viral starts with knowing your target

75% of 18 to 24-year-olds and 8% of over 65s

Research suggests that Instagram is a young person’s media. While 75% of people in the US aged 18 – 24 use Instagram, just 8% of people over 65 years use it. In Australia, Instagram is more commonly used by people aged 25 – 34 (33% of all users) and women (57% of all users). For Facebook worldwide, the top line statistics are as follows:
  • 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.
D. John Carlson – +61 (0) 402 273 350 


 – To be published in November 2020 – CLICK HERE 

Members of the D. John Carlson network receive

FREE daily NEWSLETTER with actionable THOUGHTS and TIPS
FREE access to the full catalogue of THOUGHTS and TIPS
FREE WEBINARS addressing contemporary marketing issues
FREE PODCASTS both audio and video focusing on practical marketing
FRESH IDEAS providing practical action to maximise performance
A 20% discount on advisory services
A 20% discount on speaking engagements
A 20% discount on content and writing services



No tags