April 2015, Horsham, Sussex:
Facebook is for Grown Ups!
by Sussex PR agency Media Word Waves
As the social media climate grows and its user base increases, businesses are recognising the importance of social media platforms. We're seeing more companies ask 'Is Twitter the place to be?', 'Does Facebook connect to my target audience?' or 'How many of these networking sites will actually benefit my business?' Building a social media presence correctly can be one of the best marketing tools to hand, but are you reaching the right people?
Let’s look at the facts. For example; Facebook boasts the most online users with 1.32 billion using the social networking site. While many would associate Facebook predominantly with youngsters, research shows that 35-54 year olds make up 31.1% of the user base making them the capital audience on Facebook. Its lowest age demographic is those between 13-17 who make up only 5.4% of the user base and count as only 9.8 million users in comparison to the 56 million people who connect via Facebook between the 35-54 age brackets.
If we focus on the more dominant and influential networking sites, we are looking at Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube. It's important to recognise that the age demographic of the predominant users for each platform vary. With a 2014 Ofcom report asserting that Facebook prevails as the default social networking site for almost all UK adults who are online at 96% these stats should be seriously considered when creating your online existence. For example; if a company sells one direction handbags, we would presume young girls are the target audience, then perhaps Facebook is not the place to market them.
Instagram is a photo sharing network which appeals to on the most-part to the younger generation with 18-29 year olds making up 37% of the user base while 50-64 year olds compose only 6%. The photo sharing network is a creative, visual podium which has grown 50% in 9 months and is now bigger than Twitter. Statistics show that there are now 300 million Instagrammers, sharing more than 70 million photos and videos each day and getting 50 times more engagement than Twitter. But companies have a whole pool of visionary platforms to choose from including Tumblr, Pinterest and YouTube. While Pinterest's users are 80% female, statistics show that YouTube, although popular across both genders, is accessed more by men.
Keeping in mind the rapid movement of social media, ask yourself what you are trying to achieve and who is your target market. Once you've answered those questions you can decipher exactly what platforms will help achieve those goals but always keep on the ball.