Instagram has preference over younger users compared to others like Facebook that have more adults, Which social network should we direct our strategies to?
The social networks have become indispensable tools for humanity, either with personal reasons where you are looking, you can communicate with your close circles of friends (and not so close), as a source of information, a means by which to follow your favorite artists and icons of the moment, as well as a strategic channel to carry out our marketing and sales strategies.
These, despite being found for some decades now, have continued to show an increase in users around the world, a figure that even the covid pandemic helped to increase. The study of Digital 2021 Global Overview Report, shows that during the pandemic, Internet users would have grown by 7.3 percent, with the result that approximately the 53 percent of the world’s population will already be present on social networks, that is, 490 million users more than in 2020.
Between these, Statista shows that among the social networks with the highest level of preference over Mexican users is Facebook with 97 percent of users, WhatsApp with 95 percent, Instagram with 73 percent, YouTube with 67 percent, Twitter with 57 percent and LinkedIn with 53 percent, among many others.
Among these, the study by Hootsuite and We Are Social show that there is an average stay time worldwide of two hours and 25 minutes a day, however, this figure may change depending on the country of origin (in Mexico it is estimated that the average around 3 hours and 27 minutes).
However, each of these has different audiences, since they are used for different purposes and in the same way different content is usually uploaded, in addition to having other forms of navigation.
In accordance with Business and Strategy, each social network has different targetsTherefore, if we choose to carry out our marketing strategies in these, we will not have the same effectiveness in all of them, since some have a higher level of adults and others have younger people. In the same way, they comment on some of the businesses that have the greatest probability of success in each network:
Facebook – Those businesses that are in charge of selling directly to an end customer, not to companies. Similarly, businesses or projects related to leisure or free time tend to be successful; for example travel agencies, outdoor activities, gyms, restaurants, etc.
Instagram – In the same way, this social network is effective against businesses that sell to an end customer and not to companies, in addition to those that are related to the health, beauty, fashion, food, wellness and sport sectors, usually have more success over others.
LinkedIn – This social network is used mostly by adults belonging to the world of work and the businesses that show the greatest effectiveness are those whose purpose is to sell to other companies. Brands related to topics such as marketing, technology, science, banking, and textile clusters tend to have a higher chance of success.
Twitter – Businesses on this platform can be successful if they focus on the end customer and other companies, making it a good option to do business mainly in the news, sports, political, telecommunications and technology world.
Youtube – This is usually a platform widely used by different types of public, depending on the content that is uploaded, so it is a good idea to invest our energy in betting on generating audiovisual content, despite the fact that it could represent higher expenses.
Each type of audience has its favorite social networkTherefore, not all types of strategies will work in any of the aforementioned networks, since some have a more “youthful” number of users, while others have more adults.