Segmentation strategy is simpler than it sounds. It’s about breaking up groups of consumers into people that would most likely represent your audience, across a variety of channels. The best marketers never sleep when it comes to knowing every intricacy of their digital people—and it’s getting harder. In fact, in 2017 the number of social media users reached 2.34 billion and by 2020, that number will soar to 2.95 billion.
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Therefore, it is critical you know your audience and where they congregate. That being said, is there any way to have some small hint about where to start? Obviously, these social platforms all collect metrics of their own, so thankfully, it’s easy to have an idea. Here are some key demographics for some of the most popular social media networks:
There are over 1.5 billion daily active users on Facebook and it is the market leader for social media sites. If you have a business page on Facebook, your brand is undoubtedly being seen, but by who?
Age Group
- 88% of ages 18–29
- 84% of ages 30–49
- 72% of ages 50–64
- 62% of ages 65+
Gender
- 83% women
- 75% men
Location
- 81% urban
- 77% suburban
- 81% rural
Income
- 84% make less than $30,000
- 80% make between $30,000–$49,999
- 75% make over $75,000
- 77% make between $50,000–$74,999
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There are hundreds of different demographics you can collect for Facebook, it simply depends on your industry and approach.
This platform is all about the professionals and people go to LinkedIn to network and do business. There are currently more than 562 million registered members, in more than 200 countries worldwide, with 133 million located in the United States. These demographics can shed some additional insight on just who you’re dealing with on LinkedIn:
Age Group
- 34% of ages 18–29
- 33% of ages 30–49
- 24% of ages 50–64
- 20% of ages 65+
Gender
- 27% women
- 31% men
Location
- 34% urban
- 30% suburban
- 18% rural
Income
- 21% make less than $30,000
- 13% make between $30,000–$49,999
- 32% make over $75,000
- 45% make between $50,000–$74,999
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LinkedIn is an important platform for social media marketing because it allows you to drive focused marketing to key decision makers. Understanding who you’re talking to before you get there is a good way to jump ahead of the game.
The lifeblood of social engagement, you probably won’t see your largest ROI here, but you’ll make your biggest brand advocates on Twitter—which we all know leads to the largest cash out of all.
There are approximately 330 million active monthly users on Twitter and the platform supports over 40 languages. Here are some of the common demographics for the audiences you will find on Twitter:
Age Group
- 36% of ages 18–29
- 23% of ages 30–49
- 21% of ages 50–64
- 10% of ages 65+
Gender
- 25% women
- 24% men
Location
- 26% urban
- 24% suburban
- 24% rural
Income
- 23% make less than $30,000
- 18% make between $30,000–$49,999
- 28% make over $75,000
- 30% make between $50,000–$74,999
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Twitter is about micro-blogging. What a lot of companies don’t realize is that users also respond highly to links and engage with media on the platform. So, you can often use Twitter as a catalyst for conversions like no other social media network.
Overall, its imperative that you do your own audience research to come to a final decision on where to focus your strongest marketing efforts. Knowing these stats is a good start, but there are hundreds of platforms out there, so it takes time to gauge where your people are at.
Active social monitoring and listening can help you pinpoint where users are talking about your brand. After that, it’s up to you to study hard and make the right moves. As long as your decisions are backed by information and efforts, you should see your campaigns consistently succeed.