Women love socializing and talking more than men do (apparently). In fact, experts insist that the fairer sex prefers engaging in social networking to dating or spending time with a significant other. No surprise, then, that it has been found women use every major social media channel more than men. A recent study by Pew Research found that 76 percent of online US adult females use Facebook, compared to 66 percent for online males. A similar percentage was recorded when it came to Twitter (18 percent/17 percent), Instagram (20/17) and Pinterest (33/8) as well. LinkedIn is an exception, with a 19/24 percentage.
This could be attributed in part to the fact that 46% of women turn to their smartphone first thing in the morning, as reported by Women’s Marketing Inc. researchers. And, 63% of them can’t keep from reaching out for their phones at least once every hour.
Here\’s a deeper look at why social media is ruled by women.
Men vs Women
Women enjoy sharing pictures and posts on Facebook, and rely on blogs for info on products and recommendations. The guys spend more time on YouTube, and are more targeted in their social media use. And, they are better at networking and relationship nurturing. Social media has been embraced to such an extent by women because it gives them a safe environment to voice their views, and have access to stimulating content. The biggest eye-opener of the study, however, was the fact that one-third of women now use Pinterest.
Rising Pinterest levels
The newcomer platform is already beating Twitter and Facebook in terms of trust amongst the ladies, with 81 percent of women in the U.S. stated that they trusted blogs and Pinterest. In comparison, only 67 percent trusted Facebook and 73 percent, Twitter.
61% women act on blog recommendations to make purchases, while 47% relied on Pinterest. And although the site lost to Twitter in terms of social media service most suited for making purchase decisions, (18-21 percent), Pinterest came out trumps in helping ladies gather product information (26 percent vs 18 percent), learn more about new products (39 percent vs 24 percent) and seeking advice (30 percent vs 29 percent). On the site, the top 10 pinners are all women, and each of them has more than five million followers.
Why is it so popular?
It is fuss-free
Which is the first step to successful marketing. The appealing layout gives consumers a chance to just see a picture with very little text. Facebook on the other hand is very wordy.
No constant updating, no overload of everyone\’s lives. It lets users share experiences in a positive zone without having to worry about etiquette.
How do you use social media to market for women?
Well, before that, here are some telling numbers.
- Women are more likely than men to sign up for emails in order to obtain deals and promotions. Sixty five percent of women have subscribed to email marketing messages in return for a freebie.
- Moms are avid social media junkies! Eighty five percent of moms look forward to receiving coupons, and 78% of them prefer to receive information about sales and promotions.
Understand that social media is not just a platform for distributing coupons and promoting your product. It is a way to build and nurture relationships.
Recognize Real Women
Look no further than Dove’s Real Beauty campaign, which changed the face of beauty marketing, for inspiration. Women are routinely bombarded with brand messages wherever they turn… and most of these messages, however indirectly, imply that they need to change themselves for one reason or the other. So, creating a positive connection with them is the way forward. Dove has struck a goldmine with its campaign that urges women to recognise their own beauty. The Beauty Sketches video has well over 4.2 million views and around 145 K Facebook likes. Need I say more?
Get on the right networks
You need to learn more about your target audience, so you know exactly which channels to focus your energies on. Find out on which social media platforms the women you are targeting are. Naturally, you should consider a presence on Pinterest if you haven’t already. And work out a formula to balance your time on each site. Email is also an extremely effective channel for communicating, sharing special discounts, and building trust.
Know your customer
Who is your customer? Yes, a woman, but what kind of woman? What is her age? Her marital status, her occupation, her nationality? What are her hobbies and passions? And, importantly, what is her income like? Spending time on finding your target audience will help you build a better brand through social media channels. This way, you will also be able to understand your brand’s core values better and figure out exactly how your product can and will benefit the woman you are targeting.
No cookie-cutter approach
You cannot reach all women with one marketing strategy- women of different ages and backgrounds access social media in various ways. For example, women under 40 might check their smartphones regularly, whereas women over that age could be more comfortable with their computers. Don’t stereotype them. Not all women enjoy cooking and shopping. And not all of them care two hoots about finding out how to get rid of tough stains from shirts. Be clear vision of your audience and its likes. Design your social media efforts accordingly.
Content is Queen
Providing information is the number one way to market to women. A recent study found that women are looking to build identities online, and that content shared on social sites is how they go about it. So, creating effective social media content can inspire brand loyalty over time. Ask women what they want and be consistent with the information you put out. Women can detect inconsistencies real quick!