Over 2.8 billion people worldwide are using social media on a monthly basis. This is roughly 37% of the world’s population which means that any organization not making use of social media is greatly missing out. Although, it is not enough to just start having a presence on social media. As a company trying to build an online presence you must be sure to take advantage of the social media channels that appeal to your target audience the most. With so many options to choose from this can prove to be a difficult decision if you don’t know what you should be basing your decision on.
As discussed previously, you want to choose the social media network(s) that appeal to your target audience the most. You can determine which fit this description by taking a closer look at the metrics of each social media channel.
In regards to demographics for varying social media channels, there are a few metrics that are vital to look out for when deciding which would be best to use for your company. These metrics include things such as age, income, gender, session duration, device use, and more! Figuring out the demographics you’re looking to target and aligning them with the demographics of a social media channel will allow your organization’s campaign to have the most possible success.
When people think of social media, they think Facebook. With over 2 billion monthly active users, Facebook is the most popular social network of all. It is also the place where gen x and millennials are the most likely to share content as well as 30% of retail shoppers discovered a new product to buy. These generations are also the most likely to be on Facebook with 88% of individuals between the ages of 18 and 29 on the social media site.
Seen as the king of business to business social media, LinkedIn tends to be seen as a much more professional social media channel when compared to Facebook. And with over 80% of business to business social media leads coming from LinkedIn, this is not set to change anytime soon. As of 2017, there were over 13 million company pages on LinkedIn and it was also the most popular social network among Fortune 500 CEOs.
Known best for its use as a video-sharing site, YouTube is also a search engine as well as a social media channel. Many individuals are shocked when they realize the reach capabilities of YouTube as the website reaches more 18-49-year-olds than any cable networks inside of the United States. This is due to the rising popularity among users who spend an average of 40 minutes per day using the channel.