Granny's getting her's on Facebook: Demographic Targeting
The stories about the “Greying of Facebook” have been with us for quite sometime. The fact is that these stories are largely true. However, it is less about the demise of Facebook and more about the change in online behaviour, but most pundits don’t look too closely. The reasons are many such as the younger generations are using a wider variety of online apps to expand their digital experience and those that were first onto Facebook are quickly approaching a decade older. So much of the “Greying” is just biology. But then there is that the truly “older” are more active on social media largely because of increasing ease of overall use, sharing experiences with friends and family is common and as any activity becomes integral to our daily activities it reaches more people over time. But this is not the interesting part about Facebook getting older. What floats my boat is that the older generation are proving to be the most excited and active on Facebook. Marketers continue to focus on youth or the golden range of 24 - 45 earners. And if you want to get some BUZZ going you target the younger market. But it is getting clearer that Granny’s got the action!
Below are two profiles of Facebook pages from different industries showing the targeted Fans and the Fans that are really engaged. Let’s look at the fun stuff.
Profile 1: The business is well established and has a nice age range of Fans more women than men, but a much more natural distribution than Facebook’s. What we then see is who is showing the love.
When it comes to engaging with content and being active in sharing, liking and building a community those with the senior citizen discounts are the big winners, 65+ rocks the charts.
Profile 2: This next business shows a more gender balanced profile still nicely reflected along a wide age range. And though the increase in engagement for mature women is not as marked as the previous example is still shows a 100% over representation. That is, women age 55 - 65+ are less than 2% of the Fan base but engage at a rate twice that, 4%+. Where as across the board men’s engagement is under represented.
While this blog is about Grannies getting theirs on Facebook, it is really about the larger message. Demographic targeting is critical to marketing success. Tools are available to see deeper into the brand interaction. No longer is assumptions and guesses necessary or allowed. It is fine to want a certain demographic as your Fan, but it is not fine to ignore those that really are your Fans.