This may surprise you. Social media marketing is still a buzz phrase in marketing departments and surprisingly, so many brands still haven’t bought in. While it can be a great way to build awareness and engage with your audience, it’s likely that you could be wasting time on social media too.
Your buyer persona is a semi-fictional, detailed profile of your ideal customer. Nearly two-thirds of American adults use social media sites so more than likely, your audience is spending time on social media. But where are they?
Often times, when brands decide to “do social media”, they go about it all the wrong ways. I’ve seen it time after time - brands create a profile on every social network they know exist, spread themselves thin as they try to post on everyone, then get burned out and discouraged when they don’t see results. Has this happened to you?
It’s important to realize that so many social networks might not be a good fit for your brand probably because your audience isn’t there to see you! Net, you could be wasting time and effort on social platforms where you’re speaking to an empty room.
Let’s take a look at the hottest social sites and their audience breakdown…
1.59+ monthly active users
Largest age group: 20 - 29 years old (28%)
Second largest group: 30 - 39 years (21%)
Fastest-growing age group: 55+
66% of male internet users are on Facebook.
77% of female internet users are on Facebook
400 million monthly active users
Largest age group: 25 - 34 (25.6%)
Second largest group: 18 - 24 (22.9%).
24% of male internet users are on Instagram
31% of female internet users are on Instagram
310 million monthly active users
Largest age group: 25 - 34 (22.2%)
Second largest group: 35 - 44 (20%).
25% of male internet users are on Twitter
21% of female internet users are on Twitter
200 million monthly active users
Largest age group: 18 - 24 (45%)
Second largest group: 25 - 34 (26%).
106 million monthly active users
Largest age group: 25 - 34 (22.4%)
Second largest group: 35 - 44 (20.8%).
26% of male internet users are on LinkedIn
25% of female internet users are on LinkedIn
100 million monthly active users
Largest age group: 25 - 34 (26%)
Second largest group: 35 - 44 (21%).
16% of male internet users are on Pinterest (and growing)
44% of female internet users are on Pinterest
So, what does this all mean?
When marketing on social media - whether it be organically or paying to play, it’s important to know where your audience is spending their time. By looking at these numbers, a majority of these platforms are relatively 50/50 when it comes to male and female users. Your largest audience is Facebook, being the #1 social media platform meaning there are many users and advanced targeting options but heavy competition. If you’re targeting the younger demographic (18 - 24), Snapchat and Instagram are your key ways to reach them.
This is just the beginning and a way to kick off how you analyze social sites - if you’re going to invest time into a social network, do more research to know your buyer persona is there. Look at age distribution, gender and more to determine which are the best fit for you.
*Pro Tip: The landscape and demographics of a social network can change - we’re seeing it happen as Facebook skews older. I often recommend that you claim your username early on and leave a message telling the visitor to visit them elsewhere for the time being. For instance, if you think Instagram could present an opportunity down the line, go ahead and claim your brand’s handle (username) on Instagram and in the bio say “visit us on Facebook”. That way, your username is available to you should the time come you want to jump into Instagram.