Top 6 Social Media Sites for Your Target Audience (Part I)

Marketing on social media may sound simple, but with so many platforms it can be difficult to decide where to spend your time and marketing dollars. With social media playing an increasingly large part in brands’ marketing, it is important to have a strategy.

Each social media platform has distinct strengths and weaknesses for marketing, along with a sometimes highly specific user base. Knowing the main demographic for your product or service and choosing a social media platform that will provide the most targeted marketing could make or break your brand. Here are the six top social media sites, and who their user bases are:

  1. Snapchat

Snapchat has over 1.5 million daily users, most of whom spend over 30 minutes on the app each day. With the vast majority of users under 36 years old, Snapchat is best for reaching younger demographics, who tend to prefer more interactive and interesting ads. Regarding gender, more than half of Snapchat users are female, meaning that brands that tend to have more female customers, like cosmetics or jewelry companies, may want to look into Snapchat marketing.

Snapchat allows marketers to create ads that will show up amidst users’ stories, allowing thousands of potential views. With Snapchat’s “window into people’s lives” format, ads on Snapchat should follow this model. Personifications of the brand, using phone cameras and first person POV shots, will lend themselves well.

Snapchat also offers users specialized filters to place on their photos, which marketers can engage with when creating their ads. Brand-created filters can be placed into Snapchat’s rotation and used by the Snapchat users themselves. Above, the (RED) campaign’s Snapchat filters can be seen in action. Needless to say, the more engaging and relevant the ad, the more eyes it will gain.

More resources: https://blog.hootsuite.com/snapchat-demographics/

  1. Facebook

With 79% of Internet users logging onto Facebook daily, this social media platform has one of the potentially widest reaches of all. However, the demographics of users vary almost as much as that of Internet users in general, so a more targeted approach is necessary when marketing to Facebook users.

Fortunately, with Facebook’s ad targeting service offered to advertisers, users can be broken down into demographic segments, or even broken down based on their hobbies or interests. With just a few moments spent choosing interests or groups that your customers belong to, Facebook advertising can be highly effective, with up to 89% accuracy in targeting potential buyers.

More resources: https://www.facebook.com/business/a/online-sales/ad-targeting-details

https://sproutsocial.com/insights/new-social-media-demographics/#facebook

  1. Instagram

With over 400 million daily active users, Instagram is preferred more by millennials. With it, advertisers can upload permanent pictures and videos along with a short caption.

With its algorithmic newsfeed, Instagram advertising shows up similarly to Facebook ads. But with its younger, hipper user base, Instagram is the platform to use if your target demographic is mostly aesthetic-oriented millennials. Keep in mind that for content to stand out on Instagram, it must be almost excessively photogenic, so if your brand specializes in visually oriented products, Instagram is the platform to put your energy into.

More resources: https://sproutsocial.com/insights/instagram-vs-snapchat/

Interested in hearing about the other 3? Check out our break down Twitter, Linkedin, and Pinterest here.