Social Media ‘By the Ages…’
“If you had
Or one opportunity
To seize everything you ever wanted
In one moment
Would you capture it
Or just let it slip”
(Eminem. Lose Yourself. 8 Mile: Music from and Inspired by the Motion Picture. 2002.)
Luckily, Eminem’s words, although true in many other regards, do not apply to online social presence. As users, we have infinite possibilities as opposed to ‘one shot’. With more platforms that we can count, including: Tiktok, Snapchat, Instagram, LinkedIn, Facebook, Twitter, etc. our social presence can be bigger than ever!
As a twenty-eight-year-old, the way I use social media is drastically different than the way my parents use social media. The platforms that I choose to familiarize myself with may not be the same platforms that my peers, co-workers or family use. I even focus on different platforms for the different areas of my life.
- Personally, I focus on Instagram and Snapchat as sharing photographs is the main purpose of my social existence
- Philanthropically, I focus on website blogging and LinkedIn as tools to encourage professional connections and disbursement of information
- Professionally, I use as many social media platforms as I have at my disposal with as many call-to-action links as possible to reach the widest audience
If you are an avid social media engager, you likely portray some similar patterns of use. Many of us have been the ones to help our parents create a Facebook account (or we are the parents that required assistance). Alternatively, maybe there is an App that all of your friends use, but you have vowed never to download, yet are slowly caving day by day. Have you ever wondered how you compare to the masses? Let’s take a closer look…
Statistically, Canadians aged 25-34 are the primary users of social media, presenting an even split between males and females. Furthermore, Canadians in this segment spend the majority of their time of the following social media platforms:
The aforementioned demographic represents the Millennial/Generation Z population that grew up in the mass production of the Internet, smartphones and multiple social sharing platforms. The results, therefore, are fairly predictable.
What did present a surprise is the number of Canadians aged 65+ who have an active social media presence.
For this demographic, their social media usage ranks as follows:
- Messaging Apps
Data Source (Statistica, 2020, July)
Although there begins a pattern that reflects the usage of the younger demographic, we eventually see a shift away from short-term communication platforms, such as Snapchat and Twitter, toward community-based knowledge sharing platforms, such as LinkedIn and Pinterest.
These patterns and trends provide invaluable information for businesses to navigate the world of digital marketing. Is there one right answer for businesses? Absolutely not. In the same way that users have infinite possibilities to create their online presence, businesses promote through just as many platforms while conveying their messaging as effectively as possible to the right audiences.
It is interesting that both a Sightseeing for Seniors business (targeted at the 65+ demographic) and the novel What to Expect When You’re Expecting (targeted at the 25-34 demographic) would both be equally effective whilst advertising their products primarily on Facebook.
Where do you fall on the spectrum of social media use? Maybe you only have one account, maybe you have them all! Perhaps the accounts that you have are the least common amongst your age group. Let me know in the comments!
Thank you for reading.