Who will you find on social media?
The short answer is almost everyone! But where you will find different demographics of people — meaning different target markets — varies by age, education level, career and gender.
YouTube and Facebook dominate overall, but Instagram is quickly overtaking those “older” channels among the younger crowd, especially among 18-24 year olds, according to 2019 statistics from Pew Research.
What does this mean for your business’s marketing decisions? First, it should mean that social media is absolutely a part of your strategy, regardless of who your target market is. Even B2B businesses should be looking to social media as a way of increasing awareness, developing thought leadership, and using content to drive website traffic and lead capture — especially on LinkedIn.
And if you are in B2C, it means determining who your target audiences are and tailoring your approach to make the most impact. That most likely means developing a presence on multiple channels, as each has unique things to offer. Instagram gets your business in front of a younger audience, but Facebook has the ability to link followers back to your website. A combination of both will build a brand image and drive business when you commit to a steady stream of quality content, monitoring and engagement.
See how original organic content — not just ads — drove new business for a Missouri medical spa in our Case Study: Serenity Medical Spa & Organic Facebook Content.