Do You Know Your Social Media Audience?
- February 21, 2018
- Posted by: Kari Jones
- Category: Search Engine Marketing, Tips For Dealers
In November, automotive social media agency, Marketing Delivery, published the results of a survey which asked an audience of 1,000 people between the ages of 18 and 54 about their social media preferences in regard to car dealers.
When respondents were asked about their preferred social network on which to follow a car dealer, a clear winner emerged. 37.6 percent revealed that they would be most likely to follow a vehicle dealer on Facebook. This channel was around five times more popular as an answer than any other social network in the survey, followed by Twitter, which only 5.8 percent cited as their preferred channel.
The research also showed that engagement levels and types of engagement on Facebook varied depending on factors such as the gender, location and age of users:
- 18-to-24-year-olds were more likely to follow or ‘like’ a car dealer
- 25-to-34-year-olds would use the social networking site to interact with a dealer
- 45-to-54-year-olds were significantly less likely to engage with car dealers in any way
This is excellent news for car dealers, because it means that the age group most likely to actively engage with you on Facebook is also the one most likely to have disposable income!
This just goes to show how important user demographics are for social media marketing. In fact, looking at certain factors, such as age, can completely alter the approach you may take to posting and advertising on particular channels.
The results of Marketing Delivery’s survey show that only 3.6 percent of the sample of 18-to-54-year-olds cited Instagram as their social media platform of choice for engaging with car dealers. However, filtering the results to look at only the responses of those aged between 18 and 24 raises this to 18 percent.
Rather than disregarding Instagram as a platform of low engagement overall, consider instead tailoring your Instagram posts towards the younger generation, and if you are running ad campaigns on Instagram, target this age group to maximise engagement and return on investment. One great thing about Instagram is that it is owned by Facebook, so marketing initiatives are easy to run in parallel across the channels.