It takes a lot of empathy and knowledge of how various age-groups use the internet to effectively advertise to diverse groups. You must understand how various age-groups utilize digital spaces. How they interact with it?
We will look at how one critical pillar of the digital world – social media – appears to people of all ages. We’ll try to explain how people of all ages use social media and how you can use that knowledge to your advantage.
Over the age of 65
With the over 65s age group, as it is noticed, some social media marketers still have a sad attitude to undervalue older users.
Some marketers’ blunder is explained by the fact that over-65s’ social media account ownership is constantly declining. It’s easy to overlook the relevance and effect of this generation if you’re a few years behind.
While younger generations are more likely to use multiple social media platforms, such as Instagram and Snapchat, most older generations rely solely on Facebook. This means that marketing to an older age-group should focus on Facebook for the foreseeable future. This may change in a few years as more people over 65 join other platforms such as LinkedIn.
In contrast to the younger users, who are more engaged in identity-forming activities like uploading selfies, senior Facebook users have shown a tendency to use the platform primarily to engage and participate in conversations. Health and community are important concerns for older social users.
50-64 years old
Who would have guessed that by 2018, the majority of people aged 50 to 64 will have a social media profile? As of now, most of persons in this age-group have a Facebook page, with substantial minorities also having accounts on LinkedIn and Instagram.
A substantial concentration of high-ranking professionals who utilize the business-oriented social network LinkedIn may be found among this group.
LinkedIn’s rise to prominence as the single most significant platform for social selling has been aided by the support of corporate decision-makers.
30-49 years old
The most striking aspect of thirty- and forty-somethings’ use of social media is that they are the most likely to obtain their news from social media.
On the one hand, this provides an opportunity for marketers, but on the other, it poses a difficulty. The catch is that most of us will have to prioritize quality over quantity if our work is to reflect the high-quality journalism that many adults are looking for on social media as well as in print.
As they use LinkedIn, Twitter, and Facebook for news, these age-group’s expectations of social media have shifted. The ability of social media users to break news faster than journalists has recently become a hot topic, changing the way journalists gather and report news. We’re not just talking about news sources here; we’re talking about social media platforms as curators, distributors, and publishers.
The rate of change in social media – its forms, platforms, and purposes – is expanding at an exponential rate, similar to other elements of digital. One of the effects of this trend is that the rate of behavioral change among new online users is growing. As a result, towards the lower end of the spectrum, we observe considerably more fluctuation within generational age groups.
We can plainly detect the rise of two important tendencies among younger millennials. To begin with, people aged 18-24 have a far higher inclination than their older colleagues to use image-based social media. More than half of those aged 18-24 use Instagram, compared to those aged 25-29. The difference in Snapchat usage is even more evident, with the younger group outnumbering the older group by great numbers.
This isn’t to suggest that Facebook and Twitter are going away; in fact, these relative antiques have a greater adoption among younger millennials. We note then that younger millennials are more likely to utilize social media and are more likely to use several platforms.
This goes to say, and arguably, that Snapchat and Instagram should be included in your social media plan, particularly if your target demographic is in the late millennial age bracket. There are numerous alternatives available to you in this regard. You could:
• Engage junior staff who are enthusiastic users of the proper social media, and Instagram and Snapchat specialists to deliver or support your task. • Include Instagram and Snapchat in your existing team’s training. People with well-established and well-followed Instagram profiles may be particularly good candidates.
• Install the applications on your phone and start using them right away. If you’re going to connect with consumers through a particular channel, you should have a good concept of what they’re going to encounter. There’s no better way to get that understanding than to utilize it yourself. What better reason to rile up your kids/nephews/nieces/etc., even if you’re a generation or two away from the typical Snapchatter?
Younger millennials use a wider range of social media. Keeping track of channel-by-channel interactions is tough when marketing to a multi-channel audience, especially when promoting automatically.
The best solution is to create a single customer view (SCV) that consolidates data from all marketing channels into one analytics dashboard. This can let you uncover patterns and cross-channel interactions, and finally offer strategically faultless multichannel marketing.
In addition, marketers should consider the influence of “dark social” – unmonitored social media interactions such as instant messaging via apps like Facebook Messenger and WhatsApp.
Dark social is troublesome because determining the value of dark social interaction is considerably more difficult than determining the conversion rate of a marketing email, for example. In this way, dark social resembles harder-to-measure marketing tactics such as television commercials and billboard ads.
Some good ideas for assessing the value and amount of dark social traffic have emerged, based on more holistic measuring approaches. Add tags to your landing page URLs, check for a correlation between effective social campaigns and direct traffic spikes. Remember that dark social plays a role in your social marketing success.
Understanding how teens use social media is critical not just for optimizing short-term marketing initiatives, but also for better adapting long-term plans.
Teenagers nowadays are following millennials, who increasingly use image-based social networking sites like Snapchat and Instagram. Smart Photography Companies are working on enhancing AI picture recognition technology. Social ad targeting based on photos uploaded is already a reality.
Another noteworthy trend among adolescent internet users is a high level of interest in video material. Generation Z social users watch internet video for hours- on each day.
The widespread usage of video by today’s adolescents highlights the necessity for marketers to expand their video production capabilities. Marketing managers must now decide to swiftly increase capacity by hiring experienced video professionals. They should also gradually increase capacity by upskilling current staff, such as graphic designers in video editing or copywriters in script writing.
Generation Z, like the Millennials before them, is strongly drawn to image-based social media sites like Instagram and Snapchat. We recommend going back to the previous section for tips on how to improve your Snapchat/Instagram skills.
With this information, you can proactively engage with different age groups to create lifetime value.