Demographic Data: Understanding Your Social Media Audience
Who are our current social media followers? Who are we trying to reach? How do we target our audience? For any organization, these questions come up when thinking about target market and audience demographics, especially when building and creating content.
Demographic data relates to the population and particular groups, such as geographic, gender, age, and language. These metrics are essential to understanding your audience – as they assist with all facets of your company like marketing, advertising, partnerships, sales, and ticketing.
In Blinkfire, we offer follower and video viewer demographic data to help you build new followings, adjust content strategy, and discover insights on different audiences. To get more specific, we’ve broken down each demographic category that we give users access to with specific use cases to spark your imagination.
Follower demographics consist of many things, but the main points of data for social media come from gender, age, geography, and language. Blinkfire provides follower data for Facebook, Twitter, Instagram, and Douyin.
Gender + Age Data
While people of all ages and genders have similar interests, there are a lot of generational and gender-specific trends in our world. An influencer like Jo-Jo Siwa might be very popular with females ages 18 to 34, but males aged 45 to 54 might not know who she is. Understanding your organization’s growth or decline in specific age groups can give you insights into how to adjust your content strategy. Similarly, with gender, pushing more male or female-targeted content affects your follower’s gender breakdown and can influence content decisions.
Use Case: You run influencer marketing and want to partner with five influencers to promote your upcoming jersey release on social media. Age and gender demographics can help you choose influencers that will help you reach new demographics or strengthen your hold in other demographics (example: 18 to 24-year-old females and 25 to 34-year-old males). You can then track your success with demographic data to see how your jersey release performed within those demographics.
As technology continues to shrink the world, geographic data is relied on for many marketing tasks like advertising and social media. Organizations are looking to build their following past their own city, state, or country of origin. Blinkfire’s social media geographic data helps show your reach by city and country, and gives insights into how your marketing tactics are building up in specific areas over time.
Use Case: You’re the social media manager for a NBA team, and the team’s social media follower breakdown weighs heavily in Asian countries. To better reach those fans, your team could create or put more emphasis on Asian-specific accounts like WeChat, Douyin, and Sina Weibo. Not only are you nurturing those fans with more access to curated content, but you are also adding opportunities for exposure by posting on more accounts.
While your organization probably has a primary language for marketing, you are bound to have followers that speak another language. Finding ways to “talk” to those followers authentically while tracking performance can bring insights into your evolving strategy. Having different accounts for different languages is a common way sports organizations spread their brand to people from all backgrounds.
Use Case: You’re a soccer team that wants to reach younger Spanish-speaking fans across the United States, and you’ve thought about creating dedicated Spanish social media accounts. Tracking the percentage of Spanish fans throughout the year gives insights into what social media content is making an impact.
Demographic data points are great to provide your current and potential partners, but they can also service your organization. Blinkfire’s customizable date range in our demographics report allows users to compare demographic data over time to show growth.
Twitter Follower Overlap
On Twitter, you also have access to follower overlap data, which gives you insights into which other accounts your followers are also following. Getting insights into your followers’ interests can be valuable information when working on collaborations and content strategy.
Use Case: You work for MLB’s social media department, and you want to know what other teams and leagues your followers are interested in (follower overlap image below). The top three entity follower overlaps are with the NFL, NBA, and UFC. To cater to your followers’ interests, the next time a star player from these leagues throws out a first pitch or enjoys a day at the ballpark, you can make sure to snap photos that tie in with your content schedule. The top two teams with follower overlap for MLB are the New York Yankees and Chicago Cubs. As part of the MLB’s social media team, you can’t post every highlight from every game, but highlights from the Cubs and Yankees might perform better with fans as the two teams’ follower overlap is most similar to the MLB .
Video Viewer Demographics
Video viewer demographics are also available in Blinkfire to give insights into your video content audience. These might differ from your overall follower demographics and give you an edge with specific audience segments. Like follower data, the below images are taken directly from Blinkfire’s Viewer Demographics Report and include view time by identifying gender, age, age + gender, country and continent.
View Time by Gender
View Time by Age
View Time by Age & Gender
View Time by Country/Continent
Use Case: You work for a soccer team, and the social team just launched a video series on YouTube and Facebook. To target a younger, more female audience, you created a “Get Ready With Me” series showing how your team’s fans get ready before attending a game or watching at their favorite bar. Viewership demographics will play a large part in not only driving video content strategy but also in understanding how videos series’ are performing
Your audience is your power when it comes to partnerships and sponsorships. Organizations need to track follower and viewer demographics to bring valuable data to potential and current partners as well as build great content strategies and nurture audience growth.
Track and Report on your Demographic Data with Blinkfire
Whether you’re a team, player, league, or organization, tracking your follower demographics is essential to maximize value. On top of follower demographics, teams need to track how engaged their followers are by tracking content and sponsorship value. Blinkfire empowers partnership and social media teams with the most accurate, real-time social media and sponsorship data powered by our patented, proprietary AI technology.
Interested in learning more about how Blinkfire can help track your follower demographics and value your sponsorships on social media with advanced data reporting?