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70+ Social Media Demographics for Marketers in 2023

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70+ Social Media Demographics for Marketers in 2023

I get it, fellow marketers —sometimes, you just need the numbers.

The juggernaut known as social media only gets bigger with every new year, and because of that, demographics shift with it. And, ultimately, keeping on top of important numbers before your social media campaigns can help you with ROI in the long run. 

Download Now: The State of Social Media Trends [Free Report]

Here, we’ve compiled the state of social media demographics, optimized with the most important data you need to know about your audience and shaping your personas for 2023.

General Social Media Demographics

  • Roughly 82% of Americans between 18 and 49 years old use at least one social media site. (Pew Research Center)
  • The top way marketers find their audience on social media is by researching relevant online communities, such as Facebook Groups and subreddits. (HubSpot Blog Research)
  • 84% of marketers are targeting Millennials in their social media strategy, followed by Gen X (52%), then Gen Z at 22%. Only 14% of marketers target Baby boomers. (HubSpot Blog Research)
  • Most marketers say that short-form video content is the most popular content format for Gen Z. (HubSpot Blog Research)
  • Social media users use an average of 7.2 social media platforms per month. (Hootsuite)

Facebook Demographics

General

  • As of 2021, Facebook has over 2 billion monthly active users. (Statista)
  • Facebook has almost 2 million daily active users and 2.9 monthly active users. (Meta)

  • Facebook is the most effective platform for community building. (HubSpot Blog Research)

  • The average adult in the U.S. spends 33 minutes on Facebook per day. (Statista)

  • Facebook is the most popular social media platform for marketers. (HubSpot Blog Research)

  • Facebook is the fourth most visited website in the U.S. (Semrush)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

  • Globally, 56.4% of Facebook users identify as male while 43.6% identify as female. (Statista)
  • Facebook is Gen X and Baby Boomers favorite social media platform. (HubSpot Blog Research)

  • 91% of Baby Boomers, 88% of millennials, and 83% of Gen X have visited Facebook in the last three months. (Hubspot Blog Research)

  • 31% of U.S. adults regularly get news from Facebook. (Pew Research Center)

  • Only 12% of Gen Z-ers say they use Facebook more than any other platform. (HubSpot Blog Research)

Geography

  • India has the most Facebook users at 329 million, with the United States in second place with 179 million users. (Statista)

Takeaways

As the most popular social media network, Facebook is definitely a platform worth investing in. Its largest user group is Gen X but it still has a wide range of users across all ages. Furthermore, Facebook is popular worldwide, making it a great social media network for brands of all industries and locations.

Instagram Demographics

General

  • 500+ million users are active on the platform every day. (Instagram)
  • Instagram has the highest ROI, engagement, and highest quality leads. (HubSpot Blog Research)
  • The average amount of time per day spent on Instagram is 28 minutes. (Statista)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

  • Males between the ages of 18 to 24 represent the largest demographic on Instagram, followed closely by males between 25 to 34 years old. (Statista)
  • Most women on Instagram are between 18 and 34 years old. (Statista)
  • The smallest age group on Instagram is senior males 65+. (Statista)
  • In the past few months, 55% of Gen X-ers and 27% of Baby Boomers have visited Instagram. (HubSpot Blog Research)

Geography

  • India and the U.S. lead the board as the countries with the largest Instagram audience sizes, similar to Facebook. (Statista)
  • For two consecutive years, the most geo-tagged city in the world on Instagram has been Los Angeles, California. (Mention + Hubspot)
  • The country with the most Instagram posts in 2020 was the the U.S., leading with 571K posts, followed by Brazil with over 300K posts. (Mention + HubSpot)

Takeaways

Instagram is another leading social media platform with a large user base spanning all age groups, and it offers advanced ecommerce features, making it incredibly popular among consumers and valuable to brands.

Twitter Demographics

General

  • Twitter is the seventh most visited website in the U.S. (Semrush)
  • There are 347,200 Tweets sent per minute on Twitter. (Statista)
  • As of December 2022 Twitter’s audience is over 368 million monthly active users globally. (Statista)
  • The average amount of time per day spend on Twitter is 31 minutes. (Statista)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

  • Twitter’s user base heavily skews male with only 43.6% of users identifying as female. (Statista)

Geography

  • The U.S. is the country with the most Twitter users, at 77 million with Japan right behind at 58.2 million. (Statista)

Takeaways

If you’re looking to build a community surrounding your brand, Twitter is a great place to start. It’s particularly popular in the U.S., so if that aligns with your target audience, consider setting up your virtual shop there.

TikTok Demographics

General

  • TikTok is the best platform for building an active community for Gen Z. (HubSpot Blog Research)
  • TikTok users are twice as likely as users of other social channels to recommend something they found on the platform. (TikTok)
  • 36% of consumers want to learn about products through short-form videos like TikTok. (HubSpot Blog Research)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

  • 21.5% of TikTok’s global audience are women between the ages of 18 and 24 and 17% are male users between 18 and 24. (Statista)
  • U.S. adults spend 31 minutes per day on TikTok. (Statista)
  • Most TikTok users in the U.S. are 18-19, followed by 20-29. (Statista)
  • 62% of Gen Z uses TikTok and spend the most time on TikTok. (HubSpot Blog Research)

Geography

  • In 2021, Asia-Pacific was the fastest-growing region for TikTok usage, with a 159% increase compared to 2020. (Statista)

Takeaways

TikTok’s audience heavily skews young, with a large Gen Z population. As such, it’s a great platform for B2C brands targeting this demographic. With short-form video taking off, it’s an opportunity for brands to not only hop on a growing trend but do it on a platform that caters to their target audiences.

YouTube Demographics

General

  • YouTube is the second most effective platform for building a social media community. (HubSpot Blog Research)
  • YouTube is the second most visited website in the U.S. (Semrush)
  • YouTube has over 2 million monthly logged-in users. (YouTube)
  • There are 500 hours of video uploaded to YouTube per minute. (YouTube)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

Geography

  • India has 467 million active YouTube users, followed by the U.S. (245 million) and Indonesia (139 million). (Data Reportal)

Takeaways

YouTube is the leading video platform, with a wide range of users from Gen Z all the way to Baby Boomers. With the launch of YouTube shorts and popularity of short-form video, brands should develop a strategy to capitalize on growing interest to generate leads. 

LinkedIn Demographics

General

  • Marketers can reach 900 million users with LinkedIn ads. (Data Reportal)
  • Approximately 10.7% of the global population has a LinkedIn. (Data Reportal)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

  • 56% of LinkedIn users identify as male while 43.1% identify as female. (Statista)
  • Roughly 60% of LinkedIn users are between 25 and 34 years of age. (DataReportal)
  • 31% of LinkedIn users are between 30 and 39, 23% between 40 and 49, and 17% between 18 and 29. (Statista)
  • 43.6% of LinkedIn’s global users are female and 56.4% are male. (Data Reportal)

Geography

  • Over 75% of members are outside the US, followed by India and China. (LinkedIn)
  • LinkedIn is used in 200 countries and regions worldwide, and the largest are North America, Asia-Pacific, and Europe. (LinkedIn)

Takeaways

LinkedIn’s still the number one social media platform for B2B brands. It’s full of decision-makers and young adults entering the workforce prime for social selling.

Reddit Demographics

General

  • There are more than 100k active Reddit communities. (Reddit)
  • Redditors created 430M+ posts in 2022. (Reddit)
  • Reddit is the fifth most visited website in the U.S. (Semrush)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

  • Gen Z makes up roughly 2% of Reddit users. (eMarketer)
  • A majority of Reddit users are male. (Statista)

Geography

  • 46% of desktop traffic to Reddit.com comes from the U.S. (SimilarWeb)

Takeaways

Reddit’s user base has grown significantly in recent years. This suggests that consumers are becoming more interested in what the network has to offer. From an audience perspective, it’s made up mostly of male Millennials, attracting most of its users from the U.S.

Snapchat Demographics

General

  • 59% of U.S. users check Snapchat daily. (Pew Research Center)
  • 25% of U.S. internet users use Snapchat. (Pew Research Center)
  • Snapchat users spend over 30 minutes a day on the platform. (Snapchat)
  • There are 364M daily active users worldwide. (Statista)
  • There are 243M Snapchats shared per minute on the platform. (Statista)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

  • 65% of U.S. adults between 18 and 29 years old use Snapchat. (Pew Research Center)
  • About 53% of Snapchat users are female and 46% are male. (Statista)

Takeaway

One thing that’s clear with this Snapchat data is that young people love it. After Instagram introduced Stories, many thought Snapchat was on its way out. Turns out, it’s still a major player in the social media game.

Feel free to refer to this list periodically as you’re working through your editorial calendars and audits for the new year. As this time of year calls for a fresh slate, the research behind your next incredible campaign has to be fresh, as well. Happy planning!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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