Types of Social Media Users: A Closer Look at the OCEAN Model and the 4 Primary Personas

Types of Social Media Users

SHARE this post

When it comes to social media, there’s no denying the impact it has had on the way we interact and connect with one another. But have you ever stopped to consider the different types of users that make up this vast digital landscape?

The variety of social media users is truly staggering as well as the diversity of users. From the casual scrollers to the power posters, each person brings their own unique set of habits, personalities, and perspectives to the table.

In this article, we will take a closer look at some of the different types of social media users, and explore what makes each one unique.

Recognizing the Different Personalities

As of 2023, it is estimated that there are around 4.9 billion active social media users worldwide. This number represents over half of the world’s population and continues to grow as more people gain internet access. By 2027, it is predicted that there will be a total of 5.85 billion people globally using social media platforms.

The most popular platforms include Facebook, YouTube, WhatsApp, Instagram, TikTok, and WeChat and LinkedIn with nearly 10.7% of users around the globe.

Understanding the different types of social media personalities can be incredibly valuable for businesses, organizations, and individuals better tailor their strategies and messages to reach their target audience. It can also help them identify and engage with the most influential users in their industry.

Examining Types of Social media Users with the OCEAN Model

One way to understand social media users is by examining the OCEAN personality model. The model, also called the Big five personality traits, is a widely studied framework in social media and personality research and stands for:

  • Openness: Openness to new experiences, creativity, and intellectualism, 
  • Conscientiousness: Being pragmatic, organized, and diligent,
  • Extraversion: Friendly and stimulated by reciprocities,
  • Agreeableness: Cordiality, collaboration, and an aspiration to click with others,
  • Neuroticism: Anxiety and emotional roller coaster.

By comprehending how these traits may influence someone’s behavior on social media, we can better understand the different types of users. So, what kinds of people use social media most? Well, they can be classified into four types of social media users:

  1. Leaders (influencers, creators, and professionals),
  2. Likers,
  3. Lurkers
  4. Loners.

These four social media personality types significantly impact how we engage with brands online and consume content. To be triumphant, brands must take notice. Understanding how to reach the various types is a turning point for your social media strategy and your business in general.

Some online personalities are inclined to lead conversations. Others to respond. Some are more prone to listen, while others prefer to hang out on the sidelines. Allow the Leader to create content, a Liker an opportunity to create virality, and a Lurker something to consume.

Then, you’re off. But make sure to make your social media presence so incredible that it extends to reaching the Loners offline. Your social media strategy must cater to each group to be uniquely compelling.

Let’s dive a little deeper into each type of social networker persona and what makes them distinctive.

  1. The Leaders

Leaders or influencers have built a sizable following and are often considered thought leaders and brand advocates in their niche or industry.

They are not shy to confidently express their opinions and engage with their audience. These types constantly post, share their thoughts and insights, and interact with others through content creation, live streaming and as vloggers, to name a few.

When it comes to the OCEAN model, Leaders tend to be:

  • Outgoing and friendly individuals,
  • Well-organized and highly focused when it comes to their use of social media.
  • Always on the lookout for new opportunities to expand their reach and influence.
  • Usually, creating original content and having a large following.

Think of Charli D’Amelio. She is among the youngest influencer in the world on Instagram and TikTok, with 40.3 million followers. She is the best example of this type of persona.

Brands looking to establish a strong presence on social media should definitely target these types of users, as they can be a powerful tool to promote a product or service. They’re the ones who can put your brand on the map, and their followers will be more likely to engage with your content as well. 

  1. The Likers

Next up, we have the Likers. These users primarily focus on consuming content rather than creating it. They scroll through their social media feeds, read posts, and like or react to content, but they only sometimes comment or share.

They use social media to stay updated on what’s happening worldwide. For example, a person uses a social media platform primarily to stay informed about current events or to see updates from friends and family.

Regarding the OCEAN model, Likers tend to be more introverted and reserved, not as organized or focused in their use of social media, but supportive and responsive to others.

The Likers play a crucial role in the social media ecosystem. They may not create content themselves, but they take ownership by sharing, commenting, and engaging with it. Think of them as the mediators of the social media world; they sway what is thriving on the internet and determine what is relevant.

To win over the Likers, your brand must create a message they will want to respond to and forward to their network.

Every share and comment a Liker rewards you with will maximize your coverage. These users determine what is successful on the internet, and they must not be ignored.

2. The Lurkers

The Lurkers are an essential type of social media user, even though they may not be as active or visible as other types. Social media users are active on social media but in a more passive way. They tend to consume content but don’t contribute much. They may scroll through their feeds, observe and learn from others, but they’re less likely to post, comment, or engage with others.

When it comes to the OCEAN model, Lurkers tend to be introverted, reserved, highly organized, and focused in their use of social media but not as responsive to comments and messages.

But don’t underestimate these silent observers, they are still an essential part of the social media ecosystem. They’re constantly keeping an eye on what’s new and trending and always taking in information.

The challenge with Lurkers is that they’re hard to reach, they may be following your brand, but they’re not actively engaging with you online. Therefore, brands need to keep a close eye on reach and impressions to understand how many Lurkers they are reaching.

Think of them as the silent watchers, always observing and learning, but never engaging. To reach the Lurkers, brands must create interesting and informative content that will pique their curiosity and make them want to engage with the brand.

Bear in mind that Lurkers are all over social media, so keep going if you’re not getting the response you hoped for. You’re still reaching them; they just might not be telling you.

4. The Loners

Finally, we have the Loner, who is less active on social media. They may have fewer friends and followers and post less frequently. Their primary use of social media is to stay in touch with loved ones rather than to connect with new people.

As per the OCEAN model, Loners tend to be introverted, reserved, and less organized in their use of social media. In addition, they may be more sensitive to criticism and negative comments. As a result, they tend to avoid social media altogether.

Loners can still be reached through other means, as they often receive information from Leaders, Likers, and Lurkers. Therefore, your social media campaigns should be strong enough to spark offline conversations among them.

Make your campaigns captivating enough that they feel like they are missing out by not being online. With time, many Loners tend to become Lurkers.

Want to Unlock the Potential of Social Media Users?

Are you ready to take your social media strategy to the next level and effectively engage with different types of social media users?

At LeadIn Media we can help you navigate through this landscape with ease and make the most of your social media presence.

Don’t miss out on the opportunity to enhance your social media strategy and reach your target audience! Connect with us to discover the different types of social media users and how to effectively engage with them.


Table of Contents
Read more