Marketers need to shape their social strategies based on the generation they’re trying to reach.
Posted: June 29, 2022
Marketers know that social media is an important tool for engaging audiences, building communities and driving purchases, but do you know how different generations use social platforms and what their expectations are of brands? ? These answers are the keys to social marketing.
A new report from Emplifi, with research conducted by Harris Interactive, offers some insights to help marketers shape their social strategies.
“Social continues to slip away as a consumer choice, and the companies that will succeed are those that follow their customers’ lead and also embrace social,” said Shellie Vornhagen of Emplifi in a press release.
The report answers several key questions for marketers:
What social platforms does each generation prefer?
Gen X can be found on Facebook, while TikTok and Instagram are favored by Gen Z. YouTube and Twitter have similar engagement across all age groups.
All age groups prefer communicating with brands through social media than any other channel.
How do consumers use social media during the purchase journey?
More than 40% of Americans already use social media to interact with brands during the purchase process, and 68% use or would like to use social media to ask questions before buying a product.
64% use social networks or would like to use them to make purchases and 59% say the same about post-purchase communications.
Facebook is the best platform for providing shopping inspiration to Gen X and Millennials, but YouTube is the best for Gen Z, although it also ranks highly in other groups. age. TikTok is also a major shopping engine for Gen Z.
What do consumers expect from brands on social networks?
Sixty-two percent of consumers don’t believe they get a great customer experience when shopping on social media, with that number rising to 70% among Gen Z.
And 52% expect brands to answer their questions within an hour, while 32% expect a response within 30 minutes.
Research reveals a gap between customer expectations and reality, as 39% typically end up waiting at least two hours for a response, while 20% wait 24 hours.
What this means for marketers
The report shows that consumers are already using social media to make purchasing decisions and offers insights to help marketers target customers on the right social platforms.
Perhaps the most significant finding is that all respondents, but especially Gen Z, want better customer experiences from brands on social media, especially when it comes to response times.
“Brands should take an ‘always on’ approach when it comes to social media interactions,” the report advises.
We already know that Gen Z consumers expect a lot from brands in terms of personalization and they want to see inclusive content from brands that involves communities and creators.
Marketers who combine these strategies with fast social response times could help their brand become a favorite among the younger generation.
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