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People around the world are now watching a billion hours of YouTube’s content every single day.  But who is watching what? This infographic from Adweek helpfully breaks down how much Gens X, Y and Z watches video content on YouTube, as well as what types of videos they like to watch.

Unsurprisingly, younger respondents to the survey were more likely to visit YouTube on a daily basis, while 4  percent of Gen X (34 and 54-years-old) respondents indicated they don’t use the platform at all.

When it comes to the type of video most watched by each generation, the breakdown  is as follows:

Whichever demographic you’re looking to market to, YouTube is a valuable channel. For maximum impact, use these findings to understand just how your target age group interacts with the video-sharing platform.

Related Reading: YouTube: A Missed Opportunity For Patient Education 

My latest healthcare social media newsletter has gone out to subscribers. In this week’s round-up of news and tips:

August already! If you are like me, you will feel as if you just blinked and suddenly the year is more than half over. Back in January, I wrote an article outlining 17 ways to rock your social media in 2017. Did you follow any of those tips?

Now that we are more than half way through this year, it seems like a good time to review how close you are getting to meeting your social media goals. If you are on track, well done! But even if you have fallen short of your goals, it’s never too late to get your social media back on track. As a reminder, I have put together six questions to guide you.

 

Pinterest has been adding some new features recently, and the latest worth noting is the addition of a new search bar to its home screen and Pinterest Lens is now available to all Pinterest users worldwide.

 

 

 

LinkedIn is giving more control to publishers – you can now turn off comments on your posts, helping users eliminate spam and harassment from the social network.

 

 

 

Within a year of its debut, Instagram Stories now boasts “more than 250 million daily users,” which surpasses Snapchat’s reported 166 million daily users.

 

Facebook is redesigning insights and analytics provided to video creators and to the publishers and pages that reshare their videos.

Plus

Your weekly cool tool recommendation, social media quote of the week, and six things you should know in the world of social media.

Read this week’s newsletter and subscribe for regular tips. 

My latest healthcare social media newsletter has gone out to subscribers. In this week’s round-up of news and tips:

Last month, Facebook released a new research report as part of its “Shifts for 2020” series, which looks at how emerging tech is influencing user actions. The full research report and data is available on Facebook’s IQ Insights blog. For a snapshot of the findings check out my latest Medium post.

 

Snapchat is breaking its long-standing “no links” rule while also providing some novel new creative tools to keep it one step ahead of Instagram. The new features are rolling out globally on iOS and Android.

 

 

Instagram is now demoting content that utilizes particular hashtags that have been hijacked by bots.

 

 

Facebook continues to put increased emphasis on Groups, with Chief Product Officer Chris Cox this week announcing that Groups for Pages are now available for all Pages worldwide.

 

 

LinkedIn is testing out a new free service for members that will match them with other professionals who can give them career advice.

 

 

Plus

Your weekly cool tool recommendation, social media quote of the week, and six things you should know in the world of social media.

Read this week’s newsletter and subscribe for regular tips. 

According to Hubspot’s Social Media Calendar which I have been finding super useful as a source of content ideas, today is Get To Know Your Customers Day.  Whether you call them customers, clients, or your target market, it’s vital to know who you are trying to reach with social media. Your marketing efforts will be stronger if you can identify your target market first. You can then tailor your marketing more specifically to match their needs.

Who Is Your Audience?

You need to find the answers to basic demographic questions about your audience, whether they go online for research and what issues they are concerned with; alongside which communities inform, inspire, or influence them.

It’s good practice to create audience personas as a way to really understand the people you want to reach.

Hootsuite has created a useful guide on How to create buyer personas with social media data.

Segment Your Audience

Normally an organisation has too many segments it would like to reach. Targeting is about choosing which ones to prioritise. By dividing the whole market into segments of people who you think are particularly important for your organisation you can reach them more effectively. Segmenting and prioritising audiences improves reach, enhances relevance and helps put your resources to the best possible use.

Once you’ve identified who your audience is, map this information to social media behaviour. Most marketing efforts are focused on the trifecta of Facebook, Twitter and LinkedIn, but visual platforms such as Pinterest, Snapchat, and Instagram are also extremely popular. This doesn’t mean that you have to be everywhere at once. Do your research to determine where best to focus your social media efforts to be successful.Use Surveys (e.g. Survey Monkey), Polls (PollDaddy; Facebook; Twitter), and publicly available reports to match your audience demographic to the social networks they use.

Related Reading

3 Free Tools to Understand Your Audience and Quickly Grow Sales

The Ultimate Guide To Celebrate Your Customers

6 Ways to Include Customers in Your Content