Friday, 18 October 2013

Social Media profiling and the Ad targeting that's needed. One size doesn't fit all.




Business Insider has produced a really interesting report as part of their BI Intelligence work about the general profile of Social Media sites.

It's not exactly shocking but, it allows us to consider the different profiles of each site rather than consider them all, just as "Social Media". As Social Media develops, it's clearly going to become more niche.

More sites targeting specific interests rather than how it all started as "catch all" sites. They each have a different audience with different beliefs that we need to understand better.

This should be of real interest to brands and advertising.

Here is the broad analysis extract from the Business Insider website;

*Facebook still skews young, but the 45- to 54-year-old age bracket has seen 45% growth since year-end 2012. Among U.S. Internet users, 73% with incomes above $75,000 are on Facebook (compared to 17% who are on Twitter). Eight-six percent of Facebook's users are outside the U.S.
  • Instagram: Sixty-eight percent of Instagram's users are women.
  • Twitter has a surprisingly young user population for a large social network — 27% of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in their thirties and forties. 
  • LinkedIn is international and skews toward male users. 
  • Google+ is the most male-oriented of the major social networks. It's 70% male.
  • Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S. Pinterest users are women.
  • Tumblr is strong with teens and young adults interested in self-expression, but only 8% of U.S. Internet users with incomes above $75,000 use Tumblr.
  • Read more: http://www.businessinsider.com/a-primer-on-social-media-demographics-2013-9#ixzz2i5OZE81m

    The Facebook profile data (young but broadening) comes as no surprise.

    Instagram users are 68% women is a surprise because it basically started as a photographic nerd site that has developed into general photo sharing. Why that should be more women users, seems to reflect that women like to share their pics more (aka Facebook). So perhaps that's just a trend or reflects the scourge of selfies. 

    Twitter is younger largely, because younger people are early adopters and they are the SMS generation but again, it's broadening. More older people and business see the benefits of tweeting. 

    LinkedIn being more international and male, reflects their business ethos and positioning as a place to connect businesspeople. So that's fairly obvious.

    Google+ being more male is unfathomable. Google+ I mean is unfathomable. It has members who don't know they are (like me) and a manner of connecting up your Social Media that no one understands but that seems to screw up everything else. So really, anything to do with Google Circles is beyond me.

    Pinterest users are female and that is no surprise either (84%) as the site has been dominated by Fashion, Cooking and more female activities. But being dominated by tablets usage, is. So perhaps more women are using Tablets like Ipads and traditionally better at keeping, taking and sharing pics than blokes?

    Tumblr is micro blogging, so perhaps teens and younger adults are more prepared to show and share their feelings to the world and perhaps they have more time to do so. Although my experience of blogging, is that it's an older profession. But Tumblr as a brand, is very cool in the blogosphere so that too could be the attraction.

    What of course that means, and excuse me for stating the obvious, but different Social Media networks reach out to different demographics for different reasons. Hardly earth shattering but often not understood. And it's more crucial than it sounds.


    Ad Campaigns tend for example, to be one creative treatment pushed out everywhere. Where in fact, it would be far more effective to have different, more relevant copy, for each platform. 

    The Ad on Pinterest for example, should talk more to women and possibly featuring high end visuals. Whereas the Ad on LinkedIn should have a business slant.

    But we don't do that. We use Ad networks to push it all out uniformly because we see it as all being "impressions" or as all being just Ads for the "samey Social Media" when it's not. Or shouldn't be.

    Like traditional Media, different newspapers reach different audiences. Online is no different. When Streamabout do video for example, it may be that a video needs a different edit or a different take, depending on what site it's being shown on. Rather than the same video for everyone. The same thing applies here.

    And it's a sign that Digital Advertising and Marketing, is maturing when we start to see coarse data like this. Because we're moving from trying to keep up with what's out there, to understanding what they do.

    Exactly as traditional media started.

    So we just need to understand it all better to do it better as the fog of an all-embracing Social Media lifts.