Q: “What do you think is the best platform to market to under 35’s on?”
While defining the “best” social media platform depends on the goals of your business and the products/services you offer, Facebook is undeniably the biggest social network on the web, both in terms of name recognition and total number of users.
With nearly 1.8 billion active users, a study in 2016 by eMarketer found that more than 95 percent of social media managers say Facebook offers the best return on investment.
Looking more closely at demographics, this study from comScore shows that in 2015, Facebook also had by far the best engagement in terms of time spent for 18–34 year olds:
A more recent study that looked at engagement, regardless of age, showed similar findings:
This chart sourced from the GlobalWebIndex shows that all of the popular platforms now have the ability to reach all age groups, but it does highlight that Instagram & Tumblr were particularly popular with younger users at the end of 2014.
A platform that’s boomed in popularity since many of these studies were performed is Snapchat: 86% of Snapchat users in the U.S. in February 2016 were under the age of 35 and and according to Forbes “with more than 100 million users consuming 30 minutes of content every day, it’s a goldmine for businesses targeting millennials.”
My advice would be to:
- Look more closely at the products and services you offer.
- Create buyer personas that represent your target market.
- Select a platform based on where your buyers are likely to spend time and talk about your product, rather than aiming your marketing efforts at what is a very diverse age group.
That being said, if you use a combination of Facebook, Snapchat, Instagram and Tumblr, you’re likely to grab a LOT of young eyeballs!
One of the most recent and in-depth studies on social media demographics: http://www.pewinternet.org/2016/11/11/social-media-update-2016/
Hubspot have put together a guide on creating buyer personas: https://blog.hubspot.com/blog/tabid/6307/bid/33491/everything-marketers-need-to-research-create-detailed-buyer-personas-template.aspx
Campaign’s thoughts on tumblr: http://www.campaignlive.co.uk/article/tumblrs-down-not/1384302
Forbes February 2017 article on social media popularity: https://www.forbes.com/sites/jiawertz/2017/02/18/which-social-media-platforms-are-right-for-your-business/#7f6e24a12a2f