Facebook: A Teenage Wasteland

The Economist

By Kathy Kyle Bonomini, Founding Partner of Amplia Group

Know your audience. Put people at the centre of your strategy. And create once, publish everywhere.

These are my mantras when discussing with my clients a digital campaign strategy and deciding on which platforms we will use. These graphics by the Economist struck a chord with me tonight.

Top three takeaways:

1. 60 year-olds are more likely to use FB than 16 year-olds. I knew that already, but it is comforting to see it confirmed in print. (58% FB customers are aged 45-64);

2. Younger customers will use other channels like #snapchat and #instagram to share (and consume) #stories. Again, confirmation of what we see in our campaigns; and

3. 25-44 year olds still use Facebook. But they are also increasingly using Instagram. So crosspromote your content to reach more people. This is the COPE method (create once, publish everywhere).

Also interesting is that Facebook owns #whatsapp and #instagram. Regardless of what channel you’re using, ultimately you’re using something owned by Facebook. Read the full articles in this week’s Economist (20th-26th July).