Since Facebook introduced Business Pages in 2008, the world of Social Media has completely changed. With over 90 popular social sites available today, online media is more fragmented than ever and targeting is a great deal more challenging. The good news: the eyeballs are there. According to the most recent report from Pew Research, an average social user (many of whom are adults) actively accesses his or her favorite social sites an average of four times a day. Better yet, according to the January 2016 Global Web Index Report, 65% actively engage with a comment, a post or a share, spending an average 1 hour and 40 minutes a day.
But the real shocker is that the average teen spends up to nine hours a day on social media, with Instagram, Snapchat and Twitter being their preferred sites. Even Baby Boomers are in on the act, with more than half (52%) now daily users of Facebook, Pinterest and LinkedIn. Social media is not just for grandkids, anymore; it has become a part of everyday life and one of our first go-to sources for information.
As marketers, we have to remember that media EVOLVES, and that no one medium has yet to replace the other. We live in a promotional world governed by the media demographic of Adults 25-54, and a real world demographic of Baby Boomers moving into the 65-plus age bracket. Different age groups use media differently to influence their purchase decisions. The key is to know how to use each medium to convey a compelling brand story that integrates between screens, and stays relevant to each consumer.
Over one billion people are active on Facebook an average of four times a day, 400 million people are active on Instagram every month and 800 million unique videos are viewed on YouTube every month (nearly one out of every two people on the Internet). In fact, over the past five years (according to Pew Research), there has been close to a tenfold jump in the number of Americans using social media, as it now reaches a staggering 74% of all online adults.
Why has there been a surge in social media popularity, and what does it mean to marketers? The number one reason (98%) stated by active social users is their need and desire to stay connected to friends, news and trends. This translates to a powerful marketing tool that allows your brand to leverage the connection between you and your customer.
But first, you have to have a plan. Social media requires consistency, authenticity and engagement. It is not a hit-or-miss, one-time random strategy; it requires thought and purpose. You have to be prepared to map out your social media calendar and creatively “talk” to your audience in ways that drip your brand story from day to day, month to month, year to year. It connects your brand position to your online web presence. It helps you tell your story in multiple messages, engaging content and visual impact. Think of it as a destination that lures your audience, younger and older, to your digital showroom.
Figuring out how to strategically market in an intergenerational way will help your brand stay relevant to the younger demographic, while remaining vibrant to the older demographic. Social media can help bridge that gap and position your brand in a way that provides immediate two-way interaction that is simply not possible with more traditional marketing. It’s a new form of communicating that can launch your brand from a stagnant position to a viral movement.
At The Point Group, we understand how to build a social media strategy, find your audience and close the loop with an engaging online dialog. Call us for a free consultation to help you get your social game on.