Effective Social Media Marketing Strategy (Step 2)

2. Research Your Social Media Audience


Approximately 79% of adults use Facebook–but are your customers actively engaging with your brand there? Understanding your audience is necessary to learn things like who buys your products, what age group is the toughest to sell and what income level makes up the most of your returning customers? As for social media, it’s just as critical to know your audience.


First, your brand should look into the demographics of your most valuable social channels. Like we mentioned before, you should have a goal in mind for your social media marketing strategy. This is why you need to research the channels that correlate the most with your goals.


To help you find your focus channels: let’s take a quick look at the essential demographics data for each major network:


Facebook’s most popular demographics include:

  • Women users (89%)
  • 18-29 year olds (88%)
  • Urban- and rural-located users (81% each)
  • Those earning less than $30,000 (84%)
  • Users with some college experience (82%)


Instagram’s most popular demographics include:

  • Women users (38%)
  • 18-29 year olds (59%),
  • Urban-located users (39%)
  • Those earning less than $30,000 (38%)
  • Users with some college experience (37%)


Twitter’s most popular demographics include:

  • Women users (25%)
  • 18-29 year olds (36%)
  • Urban-located users (26%)
  • Those earning $50,000-$74,999 (28%)
  • Users with college experience or more (29%)


LinkedIn’s most popular demographics include:

  • Men users (31%)
  • 18-29 year olds (34%)
  • Urban-located users (34%)
  • Those earning $75,000 or more (45%)
  • Users with college experience or more (50%)


Snapchat and other auto-delete app’s most popular demographics include:

  • Men users (24%)
  • 18-29 year olds (56%)
  • Those earning less than $50,000 (27%)
  • Users with some college experience (27%)


Step 3 out of 7 Coming Soon!

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