Target group under 20

Every generation looks for its own topics. This is how new trends, youth words of the year, but also social networks emerge. The younger the target group, the more social networks they have to keep track of. While older target groups have found their social network and usually remain loyal to it for a long time, the younger generation is looking for their own space to express themselves.

Many new social networks are launching, but few are catching on. Still, the mix of marketing opportunities you have within social networks is greatest in the under-20 demographic.

Currently still in the middle of the hype is TikTok

The social app TikTok has been around for a few years now. With the name change from musical.ly to TikTok, the strategy change from music network to comedy, entertainment, beauty and other topics, the social app really became big.

The fact that there are still relatively few creators, i.e. people who create content, is also reflected in the extremely high number of followers of individual accounts. At the age of 17 or 18, some already have 10 million followers and more. Such enormous growth would no longer be possible on crowded platforms like Instagram and YouTube.

How long is TikTok still “the trend”?

Of course, TikTok will be replaced by a new social network sooner or later, but for the next two or three years it will certainly remain the ultimate in the young target group.

In addition to TikTok, however, the under-20 target group also consumes Instagram and YouTube. Instagram for a quick pastime, YouTube to listen to music or learn something. Accordingly, the advertising measures also differ, because the strategies and methods are adapted depending on the situation and usage behavior. Each of these three social networks now has over one billion active users.

Alternatives: Instagram, YouTube and special interest like Twitch

In addition, special interest social networks are becoming more and more interesting for your advertising activities. A typical example would be Twitch, where mainly gamers meet. Here, too, the usage behavior is extremely different. In some cases, the creators’ streams run for hours. For comparison, a typical story on Instagram (small video) lasts 12 seconds.

So there are social networks for quick consumption, entertainment, and social networks that are consumed with higher attention.

Most popular social app: Under 20

Ideally, focus on:

• Leading medium – TikTok
• Also relevant – Instagram, YouTube
• Special Internet – for example Twitch

How can you be successful on TikTok?

TikTok consists especially of small video clips that entertain. Accordingly, TikTok can definitely be called one of the most creative social networks. Which, in turn, also means that creativity requires time and the right people. Compared to platforms like Instagram or Facebook, content production is a bit more time-consuming. At the same time, advertising measures on TikTok only pay off if they have the appropriate target group. As mentioned above, you would not have any success if you want to address target groups around 35 years old, for example.

Accordingly, as a brand, you need to get involved with TikTok. It’s singing, it’s dancing, it’s about fun. Especially for more traditional industries, let’s say for example banks that want to market a daily allowance account, the creative leap has to be made. For other brands in the field of lifestyle, or even travel such as cruises or backpack tours to Asia, already easier. Some also rely on influencer marketing for this.

Want to learn more about TikTok Marketing? Read more here!

• TikTok
• TikTok advertising

Target group between 20 and 30 years

The target group between 20 and 30 could also be called the Instagram generation. Before them, there was virtually only Facebook (and a few others like MySpace and YouTube). Then came TikTok.

Conversely, for your advertising measures, if you want to reach people between the ages of 20 and 30, Instagram offers the largest audience, i.e. the most relevant users.

Instagram as a central app

Instagram is primarily consumed on the side. Simply put, users want to take a quick look at what’s going on in their world (friends) and in the world at large (influencers, stars). Behavior and engagement is accordingly relatively short-lived. Two minutes after getting up, one minute while drinking coffee, 5 minutes while waiting for the next streetcar.

Accordingly, the content must be adapted, whether it is organic content or paid reach, i.e. advertisements.

Of course, the older target group is also adapting the trends of the younger ones, so there are also more and more TikTok channels among 20 to 30-year-olds. It is quite different with the older social networks, for example Facebook. Here, some have an account, but without active use and relatively few.

Most popular social app: 20-30 years

Ideally, focus on:

• Leading medium – Instagram
• Moreover relevance – YouTube

How can you be successful on Instagram?

Instagram thrives on constant entertainment value. For you, this means: publish content, publish content, publish content! If you look at successful influencers on Instagram, for example, their channel also works so well because they regularly publish new content. Posts with new photos and galeries, Instagram reels with little movies, and of course, Instagram Stories constantly showing snippets of your own life. If you adapt this methodology to your brand, it means the same, at least one publication every day. That doesn’t sound like much, but many don’t keep up and that’s why they are looking for a good social media marketing agency.

Learn even more about Instagram marketing here:

• Instagram
• Instagram advertising

Target group 30 to 40 years

The easiest way to reach target groups between the ages of 30 and 40 is to use the mix of Instagram Facebook and YouTube.

Less relevant within the target group are the new social networks. Of course, because with increasing age, life itself becomes more extensive, work, family, tax returns…accordingly, target groups over 30 are no longer so erratic in their choice of social networks.

However, on the first place of popularity in this target group is Instagram. This is where you reach the most people from this potential target group. If the tendency is towards 40 years old, Facebook can also be used as a medium. If the tendency is towards 30 years old, however, you should focus on Instagram. YouTube can then be used for content and advertisements in the same way as for the target groups under 20 years of age and the target groups between 20 and 30 years of age.

Most popular social app: 30-40 years

Ideally, focus on:

• Leading medium – Instagram
• Moreover relevance – YouTube

Target group 40 years and more

Target groups over 40 are the people who were really the very first to come into contact with social networks. From the very first big social networks like MySpace, which has no relevance nowadays, to Facebook, which has become the biggest social network in the world.

The easiest and fastest way to reach audiences over 40 in social networks is Facebook. Facebook is widely used, for family, for club, for work. On Facebook you can now find jobs, you can go shopping, the social network is evolving for its users. Accordingly, many are satisfied and also have no interest in switching to a social network of the younger target groups.

YouTube is the only alternative to Facebook. After all, target groups over 40 are also active here. After all, you can learn just about anything on YouTube, from how to repair the roof on your own home to the question: How do I do my dog’s hair myself?

Most popular social app: Over 40

Ideally, focus on:

• Leading medium- Facebook
• Moreover relevance – YouTube

How can you be successful on Facebook?

To successfuly run Facebook marketing, you usually always need to consider two components. On the one hand, you need the organic content, from the channel setup, to your own content, in the form of text, photo and video. On the other hand, it’s about targeted marketing of your own content with paid reach. Why is this? Organically you reach relatively few people, maybe one percent, two percent your own target audience. That means 98%, 99% of people, depending on the channel don’t see your content. With additional advertising spend, you can reach those remaining people.

With paid reach, you attract more and more people to your Facebook channel or other destinations, such as your online store. With organic content, you convert this reach into real followers and brand fans.

Classical economics already teaches that every regular customer brings more profit than the acquisition of a new customer. That’s why community building in social networks is so important for brands. As an additional channel, you can also fall back on influencer marketing, simply explained, people with a large reach talk about your brand.

Learn even more about Facebook and Facebook Marketing here:

• Facebook
• Facebook advertising

Investments in Facebook & Social-Media-Advertising

Before we look at Facebook in numbers, here is a look at the share price. If you want to invest money in shares, you are thinking long-term (for your savers and investors), especially as a capital-strong fund. Do investors trust in the structure, work and future of Facebook? A share price says more than a thousand words:

• At the beginning of 2020: US$ 182 per share
• Increase 2019 / 2020: 37.87%

Social Media Marketing

Investments in social media advertising worldwide in the years 2007 to 2018 and forecast 2022.

• 2007: 512 million US dollars
• 2012: 6,274 million US dollars
• 2017: 50,215 million US dollars
• 2022: USD 123,070 million
• Increase 2020 to 2022: 96,190 million US dollars to 123,070 million US dollars

Facebook sales 93% Mobile

Facebook revenues in the second quarter of 2019 increased by around USD 3.7 billion (+28 percent) compared to the same period last year.

• Payments: $262 million
• Mobile advertising: US$ 15,627 million (US$ 15.6 billion)
• Advertising Desktop: 997 million US-$
• Relation mobile / desktop: 6% (15.67 x performance)

Top Facebook pages by industry

B2B Company

Ranking of the most popular German B2B companies by number of Facebook fans in October 2019.

The current top 5 on Facebook of B2B companies:

1. Bayer AG with 2,809,470 (2.8 M)
2. IBM Career & Jobs with 1,919,930 (1.9 M)
3. Robert Bosch GmbH with 1,350,440 (1.35 M)
4. Ernst & Young Deutschland Career with 1,301,330 (1.3 M)
5. SAP AG with 1,099,490 (1 M)

Food brands

Most popular food brands according to the number of Facebook fans in Germany 2019.

The current Top 5 on Facebook of food brands:

1. McDonald’s (DE) with 2,400,000 (2.4 million) fans
2. Subway Germany with 967.000 (967 K) fans
3. Burger King Germany with 839.000 (839 K) fans
4. KFC (DE) with 663,000 (663 K) fans
5. Pizza Hut (DE) with 608,000 (608 K) fans

Hotels

Most popular hotels in Germany by number of Facebook fans in January 2019 (in 1,000).

The current Top 5 on Facebook of hotels:

1. Vita Hotel Westfalen Therme Spa & Wellness Resort with 654,000 (654 K) fans
2. Choice Hotels (DE) with 402,000 (402 K) fans
3. Radisson Blu (DE) with 347,000 (347 K) fans
4. Pampering Hotel Kristall with 225,000 (225 K) fans
5. Club La Santa Lanzarote with 146.000 (146 K) fans

Gastronomy

Most popular gastronomy brands in Germany by number of fans on Facebook in February 2018 (in 1,000).

The current Top 5 on Facebook of the gastronomy industry:

1. McDonald’s (DE) with 2,400,000 (2.4 million) fans
2. Subway Germany with 967.000 (967 K) fans
3. Burger King Germany with 839.000 (839 K) fans
4. KFC (DE) with 663,000 (663 K) fans
5. Pizza Hut (DE) with 608,000 (608 K) fans

Food brands

Most popular food brands according to the number of Facebook fans in Germany in May 2019 (in 1,000)

The current Top 5 on Facebook of food brands:

1. Knorr (DE) with 12,500,000 (12.5 million) fans
2. Simple Tasty with 2,700,000 (2.7 million) fans
3. Delicious with 2,400,000 (2.4 million) fans
4. Nutella (DE, AT, CH) with 2,100,000 (2.1 million) fans
5. Strongbow (DE) with 2,100,000 (2.1 million) fans

Universities

Most popular universities in Germany according to the number of Facebook fans in January 2020 (in 1,000)

The current top 5 on Facebook of universities:

1. TU Munich with 92,000 (92 K) fans
2. Ludwig-Maximilians-University Munich with 85.000 (85 K) fans
3. Goethe University Frankfurt with 82,000 (82 K) fans
4. RWTH Aachen University with 78,000 (78 K) fans
5. FernUniversität Hagen with 77,000 (77 K) fans

Sports clubs (US)

US sports clubs with the most Facebook fans in January 2019 (in 1,000)

The current top 5 on Facebook of US American sports clubs:

1. Los Angeles Lakers (NBA) with 21,520,000 (21.5 million) fans
2. Chicago Bulls (NBA) with 18,350,000 (18.3 million) fans
3. Miami Heat (NBA) with 15,730,000 (15.7 million) fans
4. Golden State Warriors (NBA) with 11,090,000 (11 million) fans
5. Boston Celtics (NBA) with 9,000,000 (9 million) fans

Facebook users and user data

Cambridge Analytica Scandal and Impact

Recently, the media reported that the personal data of 50 million Facebook users were used illegally by the company “Cambridge Analytica” in the last US election campaign. Which of the following statements apply to you?

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Countries with the most mobile Facebook users

In these countries in particular, Facebook plays a major role in quantitative terms. The current top 10 countries with the most Facebook users:

1. USA with 123.1 million users
2. India with 101.5 million users
3. Indonesia with 62.6 million users
4. Brazil with 57.9 million users
5. Mexico with 30.9 million users
6. UK with 26.2 million users
7. Japan with 22.7 million users
8. Germany with 18.7 million users
9. France with 16.9 million users
10. Russia with 15.5 million users

Teenager exodus

Facebook is no longer hip with the youth. Directly after this infographics have a paragraph about “Facebook as a meeting place for senior citizens”. Important facts and figures for advertisers on Facebook. The youth can currently be reached via Instagram and TikTok.

De Trend was already apparent a few years ago, as can be seen here in an infographic from the last decade.

At least that’s what a survey on the number of Facebook users in the USA suggests. According to this, the number of active 13 to 17-year-olds has fallen by 3.3 million in the last three years, which is a minus of 25 percent.

Facebook as a senior meeting place?

Facebook is still recording rising user numbers, but the hip young social network of yesteryear is no longer so. Because the fastest growing target group is above all the over 50s, as the Statista chart shows.

Tip! XXL Guide: Facebook Pixel, Ads & Campaigns

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Improve contribution range: through Facebook targeting

Facebook calculates an approximate reach with every >strong> new campaign. This is achieved (approximately) without any further viral effects. That means, for a certain budget you get a certain amount of views. If people interact with your ad, the reach will increase, because now friends (without ads) will see your contribution. Few, but some contributions then make the leap to vitality. It is, classically speaking, word-of-mouth propaganda, i.e. a topic that spreads by itself. But you can already see that from a fixed advertising budget to vitality, it is becoming increasingly difficult to predict.

To ensure that the success of your own advertising campaign on Facebook does not remain a game of chance, campaigns should be planned as precisely as possible by the social media manager. The exclusion of criteria in the Facebook Ads settings considerably reduces wastage. The choice of age and place of residence are the two decisive variables. Avoid targeting groups of people for whom the purchase or interaction with your product is not of interest. Basically you have three quick options in the Facebook Ads:

1. 1. Filter: Age of the users
   2. Filter: Place of residence
   3. Filter: Interests of the audience

Facebook ads targeting: Age of the target group

The age of Facebook users gives you the option to show ads to those for whom your advertised product is interesting. Different age groups have different goals, wishes and ideas. This means that campaign segmentation for larger projects also makes sense. This means that you place different advertisements for different age groups. In general terms, a flashier design for young people, discreet high-quality layouts for middle age groups and conservative, or simply kept simple for older people. Depending on the group, of course, the texts of the advertisements can vary. As a social media manager, you can definitely achieve better conversions (i.e. the user performs the desired action, for example the “click”).

Facebook ads targeting: Residence of the target group

Large companies market themselves and their products and services internationally, if possible. However, regionality, especially in social media platforms is again a big topic. The selection of the place of residence makes it possible to target the target group even more precisely than just by the age of the users. Especially for regional products, services or even local shops, such a specification by place of residence is recommended. Advertising campaigns can thus be targeted with this setting. In doing so, advertisers and social media managers can design entire test concepts. For example, if you want to test the regional success of a possible project. This filter function also makes sense for multilingual campaigns. Often the reach increases as well, certain places are heavily courted, others less so. The principle of the real world applies here: the bigger the city, the greater the competition.

Facebook ads targeting: Target audience interests

However, if you are about to launch a new film and want to promote the premiere day in relevant target groups, use interests. A film about cars, motorcycles and speed is a well-defined product. I cover the interests of the target group in many areas, be it car and motorsport video games, magazines or even brand fans. All these variables can be defined as “interests”. So people who have marked certain video games, magazines or brands with “Like” on Facebook will see the ad. Since they are already activated for the topic, the probability of interaction is higher than with the total user mass.