Social media penetration has reached new heights, and agile brands can capitalize on new members by optimizing social content.

A strong social media marketing campaign is more lucrative than ever, as the number of adopters continues to soar. The Pew Internet & American Life Project recently revealed that 72 percent of adults in the United States are social media users, up from 8 percent in 2005. Brands that develop internet marketing strategies to foster stronger engagement through social media networks get their collateral in front of wider audiences.

Social media adoption is even higher among certain age demographics. Around 89 percent of consumers between 18 and 29 years of age are members of popular networks like Facebook, Twitter and Google+. Slightly less (78 percent) of people aged 30 to 49 are social site users and 60 percent of those within the ages of 50 and 64 have signed up for their own accounts.

Because membership spans age groups, social media marketing is an effective way for brands across industries and niche sectors to connect with customers. However, customization is the key to any web campaign, and social content is no different. For Posts, Pins and Tweets to generate results, they must be optimized for target audiences.

Brafton recently reported that it might be easier than expected for marketers to miss the mark with social updates. A report found that differences as obvious as language among multilingual audiences, and as subtle as using the appropriate tone for specific user groups can affect a marketing campaign’s success.

With the data marketers can collect through content analytics and social listening, it’s becoming easier to determine which approaches earn clicks and shares. Some companies will find their customers prefer highly visual posts, while others are more engaged when prompted with questions or provided access to exclusive offers. As membership grows, companies will also need to adjust their strategies to appeal to broader follower groups.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.