- 88% of people aged between 18 and 29
- 84% of people aged between 30 and 49
- 72% of people aged between 50 and 64
- 62% of people aged 65 and more
The point is, different social media appeal to and are used by different audiences to varying degrees.
It is important to know your market well enough to understand not just which media platforms they use most often but also:
- When they use it
- How they use it
Different audiences used different platforms to varying levels and different times of the day. Some audiences use media like I use Facebook – to post but not read – and it is important to know how your audience uses each platform. Some audiences use LINKED IN to read interesting content while others use it for recruitment and/or sales purposes. It is ideal to target media where your audience actually consumes the content.
It is also important to understand the messages that consumers will notice, engage with, respond to and even share. What types of content will your primary target audience notice, engage with and ultimately share? Few organisations I have worked with can answer this question, any more than they can answer the questions – ‘what will your customers talk to their friends about?’ ‘What ideas and thoughts will your potential customers communicate with their friends and workmates?’
These are critical questions. Some of the answers are addressed in the series of missives that follow.
RECOMMENDATION – Before preparing a strategy to ‘go viral’ understand the audiences you are targeting, the platforms they use, and the content or messages they will share.
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