The world of Social Media has completely changed this year, with the adoption of TikTok, the use of Twitter and the dismantling of Google Plus. With over 212 social sites available today, there are only four that make a major difference, whether that’s organic posts or planned advertisements. Online media is more fragmented than ever and targeting is more detailed and refined. The good news: the eyeballs are there. According to the most recent report from Pew Research, an average social user, split between adults and kids, actively accesses his or her favorite social sites an average of four times a day. Better yet, according to the most recent Global Web Index Report, 65% actively engage with a comment, a post or a share, spending an average 2 hours and 22 minutes a day.
But the real shocker is that the average teen spends up to nine hours a day on social media, with Instagram, Snapchat, Twitter, and TikTok being their preferred sites. Even Boomers are in on the act, with more than half (52%) now usering Facebook, Pinterest, and LinkedIn daily. Social media is not just for grandkids, anymore; it has become a part of everyday life and one of our first go-to sources for information, political activism, social causes, and yes, selfies too.
As marketers, we must remember that media EVOLVES, and that no one medium has yet to replace the other. We live in a promotional world governed by the media demographic of Adults 25-54 and a real-world demographic of Boomers moving into the 70-plus age bracket. Different age groups use media differently to influence their purchase decisions. The key is to know how to use each medium to convey a compelling brand story that integrates between screens and stays relevant to each consumer.
Over one billion people are active on Facebook an average of four times a day, 400 million people are active on Instagram every month and 800 million unique videos are viewed on YouTube every month (nearly one out of every two people on the Internet). In fact, over the past five years (according to Pew Research), there has been close to a tenfold jump in the number of Americans using social media, as it now reaches a staggering 74% of all online adults. To put it into perspective, 246 million people use social media, which doubles the 98.2 million people that watch the biggest sports and commercial event of the year, the Super Bowl.
How has this changed during the pandemic? It takes 90 days to create a habit like checking social media for general information and news stories, social media has even become the first thing looked at in the morning and the last thing at night. The number one reason, stated by active social users, is their need and desire to stay connected to friends, news, and trends. This translates to a powerful marketing tool that allows your brand to leverage the connection between you and your customer.
But first, you must have a plan. Social media requires consistency, authenticity and engagement. It is not a hit-or-miss, one-time random strategy; it requires thought and purpose. You must be prepared to map out your social media calendar and creatively “talk” to your audience in ways that drip your brand story from day to day, month to month, year to year. It connects your brand position to your online web presence. It helps you tell your story in multiple messages, engaging content and visual impact. Think of it as a destination that lures your audience, younger and older, to your digital showroom.
Figuring out how to strategically market in an intergenerational way will help your brand stay relevant to the younger demographic, while remaining vibrant to the older demographic. Social media can help bridge that gap and position your brand in a way that provides immediate two-way interaction that is simply not possible with more traditional marketing. It has become the primary form of communicating that can launch your brand from a stagnant position to a viral movement. It has become the new normal.
At The Point Group, we understand how to build a social media strategy, find your audience and close the loop with an engaging online dialog. Let us help you get on your social game.