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Hey, big spenders!To understand the secret to Pinterest’s $5.0 billion valuation, you only need to know one word: female. That’s what Business Insider argued last year when it said the high price for this social media site was justified because the majority of its users are female — and females are the household spenders, responsible for 85 per cent of consumer purchasing decisions.
While Mom holds the purchasing power, that doesn’t mean she’s easily swayed.
There are four things you need to know about targeting this female consumer.
Feature reviews prominently on your site and provide incentives to consumers to review products that are currently unrated.
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Best practice:
# 1
Mom’s Makethe Decisions
Moms may be the decision makers in their households but they’re not coming to conclusions on their own. In fact, about 84 per cent of moms search for recommendations online before making a purchase.
84%
Utilize your company’s mission statement as a benchmark for consistency and authenticity. Before every post, pin or tweet, ask yourself if it adds value to what message you’re trying to send about who you are as a company.
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Best practice:
# 2
Consistencyis key
Instagram: Since you cannot include links in your Instagram posts, it won’t help your objective to drive traffic to your website or blog – making Instagram a better platform to drive brand awareness than drive traffic.
Pinterest: The Pinterest platform does allow you to link content back to your site, but because of its visual platform, it’s best used for companies that have enticing visuals to share, which will encourage users to follow them.
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FemalesareComparisonShoppers
84% of Millennial (those born between 1980 and 2000) Moms use Facebook, compared to 73% of the general population.
Females, in general, dominate social media especially Facebook and more visual sites like Pinterest and Instagram and are less likely than men to be on YouTube, Reddit, and Google+.
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Where are theMoms?
Quick Facts
Each social media platform can be used in different ways to fulfill certain objectives.
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Best practice:
# 1
Determine yourSocial Media Goals
Instagram: Since you cannot include links in your Instagram posts, it won’t help your objective to drive traffic to your website or blog – making Instagram a better platform to drive brand awareness than drive traffic.
Pinterest: The Pinterest platform does allow you to link content back to your site, but because of its visual platform, it’s best used for companies that have enticing visuals to share, which will encourage users to follow them.
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InstagramversusPinterest
Facebook: You’ll need to compete for Moms’ attention amongst all the other posts she sees from family and friends (which is especially difficult for brands to do organically, thanks to Facebook’s algorithm changes).
Twitter: On Twitter, every single tweet you send out has the possibility of being seen by Mom. 9
FacebookversusTwitter
Facebook and Twitter can both be used to reach a wider audience by engaging in Twitter chats, parties, and using hashtags to ensure your message reaches a wider audience.
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Where are theMoms?
Quick Facts
The Pew Research Internet Project’s recent study on social media statistics and demographics help shed some light on which platforms your consumers are using.
Moms use social media platforms for different purposes. Your marketing strategy depends on how moms are using the platform.
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Best practice:
# 3
Understand theMom Audience
Facebook: 92% of Moms use Facebook to share family photos and milestones and say they mainly use Facebook for socializing and sharing.Twitter: Moms use Twitter to keep up to date with news, brands and celebrities and to pass the time and stay connected. sharing.Pinterest: The visual, made-to-share platform makes it easy for Moms to use it for inspiration – for home renovations, baby planning, meal ideas and healthy living.
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A BreakdownWhich PlatformforWhat?
If you want to meaningfully engage with consumers on social media, you need to have something worth sharing. An important consideration before you begin your social media campaign is to determine if you have the right type of content for that platform.
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Best practice:
# 4
Type of Content
For example, you’ll need to create incredible visuals, at least three times a week, to gain traction on Instagram. If you want to gain a following on YouTube, you’ll need to commit to creating short and long videos once a week. For Twitter, best practice is to tweet three to as many as fifteen times a day – depending on what you’re tweeting. On Facebook, you’ll need a mix of photos, text updates and even short videos or slideshows that you can share on a consistent basis.
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ContentProduction
Are you Committed?
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In conclusion?Regardless of which platforms you choose to be on, keep in mind that the majority of Moms – a whopping 73% – use social media for brand and product recommendations, which is one of the reasons that socially connected Moms outspend non-socially connected moms in every single brand category (toys, technology, food, health and more).
Understanding what Moms want and how they’re using these platforms means not only reaching your ideal consumer but also influencing the biggest online spenders.
Attract. Engage. Convert.
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