How Social Media Failed Men And Made Marketing More Expensive

Marketing professionals named targeting as one of the major trends in 2014. Targeting the people who matter most to your business is essential for effective marketing, particularly digital marketing. Different social media platforms offer vast possibilities for businesses to target their messaging. You can target by age, gender, interest, or a million other options.

If you or your marketing firm has ever tried targeting a specific group on social media, you may have noticed that the more precise you get in defining the audience (basically, your potential clients), the more expensive it gets. It does make sense, doesn’t it? You get what you pay for. If you are precise, you will reach people who will most likely become customers, and not merely those interested in the industry.

Do you know what else makes the cost of advertising rise? Try targeting men. Growing a community of male users seems to be harder and take more time and resources than expanding a female community. And we can you tell you why: social media has failed men.

Everyone knows that women like to chat with girlfriends, share news, and comment on photos of cute babies and puppies. And a recent Pew study shows that women like social media, maybe even more than they like men. Women were easy targets for the early social networks. Men tried to protest, but they were too hard to please, and they were left behind.

So today, more women use social media than men. But men have a greater spending power and more influence. According to Tweet-Q, male users are retweeted twice more on Twitter than female users . When tweets are tech-related, the ratio skyrockets to 85% retweets of male users vs. 15% of female users.

As social networks increase in size, they look for new directions to grow. Business marketers understand the gap they have created by concentrating all their marketing efforts on one gender. It is the time for social media to look at online male users and see their value.

GillespieHall Editor
GillespieHall is a results-first PR agency specializing in digital marketing and social media. We cut through the noise. Learn more about GH.
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