactly are social media users, and how can they be valuable in the context of a recruitment campaign? Find out the answers in this article.

Who are social media users in general?

According to a recent report by Data Reportal, 59.3% of the world’s population used social media in 2022. This number continues to rise year after year, highlighting the major role that the digital world plays in our lives. In fact, a 12% increase in users was recorded over a 10-year period. Furthermore, the average time spent on social media is 2 hours and 30 minutes per day.

On social media, 54% of users are men, most of whom are between the ages of 20 and 29. Women, on the other hand, are between the ages of 16 and 24 and still account for 46% of users. Furthermore, women spend the most time on social media each day.

In France, approximately 80.7% of the population actively uses social media every month. We spend about 1 hour and 46 minutes per day on social media and use five to six different social media platforms per month.

Social Media Users by Platform

Among the list of social media platforms—which is enormous, to say the least—some really stand out from the crowd. Here’s a closer look at five of today’s most popular platforms.

LinkedIn users

Worldwide, 875 million people are members of LinkedIn, and about 50% of them are active every month.

In France, users of this network account for more than 80% of the population. Nearly 25 million members, including 12 million active users, use LinkedIn regularly.

In terms of user demographics, men slightly outnumber women (52.6% vs. 47.4%). The 25–34 age group makes up the majority of users on this professional social network. LinkedIn offers the opportunity to network, connect with companies and colleagues, and raise the profile of your business. It’s also an excellent way for employers to attract new talent.

Facebook users

It is the world’s leading social network, with more than 2.9 billion monthly users and more than 40 million in France. Globally, men make up a larger share of the platform’s user base than women (57% versus 43%), but this trend is reversed in France. In fact, 52% of users are women, compared to 48% who are men.

Given that Facebook was launched in 2004, it makes sense that the platform’s audience is somewhat older. About 60% of French users are over 35, and nearly 40% are between 18 and 25. This platform makes it easy to stay in touch with loved ones, promote your business, and run personalized marketing campaigns tailored to your target audience. Facebook therefore offers great opportunities for businesses, which have a strong presence on the platform.

Instagram users

According to sources within the platform, Instagram has more than 2 billion monthly active users worldwide. Every day, they spend about 53 minutes on the social network, discovering new brands or sharing their passions through photos and videos. The types of content on Instagram range from simple posts to the very trendy “real” format, all the way to ephemeral Stories. According to many influencers, it is the most engaging social network.  

There are an estimated 22 million people in France who use Instagram, with more than 34 million monthly visitors. The majority of users on this platform are women (52.2% versus 47.8% men). Sixty-four percent of users are under 34 years old. In fact, Instagram is one of the favorite social media platforms among Generation Z—that is, 15- to 24-year-olds. It ranks second behind Snapchat in terms of monthly active users.

TikTok users

This mobile app was launched in China in September 2016. Since then, it has attracted more than one billion monthly active users worldwide, including approximately 15 million French users. Once again, women make up the majority of this social network’s user base, accounting for 56% of users, compared to 44% men.

TikTok lets you unleash your creativity through short videos. Adding music and filters makes the experience very interactive. Many companies value this social media platform for the high engagement rates it offers. In addition, viral or humorous content helps build a sense of connection and facilitates interaction with their customers. Furthermore, 38% of French users are between the ages of 16 and 25, as are 40% of visitors. Meanwhile, the 25–49 age group accounts for only 6%.

Snapchat users

Nearly 347 million people worldwide use Snapchat—which is available in 15 different languages—every day. Sixty percent of them are under 24, and as is often the case on social media, women make up the majority (56%). In France, the app is used by more than 18 million people every day. Of these, 70% are between the ages of 15 and 34, making Snapchat the favorite social network among young people, ahead of Facebook and Instagram.

Through this network, you can send photos or videos that disappear after a few seconds, use unique effects and filters, showcase products, share viral content, or follow channels covering current events. The potential for businesses seems immense, even though very few have taken the plunge on this platform yet.

Why might social media users be potential candidates for recruitment?

As you can see, most social media users are between the ages of 18 and 35. These are therefore potential job seekers who may not necessarily spend time on job-search websites. That’s why a recruitment process conducted on social media makes perfect sense. This approach makes it easier for you to attract candidates and strengthen your employer brand, while also humanizing your company. There are several steps involved in recruiting on social media, and at Bonanza, we’re here to help you succeed.

How? Through advice tailored to your target audience and your needs, enabling you to post attractive job listings that will reach a large number of users on social media. We’ll automatically optimize your recruitment campaigns using our Bonanza tool. This tool identifies candidates who meet your criteria. They’ll then simply need to answer a few pre-qualification questions to become part of the pool of qualified candidates for your company.

Among all social media users, your future talent is surely out there… Want to learn more about these amazing sourcing tools? Then contact us today!