15 Sep The Social Generation Gap
Contrary to popular belief, social media isn’t just for young people. Social media users come from all age groups and participate in these online circles regardless of the generation they were born into. According to Pew Research Center, in 2017, almost 70% of the public uses social media. Though most people are actively online, where people choose to spend most of their digital time does depend on age. As a marketer, business owner, or social influencer, it is vital to know your audience and where you can find them on social media.
Facebook, one of the most tenured social media giants, was launched in 2004 as a platform to help college students connect. The audience of mostly twenty-somethings reflected its purpose at the time. But since its inception, the platform has become increasingly popular with a surprising demographic. Boomers. Users aged 50-65 prefer Facebook over other social media sites and spend a significant amount of their online time on this website. If your customer demographic primarily consists of baby boomers, Facebook may be the perfect place to capture this audience.
If you’re interested in attracting a younger consumer base, you may find better luck on other platforms. Though Facebook usage is growing amongst older generations, teens and young adults seem to be migrating to visual platforms like Instagram and Snapchat. According to an eMarketer analysis, the number of Snapchat users is expected to increase 5.8% this year with the most significant percentage growth in users aged 18-24. Instagram usage will grow 23.8% with a large portion of their expanded user base being teenagers. Young people are enthralled by visual content and these platforms have successfully capitalized on this form of communication.
Millennials are interested in visual content as well but prefer YouTube videos over the short clips found on other platforms. YouTube personalities have become celebrities in their own right and many of their followers come from 20-35 year olds. Facebook has also begun capitalizing on the increasing popularity of video content. Generation Xers have a large social media presence on Facebook and Twitter and are avid product researchers. Online reviews effect the purchasing decisions of 68% of users in the 36-49 age group.
As you build your brand and refine your audience, it’s important to know where to reach your consumer base. Marketing your product on the social platforms that your customers are most likely to use is a fundamental step in increasing conversion. Once you’ve identified your audience, call on the experts at Idea Associates to help you create an effective social campaign.