In our last blog we examined in detail how to create highly targeted content that helps business owners increase their following on social media – and grow new avenues of revenue or customers. Now we’ll look at the best places to use that social content.
Attracting a highly targeted niche
You’ve spent time and money creating the best possible content, but it won’t help you if you don’t use it appropriately. It’s important to understand the different audience demographics across many social platforms so you reach the widest possible – and targeted — audience with your relevant content.
On any given day, 2.8 billion people use some social media platform. That’s a lot of potential views. And it should come as no surprise that Facebook is the unequivocal king of social media. Facebook has no rival when it comes to social – it’s as big in the social arena as Google and Apple are in the technology sector.
Online statistics and market intelligence portal Statista pegged the number of active Facebook users at 1.8 billion in January of 2017. That’s more than three times the number of users on Instagram (600 million). In the U.S., 89 percent of all internet users are on Facebook, and 32 percent are on Instragram. Twitter, by comparison, has just 317 million total users.
Clearly, content posted on Facebook gives you the greatest reach – 75 percent of its users spend 20 or minutes a day scanning their news feed or posting status updates and photos. But Facebook might not always be the best bet. You also have to consider your target demographic, so let’s look at some user statistics among the major social media platforms.
- Facebook is the best place to reach Millennials and Gen Xers ages 18 to 49.
- YouTube reaches more people ages 18-34 than any cable television network in the U.S.
- 90 percent of all Instagram users are under age 35
- Twitter users are primarily between the ages of 18-29
- 45 percent of Pinterest users are women
- Pinterest content has the best longevity – 151,200 minutes, versus 90 minutes for a Facebook post
- Nearly half of all LinkedIn users make more than $75,000 annually
- 64 percent of Reddit users are under the age of 30
There are many more statistics, but you get the idea – social usage varies greatly by age and platform.
The key to great conversion rates with your targeted content lies in where you place it. Due to its massive scope, Facebook has the largest audience. Younger users prefer the fast-paced content found on YouTube, Snapchat, WhatsApp and Twitter. Start your social marketing with one platform and focus on building a loyal and strong following there. Master the intricacies of that platform’s analytics, tracking, use of keywords and audience preferences. From there, you can branch out and begin posting on other platforms and ask your growing following to join you on other social media sites.