Kansas social media trends 2024: unveiling user habits

At cohort.digital, we’re always scouring the internet for the latest insights and sharing them with you. Today we unveil the results of our third-annual Social Media Use Research Survey – our own original, first-party research. We conducted this survey to shine a spotlight on social media habits of Kansans, and the Midwest region as a whole. 

While national studies like those at offer valuable insights that apply across the U.S., we’ve consistently observed that Kansans march to the beat of their own digital drum. Our research dials into regional nuances, providing us with the localized data we need to supercharge regional digital ad campaigns.

In 2024, we collected responses from more than 300 verified Kansans aged 13-65+ from all walks of life, representing a diverse cross-section of the population. Our top-level findings follow.

survey results by social media platform

facebook: still dominating, with shifts in frequency of use

Facebook continues to dominate Kansans’ social media use. A whopping 84% of respondents have a Facebook account, cementing its position as the go-to platform for reaching midwesterners. 

But here’s where it gets interesting:

• Only 47% of all users reported using it regularly (daily or at least a few times a week).
• The 35-64 age group marks Facebook’s sweet spot, with over 90% of users in this bracket engaging with the platform regularly.
• Surprisingly, the younger crowd showed renewed interest in this platform. Both the 13-18 and 19-24 age groups increased their regular Facebook use (by 4% and 8% respectively) compared to last year.
• However, the platform’s grip on older users is loosening. Regular use among 55-64-year-olds dropped by 20%, while the 65+ crowd decreased their engagement by a substantial 26%.

What does this mean for your business? Facebook remains a strong choice for reaching a broad audience, nationally and regionally. However, we recommend you don’t put all your eggs in one basket. Shifting demographics suggest it’s time to revisit your creative and potentially diversify your social media advertising portfolio.

youtube: video continues to evolve as a marketing powerhouse

Coming in strong at second place, 74% of respondents reported YouTube use. But here’s the kicker: 59% use the massive video platform regularly, making YouTube a potential goldmine for capturing attention with engaging content.

As video content continues to reign supreme, YouTube offers a unique opportunity to showcase your brand’s personality, share valuable information, and build a loyal following. 

From how-to guides to behind-the-scenes peeks, the possibilities for content seem endless.

instagram: reels, stories, and posts turn scrolls into in-platform sales

Securing a solid third place, 61% of respondents spend time on Instagram. This visual powerhouse particularly resonates with the younger crowd:

• 19-24-year-olds are the most likely to regularly use Instagram.
• The 25-34 age group follows closely behind.

For businesses targeting millennials and Gen Z, Instagram is your golden ticket. Its emphasis on visual storytelling allows you to craft a compelling brand narrative that resonates with these key demographics.

tiktok and snapchat: platforms engaging youth with a short-form content revolution

In a neck-and-neck race, TikTok (42%) and Snapchat (40%) proved to be formidable players in the Kansas social media ecosystem. Younger generations prefer these platforms:

• Both TikTok and Snapchat are wildly popular among the 13-24 age range.
• TikTok usage is strongest among 13-18-year-olds, with engagement tapering off as age increases.

If your target audience includes teens and young adults, ignoring these platforms may leave money on the table. TikTok and Snapchat offer unparalleled opportunities for creative, authentic engagement that can turn viewers into loyal customers.

linkedin: from job board to b2b marketing goldmine

Don’t let LinkedIn’s 36% usage rate fool you—this platform packs a punch when it comes to B2B marketing and professional networking. Usage remains consistent across most age groups, with only a slight dip in the 65+ category.

For businesses looking to build industry authority, attract top talent, or engage in thought leadership, LinkedIn represents your go-to platform. It’s not just about connections; it’s about meaningful professional relationships that can drive your business forward.

twitter/x: one of several platforms for succinct, rapid-fire engagement 

Despite recent changes, Twitter (now known as X) still claims use by over 28% of respondents. Like Snapchat, its usage skews towards younger demographics.

Twitter’s real-time nature makes it ideal for businesses looking to stay on top of trends, engage in timely conversations, and provide rapid customer service. It’s suitable as a platform for brands that want to showcase their quick wit and stay relevant in fast-moving industries. 

However, it’s important to note that some former users of X have begun exploring platforms such as BlueSky, Mastodon, and others (including Threads, with commentary below). We’re continuously monitoring use, engagement, and related trends on relevant platforms for any campaign. 

pinterest: untapped potential for performance marketing

Here’s a nugget of insight that may surprise you: Pinterest was the least likely to be used by the oldest and youngest respondents. Survey responses showed these details:

• Pinterest was most popular among users between ages 35-64.
• 27% of users report having a profile but not using it regularly.

Yet from home decor to recipe ideas, Pinterest still stands out as a potential treasure trove for brands looking to inspire and influence purchasing decisions. It presents an opportunity for certain businesses to re-engage dormant users with compelling, visually-driven content.

Additionally, the introduction last October of Pinterest’s Performance+ tool for marketers aims to reshape performance marketing by helping advertisers tracking consideration, conversion, and catalog sales objectives.

reddit and threads: dark horses with potential to disrupt

While Reddit and Threads might have the lowest usage rates (with 50%+ of respondents not having accounts), they shouldn’t be overlooked. These platforms cater to niche communities and early adopters, offering unique opportunities for targeted engagement.

Across all demos, nearly 15% of respondents answered the time spent on Threads as “What’s That?” underscoring that a lot of folks still haven’t even heard of it.

Interestingly, Threads, despite being the new kid on the block, already matches Reddit and LinkedIn in daily usage (around 9-10%). Although threads had the lowest usage rate (9.63%) of survey respondents this past year, its relatively rapid adoption suggests it could be a platform to watch in the coming years.

video reigns supreme for gen z online: gen z social media habits

When it comes to 13-18-year-olds, video is king. This age group dominates on platforms like Snapchat, TikTok, and YouTube, with 76% of respondents in this bracket having accounts on these platforms.

For businesses targeting Gen Z, the message is clear: embrace video content or risk being left behind. Short-form, authentic, and engaging videos currently look like your ticket to capturing the attention of this influential demographic.

leveraging the data: where creative ideas take flight

Now that we’ve unpacked the data, it’s time to turn insights into action. Rather than simply noting the information, leverage these findings to supercharge your social media strategy. 

Contact us to discuss forward-thinking ways to:

1. Diversify your platform presence: While Facebook remains dominant, current technological shifts highlight the value of a multi-platform approach.
2. Embrace video content: From YouTube to TikTok, video is the language of the future. Find new ways to engage users with your creative video content.
3. Tailor your message to each platform: What works on LinkedIn won’t necessarily resonate on Snapchat. Customize your content for each platform’s unique audience and style.
4. Remember the underdogs and dark horses: Platforms like Pinterest and Reddit offer untapped potential for niche marketing.
5. Stay agile: Regular analysis and adaptation help businesses stand out in social media’s rapidly changing ecosystem. At cohort.digital, we’re constantly scanning for changes to help our clients stay ahead of the curve of social advertising. 
6. Retain authenticity: Across all platforms, users crave genuine, human-led connections. Let people and brand personality shine through, even in your digital ad strategies and tactics.

Remember, the insights from this survey go beyond numbers or data—they’re a roadmap to digital success. 

empower your agency with a data-driven social media strategy

We use this data whenever we put together social ad campaigns in the region. By understanding the unique social media habits of Kansans, area businesses, creatives, and digital advertising agencies become better equipped. With the right insights, we craft strategies and campaigns that truly resonate, engage, and convert on social media.

Interested in revolutionizing your social media game? Harness the power of these insights. Create a digital presence that truly stands out in the Heartland and beyond!

At cohort.digital, we’re passionate about turning data into actionable strategies that drive real results. Contact us to put data to work for you.