Do You Know Where Your Social Audience Is?For your social media investments to pay off, it’s not just about creating the right content; it’s about creating the right content for the right channels. As a responsible brand steward, you’ll want to claim your profiles across all the major platforms, but that doesn’t mean you’ll want to invest in them all equally. Social media is not “one channel fits all.” Answer these three questions to identify the best social channels for your brand.
1. Which channels does your target audience prefer?To find out which social media channels your target customers like, it’s helpful to review your buyer personas. What are the basic demographics of your target audience? What are their age ranges, their gender, and their income level? While everyone is on Facebook, other social platforms display clear demographic preferences, according to 2018 research by the Pew Research Center:
- Women dominate Pinterest, with nearly three times as many women using the platform than men.
- LinkedIn claims an outsized proportion of college graduates and affluents among its user base. Over 50% of LinkedIn’s user base has a college degree, and only 10% have a high school diploma or less.
- Snapchat, Twitter, and Instagram are especially popular younger demographics, but there are differences even among adjacent generations. For instance, Snapchat use falls from 78% among 18 to 24-year-olds to 54% among 25 to 29-year-olds.