Adams & Knight Marketing Blog
POSTED BY: Karen Belletsky

Stop blasting out the same messages on each social media channel


You know you shouldn’t do it. But…you do.

Pressed for time and strapped for resources, you paper your social media channels with the exact same message. At least your content gets out there, right?

Well, not exactly.

Industry research shows that there are distinct audiences on each social media channel. And each one is motivated to be there for a different reason…and expects that you give them what they want. Otherwise, they won’t engage. Or worse, pay attention.

According to Pew Research, the typical American uses three of the eight major social media platforms.

  • Americans ages 18 to 24 are substantially more likely to use Snapchat, Instagram and Twitter even when compared with those in their mid-to-late 20s.
  • Audiences age 65 or older are predominantly on Facebook (62%).
  • About 45% of business professionals who congregate on LinkedIn earn more than $75K.
  • More men (54%) than women (46%) use Twitter; but more women (68%) than men (32%) prefer Pinterest.

With such diverse audiences (and reasons) for each channel, your goal should not be to simply distribute content. Instead, it should be to shape the messages and target them for the specific channel and audience. This way they are more likely to be consumed and acted on.

To help you fine-tune your social media marketing ways, we’ve outlined the key audiences on each channel, what content is best to share and how you can target your message for each one. Keep the chart below handy and share it with your team so everyone knows who  you’re talking to on each channel. Not to mention, generate better results for your social media campaigns.

Social media audiences

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