In our previous post, we discussed the power of African American consumers and how brands and marketers must tailor their messaging and marketing strategies in ways that reach them where they live, work, and play. This week, we’ll take a look at African American social media usage and the effectiveness of using social media platforms for marketing and engagement.
According to Nielsen and the National Newspaper Publishers Association, African-Americans are 44% more likely than total market consumers to create a social media profile (Sources: Nielsen: Resilient, Receptive and Relevant: African American Consumer 2013). Overall, 73% of African American Internet users—and 96% of those ages 18-29—use a social networking site of some kind (Source: http://www.pewinternet.org/2014/01/06/african-americans-and-technology-use/.)
The usage of social media sites such as Twitter, Instagram, and Facebook to reach African Americans have been proven to increase consumer engagement as 81% of African Americans are more likely to show support of a company via social media (Sources: Nielsen: Resilient, Receptive and Relevant: African American Consumer 2013).
Each social media platform enables the usage of pictures and messaging in order to create a specific market approach. The usage of images of African Americans in favorable settings, preferably showing interest in education and finance positively engages this market and will drive their responses.
Approximately, 27% of African Americans are active Twitter users and 38% are active Instagram users. Both of these numbers exceed the active Latino and White user base of the platforms (Source: Pew Research Centers Internet Project, September Combined Ominibus Survey, Sept 11-14, 2014 and September 18-21, 2014.) Digital campaigns are key for engaging these markets and must be tailored authentically for consumer engagement and loyalty. Utilizing QR codes, Facebook comments and conversations, Hashtag contests and campaigns on Twitter and Instagram are beginning strategies to use for outreach. For instance, 30% of African American millennials get news and information from Youtube and 45% of African-American millennials get their news and information from Instagram. Knowing who and where your market is digitally will produce the highest return on investment, conversion rates, and overall traffic. (https://www.americanpressinstitute.org/publications/reports/survey-research/millennials-technology-news-race-ethnicity/single-page/.)