Beginning Steps of Doing Business on IG - Part 1
You may be surprised to hear that the average American spends about 53 minutes on Instagram each day. Furthermore, the average American using Instagram who is between 19 and 35 admits to checking Instagram 3 times a day, and of that group, 70% admit to using Instagram while driving in their car. I’m not surprised, I see it all the time. It happens, this is real life. I always tell you that the number 1 rule of marketing is to be where your customers are, get in front of them, and many of them are on the ground.
There are 92% of millennials, baby boomers, in generation Y, that have a Facebook account, but the daily usage isn’t the same. 51% of millennials admit to using Instagram every day. However, on Facebook you may have noticed, the user demographic is older. On Facebook, you have a lot of “boomers” who are 50-65. Now, there is nothing wrong with that, but depending on who you’re trying to reach, your content, and your customer base, this may result in a big shift on which platforms you’ve been putting your energy into. For instance, if I’m doing my videos on Facebook, my analytics track and it will tell me This video performed really well with women in-between the ages of 48 and 58 who are on the West Coast, it tells me that information, as the video is working. The average age of my Facebook viewers is always older than the average age of my viewers on Instagram or Periscope, while they are watching the lives.
Why does this matter? This matters because depending upon what type of product or service you have, the demographics could have an impact on what platform you spend your money or time on, in regards to creating content. And this may not apply to everyone. You may have a young base that likes using Facebook, so your analytics may show differently when you’re doing your videos or live’s or when you boost a post. They may say it performed really well with people between the ages of 28 and 32. I think it just depends on your audience base. I’m just letting you know, how my analytics show up. I thought that was really really interesting. Some of you have products designed for people in specific age groups and just realized that you’ve been spending a lot of time on the wrong platforms.
What’s really unique about Instagram, is that someone is 4 times more likely to engage with you on Instagram than on Facebook. Specifically, when it comes to business, brands, and companies, an Instagram user is 4 times more likely to follow you, comment, share your content, or like your post, than on Facebook. It’s not only a numbers game, because my pool of people may be smaller on IG, but, I will probably be seen more often and I’m going to be more likely to develop a relationship. This may also become a more lucrative source of leads and sales and those types of things for me.
When we’re talking about Gen-X, Gen-Y, and Millenials we’re covering infant to 49. Baby boomers and Boomers are 50 and older. That is a huge demographic! Snapchat is pretty much dominated by people under 17..maybe even late 20’s or early 30’s. To put things into perspective, the Snapchat user rate for someone over 40 is under 5%.
Surprisingly, Instagram users typically have a higher disposable income than Facebook. The social media app that has the highest income rate is LinkedIn, but LinkedIn is built for business, so you have a lot of CEO’s, CFO’s, owners, owner-operators, entrepreneurs. LinkedIn is a different market, so if we’re going between Facebook, Instagram, Snapchat’s disposable income, Instagram has the highest rate because many of the people in Instagram Land are in their prime earning years. There are a lot of millennials on this platform. So, when someone tells you there’s not any money to be made on the Gram, you can tell them “Scram!!”. I don’t know why people believe that. I don’t know who started that vicious rumor, but people still believe it, and it’s just not true.
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