The internet is wonderful for searching — just a few keywords and you have millions of results at your fingertips. But what about businesses searching for the right audience? That’s a bit less cut and dried. Do you know if a majority of your target audience is on Facebook, YouTube, Instagram, Twitter or Pinterest? Understanding where your audience spends most of their time can help boost your social media marketing, from ads to organic content. Here’s who’s on each of the top five social networks: Facebook, YouTube, Instagram, Twitter and Pinterest.
Facebook is the largest social media network, boasting numbers in the billions. The size means that Facebook probably has some section of your business’ target audience, though there may be better networks depending on who your audience is. Around two thirds of the network is Gen Xers, so this is the primary network to use for reaching those born before 1980. That’s not the only generation on Facebook though — Millennials are more likely to hit the share button here. The network also has slightly more women than men, but not enough to be crazy significant.
YouTube has a higher percentage of men than women — but the ten percent difference suggests not ignoring the platform entirely for female target audience. The video-focused platform is also the most popular among Generation Z, youth born between 1997 and the current day. That means YouTube should be a serious consideration for anyone targeting anyone under age 21. (Along with Snapchat, a network that’s heavy towards younger users.)
Instagram is also more popular among the youngest demographics, though with a billion users, the network reaches many types of people. The network is also slightly skewed more towards women, but like most of the other networks, gender isn’t big enough to deter a business with products focused towards men. Remember, Instagram is a visual network — which makes the network well suited for visual ads and products.
The micro-blogging platform is most popular among users between age 18 and 29. More than 90 percent of users on Twitter follow a business, so it’s a good network for creating organic content campaigns. The network is most popular in Japan, the United Kingdom and Saudi Arabia. The short and sweet nature of the network is great for businesses that are witty or well-spoken.
Pinterest is likely the network where gender plays the biggest role — 45 percent of women in the U.S use the network while only 17 percent of men do, though the male demographic is growing. Pinterest’s idea board style makes it ideal for brands in home decor, fashion, weddings, parties and food, as well as anything that can be part of a DIY project. The age group most likely to look on Pinterest for something to buy are the millennials.
Social media marketing is a must, whether through organic, unpaid content or ads, the networks serve as a way to quickly get a message out to potential customers. Social media also helps consumers continually see a brand, rather than a one-and-done approach. For the best results, however, you need to determine what network is most likely to reach your audience.