When it comes to social media platforms many of us draw assumptions about their use and audience, which could affect how we approach digital advertising marketing campaigns.
For example, many have suggested that Twitter is a dying platform, and while it is true that in the past the number of overall monthly active users has declined, the reality is that for those over the age of 35 in the UK it is still the third or second most popular social media platform in use.
The latest Ofcom Media Use and Attitudes research shows that for those aged 35 – 54 this platform is the third most used site, after Facebook and Instagram. However, for those over the age of 54, it is their second most popular platform.
What’s more, if we look at income, as delineated by A (Upper Middle Class), B (Middle Class) and C1 (Lower Middle Class) demographics, Twitter is the third most popular platform behind Instagram and Facebook.
Therefore, can we really say that Twitter is a dying platform or are we basing our preconceptions on unfair and unhelpful assumptions?
Perceptions guided by age
The perceptions we draw around platforms are often formed by the most active users.
The Ofcom study showed that the biggest users of social media and online communication platforms were younger adults, in particular, those aged 16-24.
On average this age group use 8.7 different online communication platforms, and they were more likely than average to use many of these sites or apps regularly.
They, therefore, represent a larger and more active user base on these platforms and they are often looked at as the trendsetters, by which many marketers set their targets.
That is why there is a growing focus on newer platforms, such as Instagram and TikTok, within newer digital marketing campaigns for many brands, as these are more popular amongst this age group.
After all, you want the widest reach from your campaign so that it gains more impressions, right?
On Target
If we look at professional service firms, such as accountants, solicitors and financial advisers, who is their primary audience?
This is the key question that must be answered before deciding which platforms to invest more time, effort and resources.
For most firms, it is the decision-makers and wealth generators. In a typical household or business, it is far more likely that these individuals will have particular characteristics, particularly when it comes to age, professional standing and socio-economic classification.
Establishing the demographics you intend to target will be key to the success of any paid-for or organic digital marketing campaign you run.
These factors do not and, if at all possible, should not be based purely on assumptions.
For example, if we were to ask many professional services firm leaders the average age of a business owner in the UK, many will suggest ages upward of 45+.
We know this to be the case as we have asked this of many of our clients and had a similar response.
However, this is not backed up by the most recent data, which suggests the average age of a small business owner in the UK is 33 and for all businesses, both large and small, it is 40.
In many cases, the data shows that they will be from the A, B, or C1 socio-economic demographic based on their higher income.
When putting together a campaign then, we should not assume that Twitter is not a worthwhile platform, as has been suggested in the past, but instead include it within a strategy as it is the third most popular site for this group.
Clearly, forming assumptions can negatively impact your marketing strategy, which is why it is important to conduct research and be inquisitive.
The report also shows the importance of reviewing and evolving your approach to social media. Today’s young adults will be tomorrow’s leaders and entrepreneurs.
Is your social media established and effective enough to deal with the move to other platforms and the preference for new forms of media, such as videos, audio and animations?
Here to help
We like to think we have our finger on the pulse of social media and can help professional service firms create and deliver astounding campaigns that reach their core target audience.
If you want to create content and campaigns based on reality, rather than outdated assumptions, why not find out how we can help you?
Contact us today to benefit from our innovative and forward-thinking digital marketing approach.
