Small business owners often face two major challenges: limited funding and a lack of manpower.
While widespread internet access has somewhat alleviated the pains that these challenges cause – by enabling just about anyone to run an entire business online – it’s specifically social media networks that have provided many small businesses with a more level playing field against their giant corporate counterparts.
However, where there once existed only a handful of social networks, today’s options (and therefore, opportunities) are endless. So how does a business, with limited time and resources, successfully establish a digital presence within each one?
Every social network caters to a different audience based on interests and demographics – social media is rarely a “one size fits all.” Determining the best social media fit for your business will require some time and research but it will help fine-tune your focus to ultimately achieve things that matter most – time and money.
How do you determine which social media site is best for your business? A great starting point is determining where your target consumers are hanging out based on demographic information. From Twitter to Instagram, here’s a look at the users of major social networks.
With an average of 1.28 billion daily active users as of March 2017, Facebook undoubtedly leads the social network space. It’s likely then that your business has joined many others in maintaining a presence here.
Percent of individuals online who use Facebook
High School Degree or Less: 77%
Some College: 82%
Less than $30,000: 84%
$30,000 - $49,999: 80% $50,000 - $74,999: 77% More than $75,000: 75%
If you’ve been following the growth of this platform, then you won’t be surprised by Instagram's recent acceleration. Founded in 2010, it took the platform more than 2 years to reach 100 million monthly active users. It’s latest 100 million monthly actives only took 4 months. We’ve said it before, and we’ll say it again – Instagram has huge potential as a marketing tool.
Knowing your Instagram demographic can help you better approach this opportunity.
Percent of individuals online who use Instagram
High School Degree or Less: 27%
Some College: 37%
Less than $30,000: 38%
$30,000 - $49,999: 32% $50,000 - $74,999: 32% More than $75,000: 37%
Over the years, Twitter has grown into something of a conundrum for users. Businesses, on the other hand, have found new life in using Twitter for social customer service. Vetting Twitter’s use for your own business* starts with demographic information.
*Percent of individuals online who use Twitter
High School Degree or Less: 20%
Some College: 25%
Less than $30,000: 23%
$30,000 - $49,999: 18% $50,000 - $74,999: 28% More than $75,000: 30%
LinkedIn has done a great job in establishing itself as a professional social network. WIth 467 million professionals registered, it’s a hot place to be for B2B marketers. However, depending on your product and marketing, it may just have the right users for your business.
Percent of individuals online who use LinkedIn
High School Degree or Less: 12%
Some College: 27%
Less than $30,000: 21%
$30,000 - $49,999: 13% $50,000 - $74,999: 32% More than $75,000: 45%
For ecommerce businesses, Pinterest should be a major topic of interest based on the platform’s buying capabilities alone. However, if those can’t convince you, maybe the demographic data of its +150 million (as of 2016) monthly active users will.
Percent of individuals online who use Pinterest
High School Degree or Less: 22%
Some College: 34%
Less than $30,000: 30%
$30,000 - $49,999: 32% $50,000 - $74,999: 31% More than $75,000: 35%
If you're interested in finding more demographic data or usage frequency, please head to The Pew Research Center’s Social Media Update 2016, the source of this blog post's data. If you want more detailed information on a specific site, each social network mentioned here (except for Pinterest) openly publishes user stats on their site.