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Using the right social platform for your business

There’s plenty of research around that shows which social media platforms are the most popular amongst users. It is, however, important to remember that different sites appeal to different groups of people. Marketers shouldn’t just take those with the biggest user numbers to focus on – it pays to match your target audience with the user-base of a network as closely as possible to ensure you’re getting the best results with the content you publish. Even the best articles won’t have the desired effect if they’re not read by the right people.

Here at Pressroom, we were interested to see the results of a recent report from the Pew Internet and American Life Project, which looked at the user-base of popular digital content aggregator Reddit.

While Reddit may not be the first platform you think of when it comes to promoting a business, it is interesting to see how user figures can have so much emphasis on certain groups – whether they’re split by gender, age or anything else.

The research revealed that Reddit’s audience is made up primarily of young males – with men apparently twice as likely to use the site as women. In terms of age, the study shows that 15% of men aged 18-29 use the site, while the same can be said for only 3% of those aged 50-64.

Similar statistics have been revealed for Twitter too. According to GlobalWebIndex, the microblogging site recently saw a 79% increase in the number of users it has who are aged 55-64. Google+ and Facebook have also seen increases in users in their 40s.

Every business, regardless of size, will have its own target audience. Content marketing can work wonders when it comes to keeping people interested in a brand, but only if these target audiences are considered – using the right platform is the perfect place to start.

Graeme has experience creating content for online sources and for the radio, and at university he studied Multimedia Journalism.

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