You’re most likely utilizing social media to reach your customers on the web, but are you being smart about it? The reality is that not all social media users are created equal. The social media sites you use – and how you use them – can have a substantial impact on the ROI (and profits) you see as a result.
As a matter of fact…
There are big differences in the ways that people make use of social media, and many of those differences are generational. It turns out that when it pertains to using social media effectively, age matters.
Let’s start by checking out some demographic data for the most popular social media platforms. What you’ll observe is that the age of your customers dictates, in large part, where you’ll be able to reach them. All statistics are drawn from the Pew Research Center.
- Nearly eight in ten American adults use Facebook, and it is by far the largest social media site. While users cover a wide range of ages, the highest percentages are in the 18-29 range, with 88%. The numbers decreased with age, but a still-impressive 62% of adults over the age of 65 utilize Facebook.
- 32% of all online adults, and 28% of Americans, use Instagram. Here, the demographics skew much younger than Facebook. In fact, 59% of Instagram account holders are under the age of 30.
- Pinterest is nearly as prominent as Instagram, with 31% of all adults using the site. However, here the demographics skew heavily female, and are equally spaced among all age groups. Pinterest users also have the tendency to be more affluent than users of other social media sites.
- 87% of Millennials and 85% of Baby Boomers have a Facebook account.
- The two social media sites with the highest daily engagement are Facebook with 76%, and Instagram with 51%.
The social media sites you select for your business should be determined by who your customers are. If you hope to connect with Millennials and Generation Z, Instagram is the clear winner. For older women, Pinterest is a must.
The sort of content you share is equally as important as where you share it. In fact, choosing the ideal format and sources can make a significant difference in terms of your engagement.
Let’s begin with the youngest generation, Generation Z. As mentioned previously, their preferred social media site is Instagram, and the Pew Research Center indicates that their average attention span is a mere eight seconds. That means that they’re far more likely to respond to visual content than written content.
Some other things to bear in mind about Generation Z are:
- They prefer real people rather than celebrities or actors in their content.
- They’re quick to embrace new technology, such as VR (virtual reality).
- They enjoy creating content as much, if not more than, consuming it.
If you wish to engage with Generation Z, try encouraging them to share their photos on Instagram or Facebook, and feature people they’ll relate to.
Millennials are a huge generation with a remarkable amount of purchasing power. Marketing to them represents a challenge, but here are some things you should know.
- Facebook is their prime social media site.
- The number one thing Millennials crave in marketing is authenticity.
- Generally, Millennials place a massive amount of importance on peer reviews and influence. Engaging with micro-influencers can be a very effective way of reaching Millennials.
Social involvement matters to Millennials, so if you can figure out a way to link your business to a cause it can help you connect with them.
Generation X shares some similarities with Millennials, but they tend to be a little harder to pin down when it pertains to their content choices. Here are some tips to help you connect with Generation X:
- Members of Generation X are far less likely to access the internet on mobile devices than Generation Z or Millennials.
- Their preferred type of online content is blog posts, followed by photos, comments, eBooks, and case studies.
- They are most likely to be online during business hours and between 8:00 pm and midnight.
They are far more likely to utilize Facebook than any other social media platform. If you offer a product or service for sale, then you may want to consider creating a few case studies and sharing them on your blog site and Facebook if you want to engage Generation Xers.
Baby Boomers might have lagged behind later generations when it comes to adopting technology, but they’ve caught up now. Most baby boomers possess mobile devices and use the internet in some capacity. Here are some things to keep in mind as you market to Baby Boomers:
- Facebook is by far their most favored social media site.
- Baby Boomers study companies online, but they’re less likely to want to engage with them online and more likely simply to review basic information prior calling or visiting you in person.
- Many Baby Boomers are strongly driven by cost savings, and are likely to respond to coupons, sales, and other value-based marketing.
- Baby Boomers tend to be highly faithful customers. Once they try a brand and like it, they will stick with it through thick and thin. As a result, they can make superb brand ambassadors.
If you intend to reach Baby Boomers, ensure that basic information about your business is conveniently accessible on your website, social media pages, and local directories. It’s also a smart idea to reach out to them with special sales and bargains as a way of emphasizing that you value their business. They’ll reward you with intense loyalty.
As revealed, there are some significant distinctions between generations when it involves marketing. If you make the effort to learn about your customers and tailor your content to their preferences, you’ll be able to maximize your engagement – and grow your business.