In today’s world social media presence is key to a business's success. With more than 60% of U.S. adults actively participating, social media is a great place to connect with potential customers.
But social media isn’t just about having a social media page. It’s about being on the right social platform. Businesses need to know which social platform their customers are on and how to reach them there. Demographics and how people utilize social media change drastically with different platforms. Let’s jump into four social platforms and their consumer base.
1. Twitter: A Young Person Social Paradise
Twitter is the place for a younger audience. Here are some key stats about U.S. Twitter users:
40% of U.S. Twitter users are between 18 and 29.
Twitter usage drops as age increases.
Over half of Twitter users live in Urban or Suburban areas.
Have a product that appeals to younger people? Lime-S rides in the city? Twitter is your platform. Twitter is perfect for a brand that has a lot of young adult consumers that live in highly populated areas.
2. Facebook: The Old Reliable
Facebook is the social platform that checks all the boxes—even some you don’t need. It has a huge consumer base that comes from multiple walks of life. Here are some key stats about U.S. Facebook users:
68% of US adults use Facebook.
74% of women use Facebook compared to 62% of men.
65% of US adults from 50 to 64 use Facebook.
74% of people who use Facebook get on the platform once a day.
Businesses selling products made for women can reach over 70% of their audience on Facebook alone. Ads on Facebook should lean slightly toward women to create an optimal environment for a successful ad.
Do you have an older audience? LifeCell does too. LifeCell utilized Facebook to double its global sales. The company utilized Facebook to target men and women over 35 to sell its skin care products. This shows how utilizing Facebook when you have an older audience can be key to drive sales.
Facebook is one of the few social platforms that has a user base above the age of 50. Need a social platform that reaches everyone with a steady user base? Facebook is the answer.
3. Instagram: The Up and Coming
Instagram dominates the teen scene and is a great platform for brand building. It’s a great place to live and breathe your brand on social media. Here are some key stats about Instagram:
72% of U.S. teens use Instagram.
83% of Instagram users say the platform helps them discover new brands or services.
54% of people make a purchase either in the moment or after seeing a product on Instagram.
Instagram reaches a younger audience and people committed to discovering new brands. It’s the perfect platform to build a brand with a positive image.
Instagram’s platform houses many online-only businesses and allows them to thrive and drive in sales. It’s also great for product launches with popular brands.
L’Oréal Paris utilized Instagram when rebranding a product and had tremendous success. The cosmetic company utilized Instagram to rebrand Sugar Scrubs. The rebranding on Instagram tripled the Sugar Scrubs sales.
Instagram isn’t just for brand building. If you have a good e-commerce site and can direct consumers there, you can drive a lot of sales off Instagram ads.
4. LinkedIn: The Professional
LinkedIn is slightly different than most social platforms with its emphasis in the professional world. It is the perfect platform for a business that focuses on providing a product or service to other businesses, or a B2B business, to advertise and have a social media presence. Here are some key stats about LinkedIn:
LinkedIn is the number one channel for B2B users to distribute content.
Over 40 million LinkedIn users are in decision-making positions at their companies.
44% of LinkedIn users earn more than $75k a year.
50% of LinkedIn users are college graduates.
Are you a business-to-business business? LinkedIn is the social platform for all that is B2B. It’s a great platform to push professional blogs and content.
Are you producing educational content? Or selling a higher-end product or service? LinkedIn is also great for any business wanting to reach a highly educated, upper-middle-class audience.
Every social platform has a different user base and has a spot in social advertising. Doing well in social media requires you to know your audience and know where they live on the social sphere.