Growth of Social Media
Being a part of Generation Z I have seen the evolution of technology, and more specifically the growth of social media. This has affected the culture, and how businesses and companies can utilize these profiles in social media marketing.
Engagement with social media and social media advertising: The differentiating role of platform type
Based on a study social media is divided into two parts; nature of connection and level of customization. Each social media platform includes different features and allows the individual to highlight one of these two. However, social media platforms are further divided into four sub-categories; relationship, self-media, creative outlet, and collaboration.
Instagram is an interactive platform that allows users to like, comment, and share content amongst a selected following. The two main privacy settings consist of a private account and a public account. A public account allows a user’s profile to be public to any individual who is involved with the app. On the contrary, a private account allows the user to select, accept, remove, or block individuals from seeing their profile. Overall, Instagram allows individuals to post whatever content they feel. Most typically this is seen as a personal profile where the individual will post updates or any other news they feel via photo or video.
Target audience
The target audience that Instagram draws in is ages 18-24 yr. old. The age demographic is split between male and female, male with 51.8 % and female with 48.2%. In conclusion, Instagram draws in a younger target audience and is very effective through social media marketing.
TikTok
TikTok derived from Musically, is a platform that allows individuals to upload videos of various lengths. This app is purely for entertainment, where users will aimlessly scroll for hours a day. TikTok has become immensely popular and continues to grow in popularity.
TikTok trends
Many of today’s trends start from TikTok. Some popular ones at the moment are GRWM, DITL, dancing challenges, etc. A GRWM (get ready with me) is where a user will film the process and steps of getting ready for an event. This includes makeup, hair, outfits, etc. A DIML (day in my life) contains short clips such as vlogs that describe the events of one’s day
Target Audience
Since the current rise in popularity, TikTok has become an accessible outlet for younger demographics, similar to Instagram. More specifically, the age range is 18-24 yr old. This is also similarly split between male and female, male with 46% and female with 54%. However, through TikTok shop, and the use of influencers, TikTok has become one of the most effective applications for social media marketing.
Facebook is an interactive platform that allows individuals to post, share, and comment on each other’s content. This platform is very similar to Instagram in its interactive features. Facebook tends to be a more public platform although individuals can accept or deny follow requests.
Target Audience
Facebook has been around for a while, longer than Instagram. Therefore, it has attracted earlier generations allowing for an older consumer demographic. Facebook attracts ages 25-34 yr. old. Facebook obtains more male users with 56% male and 44% female. With Facebook Marketplace, Facebook allows more online sales to occur within the app. This allows for business opportunities. In conclusion, Facebook is an effective platform for marketing to older generations.
Conclusion
Each social media platform is specific in its features and benefits. This is why different individuals are attracted to different outlets. Based on the target audience, companies and businesses can collect this data and strategically create a marketing approach.
References
Barnhart, B. (2023, April 28). Social media demographics to drive your brand’s online presence. Sprout Social. https://sproutsocial.com/insights/new-social-media-demographics/
Which Social Media Platform Is Best For You? (2021, June 30). PRG. https://www.prgltd.co.uk/which-social-media-platform-is-best-for-you/
Voorveld, H. A. M., van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type.Journal of Advertising, 47(1), 38-54. https://doi.org/10.1080/00913367.2017.1405754