What’s Happening in Social Media: 2022 Research Results
10 Mar 2022

With the COVID-19 pandemic forcing people to quarantine and social distance, Americans have found other ways to connect. Social media gives users the ability to interact virtually in an increasingly digital age, so it’s no surprise that social media use is prominent among Americans. Let us dive deep into the latest usage habits. We designed Provoke Insights’ third wave of in-house trends research to recognize market trends and consumer habits in 15 different industries, including social media.

Americans Can’t Live Without Social Media, but They Don’t Trust It 

Throughout the pandemic, social media has been extremely popular, as four out of five Americans access it every week. Millennials, Gen Z, those living in urban areas, and moms are significantly more likely to access it frequently. The most widely used platforms are Facebook, closely followed by YouTube and Instagram. 

However, trust in social media is low. Only a third of Americans find the media channel trustworthy.

Massive Growth Except for Linkedin

Most social media platforms saw growth compared to January 2021. Video entertainment apps YouTube and TikTok grew the most, with double-digit increases. Interestingly, Linkedin saw a slight decrease in usage. This change may have to do with the job market stabilizing. 

Who is Using Facebook?

Facebook is the most popular social site among Americans. More than three-fourths of users are checking Facebook daily.  Facebook loyalists are most likely to be moms followed by Baby Boomers, live in rural areas, make under $50,000 per year, and be unvaccinated for COVID-19.

Download the full report for free here.


Provoke Insights conducted a 15-minute online survey in autumn of 2021 among 1,504 Americans between the ages of 21 and 65. Provoke Insights uses a random stratified sample methodology to ensure a high degree of representation among the U.S. population. (This includes household income, age, gender, geography, ethnicity, and children living in the household.) Statistical differences between subgroups were tested at a 95% confidence level. The margin of error is +/-2.5%.

Brand Positioning Research: Sustainability Category
01 Mar 2022

Marketing Problem

A global producer of recycled resin knew that it offered a unique and innovative product. As sustainability has become a more prominent trend around the world, the brand wanted to use research to develop a well-defined brand strategy that separated the company from the competition that was entering the space. 

The company commissioned Provoke Insights to develop a qualitative research study among executives around the world ranging from Fortune 500 companies to innovative start-ups.

Market Research Solution

Provoke Insights conducted thirty in-depth interviews to better understand the decision journey among the various parties involved in the process.  As a result, the firm interviewed a diverse range of employees, from C-Suite level to engineers to marketers across multiple countries including the United States, Canada, Singapore, and Germany. 

Research Results

The in-depth findings helped determine the following information:

    • Branding recommendations. Provoke Insights developed detailed brand strategy recommendations for the sustainability brand, including ways to leverage their unique selling proposition and brand identity.
    • Summarize key trends in the sustainability space. Provoke Insights probed the stakeholders for key trends that would impact the internal selection process for sustainability vendors. Now, the brand is aware of the perception of different types of recycling at a range of companies.
    • Persona Creation. The research brought the multiple audiences to life by assessing their priorities, motivations, and barriers surrounding both the brand and sustainability.
    • Profile and prioritize the job roles among current and prospective clients. By collecting insights among a diverse range of employee roles and levels, Provoke Insights found which decision-makers should be approached by the brand’s sales team in order to close sales.
    • Map projects from start to finish. Provoke Insights mapped the decision journey from project initiation to selection to marketing in order to provide the brand with insights on how to convince companies that their service is necessary.
Interested in reading more on our past projects? Check out our other case studies here. 
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