If you’ve ever worked with our team at BuzzPlant, then you know we’re big believers in demographic research and targeting. Before beginning any kind of marketing campaign, it’s essential to know (1) whom you want to reach and (2) where to find them. All strategy must begin with these building blocks.

As you already know, “social media marketing” is a big term that includes a wide variety of platforms, demographics and behavior patterns. Where do we start? A new infographic from WebpageFX helps bring some things to light.

Generation Z (13-19)
In the U.S., Generation Z represents $44 billion in purchasing power. But you won’t find them on Facebook. Twenty-five percent of 13-17-year-olds left Facebook in 2014.

  • 32% of U.S. teens say Instagram is their favorite social media platform.
  • 33% of Generation Z would like brands to reach them via email.

Millennials (20-35)
Each Millennial spends $2,000 on average online each year. They have the highest average number of Facebook friends of any generation, and 87% of them use the platform.

  • Millennials believe that user-generated content is 50% more trustworthy and 25% more memorable than branded imagery.
  • 43% of Millennials want brands to reach them via email.

Generation X (36-49)
While 48% of Generation X has a Twitter account, less than half are active users. You will, however, find that more than one in three of all Pinterest pinners are between the ages of 30 and 44.

  • 40% of Generation X prefers viewing online content on laptops.
  • 23% of online shoppers are Generation Xers.

Baby Boomers (50-65)
70% of U.S. Baby Boomers have access to disposable income, making them a highly prized consumer target for many brands.

  • 84% of Baby Boomers have Facebook accounts.
  • 58% of Baby Boomers visit a company’s website after encountering the brand on social media.
  • 41% of Baby Boomers have Pinterest accounts.

Whatever Platform You Choose…
…social is a great place to reach your audience. U.S. social media users check their accounts 17 times a day (on average). Many retail brands are aware of the potential benefits this activity can lead to… 91% of retail brands use two or more social media platforms. Ad spending is expected to increase enormously in the year ahead, from $8.3 billion in 2015 to $35+ billion this year.

We want to know… how did you decide what audience to target and where to target them? Instinct? Research? Trial and error? Let us know what approach has worked (or not worked!) for you in the comments below.