Using social media to promote your books is a smart marketing strategy. Social media is a great way to gain exposure for you and your books. One survey found that 90% of marketers report that investing in social media has a direct impact on their revenue.
Facebook, Instagram, Twitter, Pinterest, LinkedIn, YouTube, and Snapchat—with so many to choose from, how do you know where you should spend your time and energy?
Which social media platform(s) you choose to spend your time on should be driven by the audience you are trying to reach. However, not all social media sites are great for businesses. According to Social Sprout, people tend to follow brands and companies on some sites more than others. Here is the breakdown:
- 66% follow brands on Facebook
- 41% follow companies on Instagram
- 35% of people follow brands on YouTube
- 32% follow companies and brands on Twitter
- 17% connect with brands on Pinterest
- 14% follow companies on Snapchat
- 6% follow companies on LinkedIn
Based on these statistics, authors and publishers should choose and focus their time among Facebook, Instagram, YouTube, and Twitter, as these sites have the greatest percentage of users following companies and brands.
To decide which of these channels you should invest the most time in, consider your target audience’s age.
If you are trying to reach Baby Boomers (those over 54 years of age), this group prefers Facebook. However, only 37% of people over age 65 use any social media. If this is the age-group you are trying to reach, then you should not spend the bulk of your marketing time and energy on social meda. Stick to more traditional marketing strategies.
Surprisingly, Generation X (ages 38 to 54) spends more time on social media each week than Millienials according to Nielson data. This group spent nearly an hour more each week on social media. Facebook has the most Generation X users, followed by Instagram.
Millennials (ages 22 to 37) rule Instagram. There are over 30 million Millennials on this social channel. Instagram boosts a higher engagement rate per follower than Facebook does, however, the channel does not allow clickable links in captions.
Over half of all Instagram users are aged 18 to 29.Twitter is another good channel for reaching Millennials. Twitter’s largest segment of users are between the ages of 18 and 29.
Generation Z (ages 6 to 21) prefer YouTube over all other social media channels. According to a survey by Visual Objects, YouTube is the most visited website by people age 18 to 24 years.
This generation also likes both Snapchat to Instagram. While there are nearly four million more teens on Snapchat than on Instagram, teenagers appear to use both channels regularly.
You have limited time and energy to spend on marketing and on social media. Choose the channel(s) you use carefully so that you have the greatest exposure to the people you are trying to reach with your message.
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Photo courtesy of geralt.