The Surprising and Not-So Surprising Demographics of Social Networks

social mediaSome things in life just go better together – for instance, peanut butter and jelly, milk and cookies, Barbie and Ken, Batman and Robin. The same could be said about content marketing and social media. Social media has become an integral part of businesses’ content marketing strategies, helping to amplify customer engagement, boost lead generation and spread brand awareness.

B2B marketers are using a number of social media platforms to distribute content more frequently than they did last year, according to Content Marketing Institute’s “B2B Content Marketing 2014 Benchmarks, Budgets and Trends –North America” study. In fact, marketers are now using an average of six social platforms, compared to just five last year.

However, not every social media platform is the same. Each has its own identity cultivated by its unique demographic of users. While some platforms are mostly preferred by men, others are dominated by young women or high income users.

For content marketers, it’s important to know which social media platforms your target audience frequents the most, as this will help you craft the social media aspect of your content marketing strategy. After all, you wouldn’t promote a new men’s deodorant on Pinterest, would you?

In a new report, BI Intelligence broke down the demographics of each major social media platform to help brands decide where to put their targeted marketing and messaging efforts. Some statistics were quite surprising, while others were quite typical. Let’s take a look.

  • Facebook: The 45-to 54-year old age bracket has experienced a 45 percent growth since year-end 2012; 73 percent of U.S. Internet users on Facebook have incomes above $75,000; and 86 percent of Facebook’s users are outside the U.S.
  • Instagram: Sixty-eight percent of Instagram users are women.
  • Twitter: Twenty-seven percent of 18-to 29-year olds in the U.S. use Twitter, compared to a mere 16 percent of people in their 30s to 40s. This statistics is somewhat surprising considering how large the social network actually is.
  • LinkedIn: Has a strong international user base and is mostly dominated by male users.
  • Pinterest: According to data from Nielsen, 84 percent of U.S. Pinterest users are women, and the site is mostly dominated by tablet users. This statistic comes as no surprise, seeing how Pinterest is inherently geared toward women.
  • Tumblr: Mostly frequented by young adults and teens, only 8 percent of U.S. Internet users with an income above $75,000 use the platform.
  • Google+: dominated by male users, coming in at 70 percent.

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