Are you sure you're using the right social media platform for your brand? Today's market is not as simple as the days of traditional media. Back in the day it was easy to tell who's reading the newspaper versus who's getting it from television versus who was reading it on the internet yesterday – only then can you consequently work on a campaign, i.e. a TV spot instead of a print ad, or a point-of-purchase material inside the store instead of stickers on the back of a moving bus.
Not to say that traditional media is dead. It's just that now the lines have blurred, and circles of engagement have overlapped – your target audience may both be a couch potato and a Twitter (NYSE:TWTR) user, or a sports fan and a serial Instagram uploader. The presence of social media have added avenues with which you can reach your market, and it is important that you know exactly where to get in touch with them.
According to a tech study by the Business Insider, the demographics of certain social networks are shifting – it's not just early versus late adopters anymore. Because technology grows at a very fast rate, a website or online service gets 'old' very quickly, the way famous videos on YouTube become viral in hours and yet fizzle out and die in a week or so. In the same manner, Facebook (NASDAQ:FB) might be considered by some as a platform that has finally reached maturity, and so the younger generation might feel compelled to use a 'younger' app like Snapchat.
Who's On What
According to Forbes, teenagers in the US these days are more likely to use Instagram to communicate with their friends. In fact, 76% of respondents in the survey indicated that the photo-sharing site is their most used and preferred app/service at the moment.
In Pew Research's Social Media Update, a more comprehensive breakdown of data shows the following:
1. Despite teens abandoning ship, Facebook still remains the most popular on social media, with females listed as the majority of users.
2. Pinterest is more likely to appeal to women, too, regardless of ethnicity and race, but the user base has changed in terms of age, with the majority shifting to 18- to 29-year olds (previously popular among 30- to 49-year olds).
3. Twitter, meanwhile, is used by both those who are living in urban or suburban areas.
4. LinkedIn (NYSE:LNKD) has a user base that is predominantly men at 24%. It has the most traction among two age groups: 30-39 years old, and 50-64 years old. Since the platform is geared more towards professionals, it is understandable that usage is higher among those employed at 27%.
5. YouTube has an audience of adults that number more than that of cable TV networks, and is the designated choice by millennials for media content consumption.
Aside from those mentioned above, other social media sites worth taking note of are Vine, Tumblr, and MobioINsider. Vine is an app where people can share videos that are six seconds long. Tumblr is a blogging service that has popularized the trend of reblogging content from other people instead of coming up with material on your own. It is probably one of the social sites that has a stake on the idea of curating versus creating, which is a very popular topic among creative people, artists, and those who consume and enjoy content on a regular basis.
MobioINsider, on the other hand, broke into the scene with surprisingly good statistics, probably due to the fact that a lot of its early adopters are those in the show business. And it's a good thing, too, because this social media platform is unique in forming relationships with those that it considers to be big influencers. MobioINsider believes that celebrities are vital to social networks, but unlike Twitter and Facebook where no one earns anything, it aims to monetize content and share revenue with its content creators.
The Big Question
With all the tools available for marketing use today, the big question becomes: How will you further your brand campaign over the next few years?
The challenge and excitement of future engagement with your audience lies in how well you choose the platform with which you will deliver your message.