In our virtual marketplace, gaining attention and connecting are crucial components of competition. Your business needs a good social media presence.
Too many businesses are missing out by either not having a social media presence, or by using poorly targeted social media ads.
Many businesspeople are familiar with the staggering statistics found when tracking Aussie use of social media. Just as a memory refresher, here are a few figures that may make you rethink your company’s social media strategy or create one if you have no social media plan.
How Many Australians Use Some Kind of Social Media?
Estimates say between 60-80% of Aussies have at least one social media account.
What Sites Make Up the Top Five Social Media Platforms in Australia?
- Surveys show us that upwards of 60% (15 million) Australians use the social media platform Facebook. Typical Facebook users spend between 10-12.8 hours every week on Facebook, and at least half of these users check their Facebook account daily.
- YouTube users are equal to Facebook’s with 15 million users. More than half of these (65%) are under 30 years old.
- Instagram holds the attention of nine-million Aussies, who spend close to 12 hours a week using the platform.
- Media messing service WhatsApp gained two-million users each of the past two years. The platform trails only Facebook’s Messenger with seven-million monthly active WhatsApp users.
- Rounding out the top five social media platforms in Australia is Snapchat. The fastest growing app in the nation, Snapchat is favoured by the 18-29-year-old demographic. There are nearly six and a half-million monthly Snapchat users. Of those users, 70% log onto the app on a daily basis.
It is worth noting that Twitter, LinkedIn, Tumblr, and Tinder all have monthly users numbering between three and four million people.
When looking at these statistics, it is tempting to believe that you can slap a few ads on a site or two and see results. However, doing so would be almost as big of a waste of your time and resources as attaching business cards to balloons and releasing them in town. Some people will see them. If you are very lucky, you may get a response from one or two people. Remember, this is your livelihood we are examining. Do you intend on leaving that to luck?
How Do I Know What Social Media Sites Fit My Business Best?
There are a few keys to getting the right fit between your business, your target customers, and social media platforms.
- Have a Clear Picture of Your Product or Service – Before writing this off as obvious, quickly name five advantages your product can offer customers. NOT attributes such as what it looks like or how fast it works, but qualities that are intrinsic to your items that bring value to or solve problems for your customers. Take the time to look at things from the perspective of problem-solving or adding something your customers will value. Doing so will give you a better understanding of your assets that are the most marketable.
- Identify Your Key Customer Base – Also known as targeting your customers, defining who you see as the best-suited consumers for your product is a crucial step to success. Volumes exist to highlight the necessity of this step, as well as steps you can take to determine your target customers. This is especially important when working with social media advertising and brand presence. While there are many social media sites, each one tends to have a particular demographic that gravitates towards it. An Instagram post about your company’s great insurance rates will not impress the typical user because it lacks a visual element. However, if you design custom wallpaper, Instagram will let you display your work and attract customers.
- Understand the Characteristics of the Social Media Sites – Knowing which social media platform is best for your business involves a fundamental grasp of the sites and the traffic they attract. Fortunately, a great number of demographic data exists for the top social media platforms. This makes matching your products or services with those likely to become customers easier and profitable.
Social Media Sites and the Users Who Frequent Them
- Facebook – The most used social media site is popular with several age groups. The bulk of Facebook users are between 35-65. However, the 25-34 and the 65 and up age groups are well represented. The platform is effective for visual and written content, and businesses can effectively engage with customers on Facebook.
- Twitter – The site has a large global following but is slightly less popular in Australia than in other nations. Typical Twitter users are under 50 years old, with the majority of users in the 18-30-year-old age range. Above age 65, Twitter use drops off substantially. Twitter is the site where content frequently goes viral because it is public and easily accessible. It is excellent for visual content because of the limit on the number of characters used to write posts. Businesses find Twitter useful for customer service-oriented connections.
- YouTube – The video site is a treasure trove for businesses who will invest their resources in making professional quality videos. YouTube offers a massive market of consumers under 30, but its popularity will rise as more people would rather watch passive content as opposed to interactive. Clearly, YouTube is ideal for showing off what your business does and how it can help viewers.
- Instagram – For those with products to display, Instagram is an ideal site. While the platform is most popular with the younger age demographic, Instagram easily grabs the attention of all age groups. Adding links for shopping is easy with Instagram; turning viewers into paying customers. The platform is not the best choice for products or services with limited visual appeal. Additionally, if you are interested in engaging customers, there are better choices that are well suited to chat.
- Snapchat – If your product or service will appeal to teens and younger adults, you will find them on Snapchat. Another visually appealing site, Snapchat is great for businesses offering eye-catching images. Text-based businesses are not best served on Snapchat.
- LinkedIn – The site began as a professional networking page, but it is ideal for connecting with target demographics looking for specific goods and services. Young adults just breaking into professional careers frequent LinkedIn as do those with business and professional backgrounds above age 65. The lion’s share of the LinkedIn demo is the 34-64-year-old group. If you engage in B2B, you should find great opportunities on LinkedIn as 50% of those making business to business purchases turn to their LinkedIn network for buying advice and recommendations.
As you can see, it is in your best interest to learn as much as you can about social media platforms, and the niche markets that various sites attract. This may seem daunting, but it is well worth the time and effort to achieve the best return on your advertising money.
Additionally, fine-tuning your understanding of your product or services’ advantages and discovering all you can about your main customer base will help you focus your advertising across the board, not just on social media sites.