Young people are a key audience when it comes to social media. People in their 20s now are the first generation to have spent their teenage years actively using social media. Smart marketers know social media is one of the most effective ways to attract the younger generation. Technological innovations, smartphones and tablet PCs have made social media even more available than any time before for the younger generation.
As per a recent study from the Pew Internet & American Life Project, 94% of American teens are having a Facebook account, but they’re using it less. They still share photos and use Facebook messaging but they participate in a more diverse range of social platforms. Each social media site has its own specialized features, tailored to suit the requirements of users. Young people now use Twitter more publicly than they use Facebook.
Apart from Facebook, other social media platforms that the younger generation seems fond of include:
- Tumblr and Pheed for microblogging
- Path for private messaging which limits friendsâ€™ list to 150
- Pinterest, Instagram and Snapchat, with image sharing features
- Kik and WhatsApp for messaging services in the U.S
As per the Pew 2012 Study of Social Media Users by Age Group, 67% of online adults use social networking sites.
The report also reveals that women have been using social networking sites much more than men since 2009. In December 2012, 71% of women were users of social networking sites, compared to 62% of men. Other major insights of this report are:
- 15% of online adults say they use Pinterest
- 13% of online adults say they use Instagram
- 6% of online adults say they use Tumblr
- 67% of online adults say they use Facebook
- 16% of online adults say they use Twitter
Target marketing is an important strategy that marketers of any business should focus on via social media. The young age group deserves attention for the main reason that they are highly active in social networking and are more likely to follow a brand and shop online. This teenage group is also wielding more purchasing power than the other age groups. There are reports stating that 21% of social media users are under the age of 24.
Among Smartphone owners, young adults are more likely than older adults to use both location-based information services and geo-social â€ścheck-inâ€ť services. Young people, concerned about their medications and physical enhancement, may look up for information on different approaches to treatment and the best healthcare coverage options, while those interested in traveling may look for the best travel packages.
Marketers can follow certain social media optimization tips to engage their targeted young audience such as communicating with their teen fans, giving users ways to share what they had created such as interesting visuals and content. Establishing a stable presence on social media sites can help corporations attract new generation consumers.