Researching Your Social Media Audience

7 Steps to Improving Your Social Media Marketing Plan in 2018 (Part 2/7)

Did you know that 79% of adults use Facebook? But are your customers consistently engaging with your brand on Facebook? Understanding your audience is necessary to understand things like who buys your products, what age group is the hardest to sell and what income level do most of your returning customers fall into? As for social media, it’s just as critical to know your audience.

First, your brand should understand the demographics of your most valuable social media channels. Like we mentioned in the last blog, you should have a goal in mind for your social media marketing strategy. This is why it’s essential to research the channels that align the most with your goals.

To help you find the social media channels to focus on, let’s look at the essential demographics data for each major social network:

Facebook’s Most Popular Demographics Include:

Women users (89%)
18-29 year olds (88%)
Urban- and rural-located users (81% each)
Those earning less than $30,000 (84%)
Users with some college experience (82%)

Instagram’s Most Popular Demographics Include:

Women users (38%)
18-29 year olds (59%),
Urban-located users (39%)
Those earning less than $30,000 (38%)
Users with some college experience (37%)

Twitter’s Most Popular Demographics Include:

Women users (25%)
18-29 year olds (36%)
Urban-located users (26%)
Those earning $50,000-$74,999 (28%)
Users with college experience or more (29%)

LinkedIn’s Most Popular Demographics Include:

Men users (31%)
18-29 year olds (34%)
Urban-located users (34%)
Those earning $75,000 or more (45%)
Users with college experience or more (50%)

Snapchat’s Most Popular Demographics Include:

Men users (24%)
18-29 year olds (56%)
Those earning less than $50,000 (27%)
Users with some college experience (27%)

Identifying Customer Demographics

The demographics data above gives you insight into each channel, but what about the demographics for your own customers? Further analysis must be completed before you can truly know your customer demographics on social media.

Many brands use a social media dashboard that can provide an overview of who’s following you and how they interact with you on each channel. Most brands today are using at least some sort of dashboard. Is your brand using a dashboard to address your specific goals?

Whether you’re an agency providing insights for your clients or an enterprise company discovering your own demographics, an all-in-one dashboard solution is critical.

Some of the Following Online Social Media Dashboards May Help: