Find out how the users of different social platforms differ and how to target them with social advertising

1. The ageism of social
Sean Mazur
Senior Paid Media Strategist
iCrossing Display Day
15/07/2014
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2. Why are we here?
CHOCOLATE!!!!
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3. Why are we here?
Me: “Thanks for buying. Please share the word
with friends on Facebook!”
Girl: “Um..no. My mom uses Facebook.”
Me: “Ok Twitter then!”
Me: “Um..no. My older brother uses Twitter. I only
use Instagram.”
Me: Sobbing uncontrollably and uncomfortably
in the corner….
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4. Different groups of people
use different social networks
(and it continues to evolve)
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5. Facebook audience makeup
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
Under 17 18 - 24 25 - 34 35 - 54 55+
Percentage of Audience (2014)
Percentage Change Since 2012
Ages 35+ represent 45% of the Facebook audience
Users are “graduating socially” on Facebook (55+ only age of growth)
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6. LinkedIn audience makeup
-60%
-40%
-20%
0%
20%
40%
60%
80%
Under 17 18 - 24 25 - 34 35 - 54 55+
Percentage of Audience (2014)
Percentage Change Since 2012
43% of LinkedIn users are between 35 – 54
Only 35+ audiences are growing in use
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7. Twitter audience makeup
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Under 17 18 - 24 25 - 34 35 - 54 55+
Percentage of Audience (2014)
Percentage Change Since 2012
39% of Twitter users are between 35 – 54
All demographics are growing
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8. YouTube audience makeup
-60%
-50%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
Under 17 18 - 24 25 - 34 35 - 54 55+
Percentage of Audience (2014)
Percentage Change Since 2012
42% of YouTube users are between 18 – 34
Only the 18 – 34 year old demographics are growing
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9. Instagram audience makeup
0%
5%
10%
15%
20%
25%
30%
35%
40%
Under 17 18 - 24 25 - 34 35 - 54 55+
Percentage of Audience (2014)
Percentage Change Since 2012
38% of Instagram users are under 24
Growth across all ages due to comparative infancy of platform
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10. Why is this important?
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11. Why is this important to you (marketers)?
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12. How to target these groups
appropriately to increase
return from paid social
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13. Facebook strategies
• Separate Facebook campaigns into core demographic segments
• Run bespoke creative with different taglines or imagery (test and adjust)
• Apply “custom audiences” targeting (subscriber email addresses or past site visitors) to further
segment audience ages into new vs. existing customers
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14. LinkedIn strategies
• Separate LinkedIn campaigns into core demographic segments with bespoke creative (test and
adjust)
• Can also run Job Function/Seniority to correlate to demographic data
• Apply advanced targeting options (company name, job title, university, skills or LinkedIn group) to
further segment demographic signals
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15. Twitter strategies
• Cannot target ages directly in Twitter
• Apply “tailored audiences” targeting (subscriber email addresses or past site visitors) to further
segment audience ages into new vs. existing customers
• Use “Television” targeting to engage with target demographic during TV shows
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16. YouTube strategies
• Separate YouTube campaigns into core demographic segments with different bids (test and adjust)
• Create themed video content revolving around target demographics
Football – 18 – 35 years Cooking – 24 – 54 years
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17. Instagram strategies
• Demographic and user data is taken from user behaviour (brands following) or supplied information
(age) from Facebook
• Creative strategy should align and reinforce Paid Social strategy on Facebook
• Must be collaborative and engage current audience base more than any other Social Network to
create sharable content (let your fans do the work!)
Coming to the UK later this year (exact date TBC)
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18. Summary
Demographic data (1)
Past site interactions (2) Social content (3) Relevant interests (4)
Optimal Paid Social media buy
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19. Summary
• Every brand has a main demographic…but your Brands’ followers may not be as
responsive as you would like or expect depending on the social channel
• Start with demographic inputs to narrow targeting + specific audience interests + past site
interactions + promoted content tone = targeted Paid Social
• Revise demographic approach to fit platform and age target, do not use the same
creative for all age groups
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20. Questions?
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21. Appendix
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22. Under 17 18 - 24 25 - 34 35 - 54 55+
Facebook 18% 16% 22% 29% 16%
Instagram 10% 27% 26% 31% 6%
LinkedIn --- 14% 22% 43% 22%
Twitter --- 25% 28% 39% 7%
YouTube 8% 22% 21% 34% 16%
Summary of Demographic Profiles
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23. Under 17 18 - 24 25 - 34 35 - 54 55+
Facebook -1% -8% +1% -1% +9%
Instagram +36% +11% +31% +29% +30%
LinkedIn ----- -50% -41% +9% +55%
Twitter ---- +12% +18% +45% +12%
YouTube -50% +40% 18% -9% -31%
Changes in Demographic Profiles
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