Toolbox | 05 Marketing | 04 Social Media
[temporary navigation]
Social Media
If your company does not exist on social media, it does not exist – at all. Instagram, Facebook, TikTok, Twitter, Pinterest, YouTube… the list keeps growing. What to choose and how to choose? A few things to bear in mind when choosing your preferred social media channels are:
- Where is your core audience? Do they spend time scrolling Instagram or picking up the newest trends from TikTok? Do they prefer to read and keep updated on Twitter? Have a look at your Google Analytics and make sure to cross-reference. If your data tell you that most of your audience is, let’s say females aged 25-35 living in your city, make sure that you are active on this group’s preferred platform.
Statistics March 2023
- a. Twitter: 18-24 year olds: 17.1% of users. 25-34 year olds: 38.5% of users. 35-49 year olds: 20.7% of users. 50+ year olds: 17.1% of users. (source)
- b. Instagram: Almost 31 percent of global Instagram audiences were aged between 18 and 24 years, and 30.3 percent of users were aged between 25 and 34 years. Overall, 15.7 percent of users belonged to the 35 to 44 year age group. (source)
- c. Facebook: The largest Facebook audience in 2021 is men aged between 25 and 34, accounting for 19% of total potential reach. Men using Facebook between the ages of 18-24 make up 15%, while female users between the ages of 24-35 are responsible for 13%.
(Source) - d. TikTok: 54% of TikTok users are female and 46% are male. Roughly 5% of TikTok’s global audience are women between 18 and 24 years old. Around 17% of the platform’s audience are men between 18 and 24 years old. 55+ year-olds are the smallest group on TikTok, at 1.7%.(Source)
- e. Pintrest: Those ages 35-44 make up 49% of users, 55-64 make up 21% of users, and those 75+ are just 10% of Pinterest users. (Source)
- f. Youtube: 377.0 million users aged 18 to 24 (15.0% of YouTube’s total ad audience) 519.2 million users aged 25 to 34 (20.7% of YouTube’s total ad audience) 419.7 million users aged 35 to 44 (16.7% of YouTube’s total ad audience) 301.6 million users aged 45 to 54 (12.0% of YouTube’s total ad audience)(Source)
- g. LinkedIn: Most of LinkedIn’s Users are Between 25 and 34 Years Old. Millennials make up 60% of LinkedIn’s users. In addition, about 20% of users are between 18 and 24, and almost 18% are between 35 and 54. Only 2% are 55 and older.(Source)
(Source)
*Disclaimer. These numbers change rapidly and to be 100% enlighten when chosing social media platforms for your business we recommend that you do a bit of research yourself.
- Be selective! Always ensure high-quality content, engagement and consistency. Your followers want to interact with you. They are anticipating a regular stream of content and answers when they chose to interact. Unless you have allocated money for a full-time SoMe person, chose 2 platforms to start with and make them great. It is a horrible experience for your followers if you point them to multiple channels and neither one is good nor active. The point is NOT to b represent on every channel available, but to be present and really be present on a strategically chosen few. Consistency, engagement and quality are key here.
- Make a plan. If you go with Instagram and Facebook for example. Sit down with your team and talk about what the 2 different platforms are good for. How do you use them? Instagram is instant and very visual. Do you have enough high-quality images to support this channel? It should be given since you run a gallery space filled to the brim with visual content. How often should/can you post? Be realistic. It is more time-consuming than one might think. The most important thing is that you are consistent. Posting twice a week with great content is better than posting 10 times one day and then not at all for several weeks.
What should you post? Images of artwork? Behind the scenes? Videos? Artist profiles? Along with the images you also need to create a text strategy that fits with your brand’s Tone of Voice. Are you fun and quirky? Serious and über professional? Cheeky and inappropriate? Whatever you chose STICK WITH IT. Succeeding in this your followers will create a bond with your company and your unique way of interacting with them.
Images are your appearance and text is your voice, use text for your images so followers do not have to wonder what or who the image depicts. Always remember to tag whoever is relevant to the image. Whether it is a curator, artist, organization, DJ.
Do the same exercise with your team on for example Facebook. How is Facebook used? What kind of interaction does this channel support? This channel gives you more space for text and it is great to create events and invite your followers.
It does not matter which will be your preferred channel as long as there is a thought and plan for why and how you are using them to make your audience aware of your gallery. - Make 1 person responsible for Social Media. This does not mean that other persons from your team can’t post anything as long as they too are aware of your strategy. It means that the 1 person is responsible at least 3-4 times a week to reply to comments and questions and maintain a high level of the content being posted.
- Continue to develop and push your strategy. New features are constantly added and changed and what is working today might not be working tomorrow.
Social media should be selected based on the target group/ your visitors and clients not necessarily your personal preferences.
Paid social campaigns – Be careful with Google and Facebook campaigns, do not spend £10, £20 or even £200 it will not be sufficient to draw footfall or even increase website visits. To make a sustainable difference here you will need to spend at least £4000 – £5000 per month over at least 6 month time period.
