More than ever, it appears social networks are running into problems with specific age groups who are outgrowing their platforms.
Many believe, for example, Facebook faces a crisis when it came to teenage users, while a recent article by All Things D, suggests Twitter might be facing the same demographic challenges.
What does Twitter do as a big part of its user base gets older, and moves on to other social networks?
This is also a problem for digital marketers, who invest time and money in Twitter and other social networks. It doesn’t lower Twitter’s value if you are seeking this age group, but it can be limiting.
Brands don’t necessarily have to grow with their audiences but they do need to invest in the right social networks to get the best results.
The question might also be, do you know what social networks appeal to what ages? Or do you just make assumptions without any research?
We have the habit of thinking that social media is just for “kids” (other than LinkedIn) but that has never really been the reality. Research is key as is removing any pre-conceived notions about users when it comes to social media.
Digital marketers need to understand the sandbox in which they are playing in, and who the users are. You can’t just target Facebook, Twitter or Pinterest if the demographic group you want to reach aren’t engaged there.
The key lessons are staying on top of user trends to see how your audience adapts as they get older. This can be a Pandora’s Box because as users become potential new customers for your organization, they then have to be targeted.
It’s not an easy task but nothing in social media is if you want to do it right.
If you do want to grow with your audience, your digital strategy has to reflect the data that shows users grow out of certain networks and into new ones.