Do platforms “own” their users?

TL;DR: Nope.

As a sequel to last week’s post (Do brands “own” their buyers?), here’s another set of cross-usage data. This time for social media.

We like to think we “own” our users. Or that “our” users are totes not like “their” users. Pinterest vs LinkedIn. Facebook vs Snapchat.

But it’s more complex than that.

This is a ‘duplication of purchase’ chart for some major global social media platforms. It came from Hootsuite & we are social using GWI data (>200,000 people in 52 countries).

It shows 3 key things:

1. Brands share users — A LOT.

Users of FB are also on Twitter. Etc etc. Tons. This punches a hole in the common mythology that “my buyers” are not ”your buyers”, & that “mine” are different from “yours”. Granted, there might indeed be some differences between Snap & Pin users. But in general, brands share users a lotlotlot.

2. Brands share users predictably.

And its based on how BIG they are. This chart is ranked from largest platform to smallest. Sure enough, the bars get smaller going left to right. Facebook users f’rinstance (top row), use other brands in proportion to those brands’ size. So that part shouldn’t be a surprise anymore. It’s as predictable as a McDonald’s off the next freeway exit.

3. There are some ODDITIES.

Some wiggle. Some deviations from the law. Like, what’s up with the Isle of Reddit? It looks like most platforms’ users don’t also use Reddit. So that indicates something else is going on on Reddit Island.

Caveats? This data is only for ages 16-64 (“only”, ha). And it doesn’t include China.

Some lessons for you:

+ Cross-purchase is NORMAL. Get used to it.

+ Use a DoP table to measure sharing in your category.

+ Then look for deviations from expected sharing given brands’ sizes.

★ ★ ★

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