Using social media platforms for different audiences

Facebook, Twitter and Instagram are the most influential forms of social media that exist. Building and maintaining a strong presence on these channels is crucial for the evolution and prosperity of any brand. But even if you’re ticking all of the social media marketing boxes, are you filtering these checkpoints onto the right platforms?

Facebook

Facebook was established in 2004 and homes a massive 71% of all internet users. In other words, Twitter and Instagram look up at Facebook and tug at its shirt asking for loose change.

Facebook’s audience is balanced in terms of gender, ethnicity, income, location and education. However, 60% of 50-60 year-olds are on present on this platform. Now this percentage might seem low compared to the 84% of all 18-29 year-olds, but when we compare this to the mere 9% that are on Twitter and the 6% that are on Instagram, you can understand why this statistic is quite so significant.

The takings from this? If your brand is one which encourages a broad age range, then Facebook is where you target the more.. ahem.. mature audience.

Another important point of note with Facebook’s demographic insight is that the location of its users is more or less evenly spread over rural, suburban and urban settings. Although this intelligence might not appear as though it requires special attention, the location demographics of Twitter and Instagram show a significantly lower % of rural audience in comparison to those from other areas. This means that Facebook is your best chance at targeting those country bumpkins; the people who may have retired to a house in the country with a bouncy little pension to spend on your product…

Analysis: Facebook is for the older audience.

So don’t post exclusively about ‘the freakin’ weekend’ or over-dominate this platform with images of your shop’s loveliest tie-dye ensembles. Instead, imagine you’re communicating with an older group and steer a few posts towards life in a rural setting. Think about what 50-64 year-olds are looking for from a business on social media. Engage with them, post thought provoking updates, and by all means use your social media charm, just filter your bank of social posts before it reaches Facebook in order to prosperous results from the audience you’re serving.

Twitter

In 2006, Twitter came flouncing through the swinging doors of social media and took a seat at the head of the table. With 18% of all internet users using this platform, Twitter’s micro-blogging nature was an instant hit.

As a business, if you’re not using Twitter, well, frankly I’m speechless. Where consistent and regular posts may seem spammy or self-absorbed on other platforms, Twitter’s quick pace encourages continuous posting throughout the day, getting word of your business out there and forever increasing followers and engagement.

Now let’s look at who you should be targeting with your Twitter content. This platform is home to 31% of all 18-29 year-olds and 19% of 30-49 year-olds. With this, 37% of all urban & suburban internet users engage with Twitter in comparison to the lesser 11% of rural demographic.

Analysis: Twitter is the middle ground. 

Twitter is your opportunity to target a slightly younger audience in more urban settings. But when we say ‘young’ we’re not talking exclusively Uni students, we’re looking at a demographic that likes a bit of fun with social, of which many probably took part in the ‘ice-bucket challenge’ and who really appreciate social media for what it is. This can be a difficult audience to successfully engage, so try to maintain a good flow of content that’s both interesting and current to someone who’s just been let into a bar for the first time as well as someone who has a child that’s just been let into a bar for the first time. Simple, right?!

Instagram

Created for the vain and flashy, Instagram first appeared on our phone screens in 2010 and has acquired an ever growing 17% of all internet users since. Instagram is a tricky one for a business, as if you don’t have a stylist or professional photographer to hand, your feed has the ability to rapidly devalue your brand and make it look slapdash. But if you can do it and do it well, you’re onto a winner.

If you’re a user of Instagram, you’re sure to know that the platform is drowning in ‘OOTDs’ ‘TBTs’ and ‘L4LFs’. And if you don’t know what those are, well, you clearly don’t use it enough. Every other picture you see is a selfie or a well presented plate of food.. but this is the superficial tip of the iceberg, as Instagram can be the perfect platform for any brand that has a product or service that produces content that’s easy on eye.

The nature of Instagram means that it’s largely dominated by fashionistas of a younger age band (e.g. before their wardrobe begins to be based around which items of clothing best repel baby vomit). 37% of all 18-29 year-olds are using this app with 18% of 30-49 year-olds following suit. These users are also largely from urban/suburban areas.

Analysis: Instagram is for the cool kids.

Instagram is your chance to pull out the top knots and engage with the younger culture. Talk celebs, talk trends, talk selfies, talk hangovers, talk young. Filter your product(s) towards the eyes of students and young professionals. Make sure your posts are enticing, with a catchy caption and searchable hashtags. Get this pinned down and you’ve got yourself an award winning Instagram feed!

I hope this article has opened your eyes to the workings of social media and how you need to cater your brand, language, and style towards a range of demographics. Generate a rounded and statistics-based social strategy and together we’ll ensure your product is snapped up by an audience of every age, in every location. Now get posting!

Visit www.cogent-communications.com for more insightful social media tips.