Marketers often develop strategies to appeal to specific consumers. Whether audience targeting occurs via content creation or more traditional media outreach programs, having the ability to develop campaigns that resonate with the intended demographic is essential for a robust online presence.
A new study conducted by Sparkler, but commissioned by Facebook, sought to discover the most popular and frequently used social network among Europe’s most elite residents, and the results might interest U.S marketers. Naturally, the report found that the region’s top 20 percent earners used Facebook primarily for their social networking. The audience segments defined by Sparkler’s study ranged from the “Social Network Hungry” users who mainly use Facebook to share opinions to the “Business Elite” members who are professionally driven but depend on the social site for personal outreach.
The data shows that these consumers – with all their purchasing power and cultural influence – spend the bulk of their social media time on Facebook. Marketers back in the U.S. might be interested in learning where their country’s most affluent consumers congregate, and while certain blogs and hashtags suggest Instagram, the picture-based network still has a long way to go before it catches up with Facebook.
A survey conducted by SEI on the social media habits of wealthy Americans back in 2010 found that 70 percent of high-net-worth individuals use social media sites. Of those surveyed, 50 percent said Facebook was their top choice. The network still outshines Instagram in overall U.S. users.
Brands can develop social media marketing strategies that appeal to the world’s wealthiest buyers, but organizations must post compelling custom content to retain prospects’ attention. Sparkler’s report shows that Europe’s wealthiest Facebook segment – the Business Elite – have the highest privacy settings and only 8 percent will connect with “unknowns” on the social site. If this trend carries over to American buyers, brands must develop content marketing strategies that communicate trust, transparency and credibility in order to remain relevant to these high-profile leads.
