Nowadays, companies use social media as real advertising platforms, which is certainly comprehensible given the great popularity of social networks such as Instagram, Facebook or TikTok. In fact, with a well-designed strategy you can position your product or service and thus acquire new customers.
It is also true, however, that you should never publish the same content on all social networks, because each channel has its own purpose and, consequently, its own audience. We've already said it in our article "The 5 mistakes companies make on social media" and we'll say it again: selling on social networks requires more than "advertising". It involves constant interaction with users, answering their questions and feedback while keeping them informed about the latest company developments.
Let us therefore see what the typical audience is for the most popular social media.
Since its creation in 2004 Facebook continues to top the list of the most popular social networking sites for sharing, with 2.5 billion monthly active users globally in 2019.
Considering the profile of the campaign audience, important data can be drawn: the age group most involved in the use of social media is 25-34 years old, followed by the 18-24 age group. Of these groups, men in July 2020 accounted for 19% in the former case and 15% in the latter, while women accounted for 13% and 10% respectively.
Therefore, the general thought that Facebook has a generally older audience is not really true. It is certainly an extremely diverse audience and therefore needs good segmentation.
A visual sharing social par excellence, almost all Instagram functions are designed for mobile use. Sure, they can also be shared via Facebook, but Instagram has dynamics all its own. Since its purchase by Facebook in 2010, Instagram has seen exponential user growth, reaching 1 billion active users at the beginning of the year.
As with Facebook, the audience for Instagram is in the 25-34 age group, followed by the 18-24 age group and with a slightly higher percentage of male users, albeit slightly.
LinkedIn is the largest network designed to connect with potential customers, mainly from a B2B perspective, stay up-to-date on your job sector, search for job offers and interact with content created by the community. Founded in 2002, LinkedIn has almost reached 700 million monthly active users. Of these, in July 2020, there were more men than women (57% vs. 43%) and a slightly higher age group than platforms such as Facebook and Instagram.
Used to communicate short messages called tweets between users, Twitter's audience consists mainly of millennials and young professionals. Many accounts are used by companies, organisations, media, celebrities, politicians and the like. The key word for a successful Twitter business? Immediacy. Announcements, breaking news and important messages are particularly used. Total subscribers on Twitter amount to 326 million and it is for now the social network with the lowest number of users of all the others listed, but with the highest percentage of male users (66%).
Purchased in 2005 by Google, YouTube is the largest video sharing network and is also the second largest search engine. At the beginning of the year, there were 2 billion active users. More than half of the subscribers seem to prefer this channel to traditional TV and visit it daily. While it is true that there are some brands that lend themselves to video virality more than others, in general, any business can publish videos that work.
The most popular social networking site for women, who in fact make up the majority of active users. Through this social networking site, pictures and videos can be 'pinned' to personal pin boards. Many people use Pinterest as a source of inspiration, especially in the areas of fashion, furniture, food and travel. Pinterest has seen growth in particular in recent years, even surpassing the registered users on Twitter. In fact, the social network has no less than 367 million registered users. The average age of users on Pinterest is 40, although the majority of active users are under 40.
Founded in 2016, TikTok has seen a real boom in the last few years in terms of creating short videos that allow people to connect with a very young audience. A high percentage of users are in fact in the 16-24 age bracket, although in the last year its use has also increased by a large number of influencers and prominent personalities. The latest statistics speak of no less than 800 million active users.
There are numerous social networks, however, not all of them are necessarily suitable for your online promotion activity. You should therefore ask yourself in advance what kind of content you would like to offer and whether your target group is in the same channels in which you would like to be active.
As a development and marketing company, we also deal with online advertising and offer our support to companies in this area.