Photo Credit: Spiltshare
No brand wants to throw its digital marketing budget out the window, but that’s exactly what happens if a brand uses the wrong social media tool. And what makes a social media outlet the wrong one for your marketing campaign? It’s a bad fit if the target age of your brand doesn’t match the age of the users on the media site. Let’s examine the age demographics of four of today’s top social media platforms.
Facebook: all grown up and fully mature
Facebook has gone from being simply the online meeting place of college students to being a primary digital marketing tool of many of today’s top businesses with a more mature customer base. For example, The New York Times used its presence on Facebook for a 2.3 times increase to its subscription volume conversions.
Facebook reaches the very people that would read The Times. Seventy percent of online users aged 30 to 49 use Facebook. And as these users age they tend to remain with Facebook. Facebook is used by 56 percent of users aged 65 and older.
Twitter: the fast and the furious and the rather young
Perhaps Twitter is currently the social media outlet that brands think of first when they need to get a short message out to the public quickly. Its 140-character per message limit is tailor-made for our shrinking attention spans and warp speed lives.
Users aged 18 to 29 account for 37 percent of the people on Twitter. Another 25 percent of the users are aged 30 to 49.
Pinterest: closing the generation gap
Everyone has a passion for something, and it seems that they’re eager to proclaim that passion to the world through Pinterest. In excess of 14 million articles get Pinned each day. Who uses the site? No single age demographic group dominates. They all seem to share Pinterest as eagerly as they share their passions. Thirty-four percent of those on the site are aged 18 to 29. Those from 30 to 49 make up another 28 percent while users 50 to 64 account for 27 percent.
Instagram: everyone likes pictures
Images have power, and that power has made Instagram a leading contender among social media outlets.
Coca-Cola successfully used the imaging power of Instagram to boost the association in the public’s mind between Coca-Cola, happiness and friendship.
Instagram is attracting users of various age groups. Users aged 18 to 29 are the lion’s share of Instagram users at 53 percent. Another 25 percent are aged 30 to 49. Users aged 50 to 64 make up 11 percent. And six percent are over 65.
Don’t feel pressured to make your brand’s presence felt on each and every social media platform that comes along. Do research to determine which social media outlet will give you the best chance to speak with the specific age group most likely to be receptive to your message.