Survey: Social Media Marketers May Want to Focus on Facebook to Reach Wider Group of Customers

Social media marketers know that social networks, such as Facebook, can be indispensable in terms of reaching target audiences. However, new research suggests that certain social networks may be more suitable for resonating with some prospects over others.

The Pew Research Center recently released the results of a survey designed to gauge which Americans are turning to sites, such as LinkedIn and Pinterest, over others. The statistics showed that Facebook is far-and-wide still the most widely used social media site, with 69 percent of U.S. adults saying they use the platform.

social media marketing

However, Snapchat and Instagram are gaining ground among younger groups of Americans, compared to Facebook. Instagram is used by 67 percent of 18-to-29-year-olds, while Snapchat is utilized by 62 percent of Americans in this demographic.

In comparison, Facebook use is relatively common across a range of age groups, with 68 percent of those ages 50 to 64 and nearly half of those 65 and older saying they use the platform.

Resonating with Younger Customers through Social Media Marketing

Marketers who are trying to reach out to a younger demographic may have better luck by turning to social media, according to previous research.

TELUS International published an infographic based on a survey of 2,038 millennials in the U.S. Forty-three percent claimed that if a brand they purchase from does not have a social media page to provide feedback on, they are more likely to consider making a purchase from a company that does.

Almost one-in-five millennials prefer to leave positive feedback for a company that they have purchased from on the company’s social media channels, suggesting that marketers may want to ensure they have a presence on these platforms.

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Rebecca Johnston-Gilbert' — Rebecca Johnston-Gilbert, Marketing, Postman

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