If your target demographic is under 35, you may want to consider investing more time into Twitter. In fact, many social media experts are projecting that 2014 may be the year of Twitter. Currently, almost half of Twitter users are between the ages of 18-29. This group tends to be mobile and well-educated, with 40% holding at least a bachelor’s degree. However, the Twitter landscape may be shifting slightly younger within the next year or so.
In a recent study, Pew researchers found that teens are increasingly leaving Facebook for other social networks–namely, Twitter. In fact, teen Twitter use has grown by 24% this year, up from 16% in 2012. But why are teens leaving Facebook? Mostly for two reasons: the “drama” that goes on via Facebook and the fact that their parents are now active Facebook users, making it more difficult to have privacy. These teens also felt that Twitter and Instagram allowed them to better express themselves and are shifting to those networks.
If young adults are part of your target market, you may want to consider shifting time and resources to Twitter and more creative social networks like Instagram. Rather than overt advertisements, create opportunities to include this demographic into your brand with contests, features and visually engaging images. Ask open-ended questions to understand their view of your brand, which will help better connect with them. Get creative with hashtags and fan photo contests, using Twitter and Instagram as launching points to involve them in your brand.