Knowing Your Audience: Who’s on Twitter? – by Chris Zaccaro

Without question, Twitter is one of the top social media platforms in the United States. Sitting pretty on the top shelf alongside other social titans like Facebook, Instagram and YouTube, the real-time, short message communication tool provides a unique and powerful platform to promote businesses/organizations or enhance personal brands and followings.

For proof, see the 2016 Presidential Election.

As many of us know, effective communication means knowing your audience – and in this case, that audience is everyone else clicking on the blue bird icon each day.

Thanks to recent findings from the Pew Research Center, we have a better understanding of the Twitterverse’s current makeup. Here I’ll share with you a quick snapshot of the findings, but for a more in-depth look, be sure to check out Pew’s April article entitled Sizing Up Twitter Users.

“Twitter users are nearly three times as likely to be younger than 50 (73%) as to be 50 or older (27%).” If you’re trying to promote a senior discount or sell a retirement villa, Twitter may not be the place for you. Age is a key demographic to consider when marketing a business, product or yourself.

“Twitter users are younger, more educated and more likely to be Democrats than the general public.” Like age, education is also a key demographic to take into account. For instance, people who have been to college are more likely to read a newspaper or book – which makes Twitter a useful platform if you’re sharing blog content, working within a news outlet, publishing company or any other situation where you’re seeking out an audience that wants to learn more.

“A large majority of tweets come from a small minority of tweeters.” In fact, 80% of all tweets from U.S. users come from only 10% of tweeters. That’s a huge discrepancy! The median user only tweets twice a month. This shows that the vast majority of folks on Twitter are looking for content, rather than providing content. Which is something the heavy tweeters are happy to accommodate because…

You’re more likely to gain followers if you’re more active on the platform and follow others. The top 10% of tweeters have a median number of 387 followers, compared to a median of number of 19 followers for the bottom 90% of tweeters. Those top tweeters, on average, also follow more than six times the amount of people that the bottom 90% do. This could be because they’re so active on Twitter that they want to see everything that’s going on, or they’re taking advantage of good ol’ fashioned Twitter manners: I’ll follow you if you follow me back! This is an old strategy that harkens back to the days of the original 140 character limit, but one that still seems to be working if you’re looking to boost your follower count.

So some interesting data indeed, for a social media platform that each day seems to become more and more indispensable. Here are some tips based on Pew’s findings that may help you in understanding the Twitter audience or boosting your follower count:

• Tweet more often than not to stay relevant
• Know that you’re talking to younger audiences
• Look elsewhere for older audiences
• Twitter is a great platform when looking for folks who want to learn
• Know that the majority of folks on Twitter are Democrats or Progressives
• Follow others within your target audience that you want to follow you
• Know that just because your followers are not tweeting doesn’t mean they’re not watching

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