Using Social Media to Speak to Your Customer - Are You On the Right Platform?

facebook pulled up on laptop and phone

Almost no marketing campaign in the modern world fails to include social media. Especially when you are using organic growth techniques and not necessarily streaming money into advertising campaigns, social media posting is the most effective way to gain an audience. Over seventy percent of all adults in the United States use some type of social media platform, with a large number of those people using it every single day. As certain platforms grow and others lose traction, it is important to stay in tune with what demographics are active in different areas to make sure that you are reaching the correct market.

Facebook has been for many years, and continues to be, second only to YouTube as the most popular social media site. Less than half of the 65 and older population uses Facebook, but a majority of every other age bracket has a Facebook account. Approximately 80% of people ages 18 to 29 are Facebook uses, 75% of whom use the platform every day, but people ages 25 to 34 make up the largest percentage of users. There are 239 million active monthly Facebook users in the US, which is only a small fraction of the 2.1 billion monthly users worldwide. Additionally, Facebook is most popular with those who live in urban areas, followed closely by suburban residents, and then rural. In short, Facebook has a strong representation of just about every demographic of users and targeted marketing campaigns on this platform are likely to be successful in reaching the audience you are seeking. 

In the past five years, Instagram has grown to be the third most popular social networking site in the United States. Thirty-seven percent of US adults are Instagram users in 2019 with the 18 to 29 age group being far and away the most active users. Less than 50% of people ages 30 to 49 use Instagram, 23% of 50 to 64 year-olds, and only 8% of 65+. Instagram has definitely grown in popularity with social media marketing campaigns trying to reach the millennial population. 

LinkedIn has maintained moderate success as a social network in recent years, definitely reaching a more defined demographic. This time, adults ages 30 to 49 top the charts of users, coming in at 37%. Ages 18 to 29 and 50 to 64 both hover around the mid-twenties, and around 11% of people 65 and older use this platform. While there are only nominal differences between the number of users based on level of education for Facebook and Instagram, LinkedIn has a much higher percentage of users with college degrees, around 51%. Only 9% of US adults with a high school education or less use LinkedIn, and about 26% of adults with some college education. 

Other sites like Twitter and Pintrest have remained fairly constant in usage over the past six years. About 22% of Americans use Twitter and about 28% use Pintrest. Twitter is most popular with people ages 18 to 24. Pintrest is said to reach 83% of women in the Unites States ages twenty-five to fifty-four, but only about 30% of their users are men. 

Using these demographics to successfully target your organic marketing campaign can make all the difference in reaching the right people. Obtaining the right engagement on social media could translate into great growth and prosperity for your business!

Marketing Juice offers many options for social media marketing management and consulting. Reach out to us today for a free consultation.