Who Is Your Audience, Anyway?

When figuring out what content to post, there are three basic things that you need to know about your audience. They are: age, gender, and interest. Here’s why those demographics are important for creating content for your audience.

communications consultants providing social media management, content creation, public relations, and media pitching

Age

One of the most influential factors to consider when it comes to creating content for your audience is their age. From Baby Boomers to Gen Z, preferences and communication styles vary greatly and it’s important to be aware of what appeals most to your target age group. Like the saying goes, “one size does not fit all!” 

Just like there is a variety of age groups, there is also a large range of content types. From videos to blogs, and print material to mobile apps, the strategies for talking to each age group are endless. Different social media platforms have drastically different user bases.

So what type of content fits each age group? In general, marketers are able to turn to general generational preferences for content.

CASE IN POINT: That’s not how any of this works!

So what types of content does each age group relate to the most?

  • Baby Boomers
    • Print media
    • Radio
    • Video content (long)
  • Generation X
    • Newsletters (direct mail & email)
    • Blogs
  • Generation Y (Millennials)
    • Social Media
    • Mobile content
    • Blogs
  • Generation Z (iGeneration)
    • Social Media
    • Memes
    • Imagery
    • Videos (short)

Keep in mind that these generational preferences are broad — and not always totally accurate. Age, however, is a great place to start when segmenting audiences and narrowing down how to reach your audience where they are.

Gender

Today, gender-based marketing seems to be dwindling due to shifts in gender roles and traditional gender identification. But being aware of gender in your audience has a great impact on the effectiveness of your marketing efforts. There are very different ways to connect with different genders.

CASE IN POINT: Carl’s Jr. vs Kraft ads — and this wild Jekyll/Hyde situation going on with Hugh Jackman. 

communications consultants providing social media management, content creation, public relations, and media pitching

“Men are from Mars and Women are from Venus” is a saying for a reason: women and men oftentimes respond to content with different emotions. (We doubt any of our fellow ladies enjoyed that sexist Carl’s Jr. ad either.) For this reason, content should be created carefully, with an awareness of the potential for different responses in men and women.

What are some examples of general differences between men and women’s emotional responses?

  • Men
    • Less variety of emotions
    • More likely to view content based on positive emotions
    • More suggestible
  • Women
    • Greater variety of emotions
    • More sentimental
    • More emotionally complex

Keeping gender in mind, while remaining inclusive is ideal and positions your content to have the edge it needs for success.

Interest

At the end of the day, your audience needs to have an interest in what you’re saying! 

With the prominence of today’s digital and social media, we marketers are able to keep tabs on the interests of people and more specifically, our target audiences. People’s social interests can be interpreted and used to create content most relatable.

Case in point: Aerie’s #AerieReal campaign and inclusive modeling strategy

communications consultants providing social media management, content creation, public relations, and media pitching
Photo credit: Metro.UK

Did you know that Facebook can target you based on your income level, interests, job title, and even marital status? As a consumer, that can be pretty terrifying, but as a social media strategist, it’s a key part of the job! 

Interest-based targeting engages audiences through relatability and personalization. For this reason, relevant influencers and celebrity endorsements have revolutionized marketing, especially when appealing to Millennials and Gen Z consumers. 

Another example of interest-based targeting is highlighting brand transparency and using “real” people to market. When customers believe that they are represented in advertising, they’re more likely to buy whatever you’re selling, whether it’s literally or figuratively. 

There are so many ways that interest-based marketing can further narrow down content creation and successfully reach target audiences. Let us help you figure it out! 

Beginners & Basics: Facebook 101

Our Beginners & Basics series is a collection of blogs and tips that are designed to help beginners understand the basics of communications, social media, and marketing. Welcome to Facebook 101.

Facebook is one of the largest social media platforms worldwide. The platform has revolutionized how we network, connect, and interact online. This Facebook 101 will teach you everything you need to know about the world’s most popular social media platform.

What is Facebook?

It’s hard to remember a time before Facebook. While it began as a college-based network in 2004, the company has now grown to dominate social networking.

The platform allows users to post comments, share photos and videos, share links to news or other content, and chat live. Facebook is able to appeal to both individuals and businesses, which is the reason for its rapid success and growth. It is user-friendly, appealing to any and every type of person or business around the world. 

Who uses it?

So why do you need this Facebook 101? Facebook takes the lead as a social media platform reaching over 60% of internet users.

In 2019, Facebook had almost 2.5 billion monthly active users and 1.6 billion users daily. With billions of users monthly and daily, its users consist of a wide variety. Young adults continue to incorporate social media into their everyday routines, with Facebook being a continuous, dominant platform within the demographic.

Why is it helpful for businesses?

With its user-friendly features and prominence in our culture, Facebook is going to share your target audience. Whether your audience is younger or older, male or female, from a different part of the world, Facebook has something for you.

As a business, a Facebook page can be a great place to engage with your customers, share your messages, and build your brand. A business Facebook page is more similar to a website than to a person Facebook account, and will serve as a resource for people who want to learn more about what you do.

A Facebook page will not only increase your business’ online presence, it will also be key to reaching your target audience and connecting them to your purpose. 

Brands that are killing the Facebook game:

  • Samsung: 159M followers
  • Coca-Cola: 106M followers
  • Youtube: 90M followers
  • McDonald’s: 79M followers
  • Netflix: 64M followers

We hope that this Facebook 101 was quick and easy so that you can get the hang of how social media can help your business. If you’re still not sure, or if you feel overwhelmed on where to start, get in touch! That’s what we’re here for.

Dos & Don’ts of Facebook Posts

Some people say there is, but we think there’s no one “right” way to post on Facebook.

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In personal relationships, you have to change your outputs based on the person – you wouldn’t act the same way with your boss as you would with your best friend (we hope)! Just like you know your audience for in-person relationships, it’s important to know your audience for online relationships.

Some posts may be longer because they’re explaining something complex, telling a story, or giving tips. If your followers are engaging with the post and liking it (both literally and on Facebook), that’s a valuable type of post.

Some organizations, businesses, or individuals may have very short posts if they don’t have as much to say. Sharing an article, for example, should only be a sentence or two summarizing the article – not two paragraphs.

It all depends on what your followers like, engage with, and want to hear from you. What works really well for one company may not work for another at all.

So while there are no hard and fast commandments for creating “THE best Facebook post,” there are some ground rules. Read below for tips and tricks on how to make your Facebook posts even better.

WHIP Social Media and marketing

1. DO make sure your grammar and spelling is correct.

It doesn’t matter how compelling your post is – if there’s errors, it distracts readers and makes you look not-so-great. Mistakes happen sometimes, but proofread, proofread, proofread to prevent them at all costs. You want to look polished and professional on your Facebook page at all times.

2. DON’T post things that are totally irrelevant.

A think tank shouldn’t post clips of Jersey Shore, and a fun, young boutique shouldn’t post a New York Times article about global warming. Facebook content should be diverse and non-repetitive, but it should also be relevant to your audience.

3. DO include a picture if you can.

You know what they say: a picture is worth a thousand words. If you can include a compelling image or graphic to go with your post – or even stand alone as a post itself – do! Seeing a relevant photo with your post is generally more likely to draw readers’ eyes than just a big block of text.

4. But DON’T include just any photo.

The key words from the last tip are “compelling” and “relevant.” Don’t include a blurry photo that your 5 year old took – that’s not compelling. Don’t include a photo of a donkey in a post about a unicorn – that’s not relevant. Find a good image that’s high quality from a site like Unsplash that offers free images.

5. DO keep it simple.

You may know a lot about your product/services/politics stance/topic/expertise, but assume those reading your post don’t. Avoid using jargon and explain any phrases or acronyms that outsiders might not understand (KPI, USAID, RBI, LARC, etc). A good rule of thumb (for most places) is to keep content at an 8th grade level. If a 13 year old would be confused, you should probably tone it down a little.

The major takeaway is that you should always be thinking about your audience when crafting Facebook posts. If you don’t know your audience, figure out who they are so you can cater to them! That’s the best way to create meaningful Facebook posts.

5 Basic Stats About Social Media

communications consultants providing social media management, content creation, public relations, and media pitching

There’s a lot of information about social media out there nowadays, and it’s hard to keep track of what’s important and what’s not. Different things matter to different people (ie: what’s important to Coca-Cola is probably not as important to a small bank), but here are some statistics about social media that are relevant to pretty much everyone.

  • Internet users have an average of 7.6 social media accounts. Some of the most popular and recognizable are Facebook, Twitter, Instagram, and LinkedIn, but other sites like Snapchat, Tumblr, Reddit, Pinterest, and Google+ also draw users.
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  • Facebook has the most users of any social media site. By far. Facebook has more than 2 billion users, followed by YouTube with 1.5 billion and Instagram with 800 million. Overall, there are more than 3 billion social media users. That is a heck. of. a. lot. of. people.
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  • According to a 2011 study, 27 million pieces of content are shared every day. This is both good and bad for companies. There is a lot of opportunity for your content to be shared, but there’s also a lot of competition. Content has to be compelling in order for people to share it, so make sure it’s good!
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  • 500 million people visit Twitter each month without logging in. Add that to the 330 million users with accounts, and Twitter can be an incredibly powerful platform. There are 6,000 tweets sent every second — which is more than 500 million per day.
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  • 60% of Snapchat users are under the age of 25 and in 2016, $90 million was spent on Snapchat ads. While Snapchat draws a massive amount of young people, it doesn’t perform nearly as well with older demographics, who are more typically heavy Facebook users.