08 Mar CHOOSING YOUR SOCIAL MEDIA PLATFORM
In my last post, “Identifying Your Audience,” we discussed the importance behind understanding and knowing your audience before you build a social strategy for your business.
Once you have gone through the steps and have identified who your ideal customer is, you can then choose the social media platform(s) where your target market it.
So let’s break it down.
Facebook: Facebook users are primarily those ages 25-34. The demographics are indeed growing though for those ages 40+ as you will find a lot of parents and grandparents scrolling through Facebook nowadays. The split between female users and male users is very close to a 50/50 split with about 53% female and 47% male. One thing to consider as we get more into engagement with your audience is that females are most likely to engage with your content with a like, comment or share whereas male users are likely to scroll on by after reading without clicking to share their reaction.
Instagram: Instagram came at an excellent time for those kids who needed a new platform after mom and grandma jumped on the Facebook bandwagon. You may have experienced this yourself, but a lot of the younger crowd rolls their eyes at Facebook which makes Instagram the prime real estate for ages 18-24. You will find it very common to see the 25-34 range here also.
YouTube: In my opinion, YouTube is overlooked as a social media, but this is an excellent opportunity to educate and get your message across. Video content and engagement is growing, and with YouTube, you will find this might be the best way to reach your male demographic as YouTube is about 62% male and 38% female with an extensive age range.
LinkedIn: Again, a very underutilized social media platform. If you are in a B2B market or looking to target professionals, decision-makers, etc, LinkedIn is a must! There are over 40 million decision makers, 61 million senior level influencers and over 44% of the users make over $75K per year! The male to female ratio is 56% male and 44% female, and the age range is extensive here as well!
Depending on your business, maybe all four platforms suit your needs, but we strongly recommend choosing the one that most fits your ideal client and starting there. You don’t want to spread yourself too thin.
Here’s a few typical (but not limited to) scenarios:
Facebook: 40-year-old stay at home soccer mom
Instagram: 20-year-old female college student interested in health and wellness
YouTube: 28-year-old male interested in cars and mechanics
LinkedIn: Corporate Executive age 45-55 looking to grow his/her business with advanced technology
What social media platform should you be capitalizing to grow your business?
Until next time, xoxo
VP of Marketing, BiQi Marketing