Knowing Your Social Media Audience

network preferences by generation chart

Sprout Social recently surveyed 1,000 Millennials (people aged 18-34), Generation X’ers (people aged 34-54) and Baby Boomers (everyone over 55) to see how they engaged with brands on social media. It’s no surprise to learn that Facebook dominates in terms of usage across generations, but it may concern some to know that focusing all your social media marketing strictly through Facebook ignores the Millennial’s preference for other platforms — namely, Instagram, YouTube, and Snapchat.

While social media users in their thirties and up far and away prefer Facebook, Millennials seem to split their time evenly between the three biggest platforms right now (Facebook, Instagram, and Snapchat.) This is important because the same survey found that almost half of everyone aged 18-34 not only follows, but has loyalty to brands on social media. They’re also twice as likely to interact with these brands versus anyone over the age of 55.

If you’re interested in marketing towards this age group, you’re going to have to venture outside of Facebook. For those of you already keeping a company Instagram to push promotions and sales, keep up the hard work. And consider something else the Sprout survey discovered: Generation X’ers are more likely to purchase something from you because they follow you on social media, more than any other age group.

It’s also fairly easy to keep them happy and following, as well: Don’t be spammy, annoying, or offensive, and seven out of every ten Gen X’ers will choose your brand first.

For the complete survey results, click here.




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