Contrary to popular belief, social media is not exclusively for Millennials. Baby boomers are not only using social media daily, but 84% of boomers report that social media is likely to improve their lives. No matter the demographic your brand is trying to reach, social media is the best tool to make contact.
When considering which social media platforms will work best for your brand, you’ll have to first identify what your target audience is. From a generational standpoint, your audience will likely fall under the following categories: Baby Boomers (born 1944-1964), Gen X (born 1965-1979), Gen Y/Millennials (born 1980-1995) or Gen Z (born 1996 to present).
Once you have a general idea of who you’re marketing to, the next step is to identify which social media platforms your audience is using. According to Sprout Social, “the majority of Americans in different age groups use Facebook. However, it’s important to note that usage among teens have dropped in favor of YouTube, Instagram and Snapchat.”
For Gen Z in particular, we’ve seen a huge increase in downloads and use of TikTok, a short form video platform. If your brand is marketing to a younger audience, then use of this app is a must. When it comes to statistics, a whopping 41% of TikTok users fall between the ages of 16 and 24. In terms of the best time to post on TikTok, it’s important to consider the audience timezone. By creating a Pro Account, you’ll unlock the ability to see your profile’s metrics and insights. This will reveal the posts that received the most engagement, and will also break down the countries and timezones where your content is the most popular.
While Facebook may not be the most popular platform for Gen Z, it still leads the pack for popularity amongst Millennials, Gen X, and Baby Boomers. It’s reported that 79% of people aged 18-29, and 79% of people aged 30-49 use Facebook, with 68% of people aged 50-64 using the platform as well. Specifically, Baby Boomers have reported spending the most time on the Facebook feed. If your brand caters to a more mature audience, Facebook is the best option for your business.
When it comes to timing, posts that debut during the day ranging from 9am to 4pm tend to receive the most engagement. Data has shown that Wednesdays in particular reach the most users on Facebook. Luckily, Facebook’s Business Manager takes a lot of guesswork out of your business’ analytics. With the algorithm constantly changing, it’s nice to have personalized reports that detail when your fans are interacting with your page.
Instagram is a platform that typically attracts a younger audience, but has started to see an increase in older users. It’s a great platform to get more eyes on your brand through the use of hashtags, locations, and the Discover page. Reports show that 72% of people aged 13-17, 67% of people aged 18-29, and 47% of people aged 30-49 use Instagram. Gen Z chose Instagram as the most popular social media platform to follow brands.
When it comes to optimal posting time, content posted from 9am – 11am tends to see the most engagement. This timing works for both B2B businesses as well as B2C businesses.
By taking time to develop your social media strategy and identify your target audience, it helps to take the guesswork out of social media success. While business social media accounts help offer insight to the specific fans of your brand, reaching out and devoting time to the right platform will help streamline the process.