Coca-Cola’s primary social media platforms include Facebook, Instagram, and Twitter. These social media platforms are unique from each other because of their demographic users. Facebook has 2.5 billion active users in the fourth quarter of 2019 (Clement, 2020). Users can have real-time interactions with photos, videos, comments, games, group activities, and more (Tuten & Solomon, 2018, p. 30). People from different age groups use Facebook daily. This social media platform is user-friendly for young and older adults, and it has existed for more than a decade. Moreover, one study shows that 69% percent of Americans have used Facebook, and there are no noticeable age group users on Facebook (Perrin & Anderson, 2019). Every Facebook user spends an equal amount of time on this social media. Therefore, Facebook is an excellent platform for Coca-Cola to diverse its target audience.
In addition to Facebook as the primary social media platform that Coca-Cola has used to approach its audience, the company has also used Instagram. Instagram is one of the sub-entities under Facebook management. One could say that Facebook is for everyone of all ages, and Instagram is for most young people. According to Chen, 75% of young adults from 18 to 24 years old use Instagram daily (2020). She further explicit that more than 45% of adults from 25 to 49 years old also use this social media platform (Chen, 2020). From this data, indeed, Instagram is best fitted for younger users. Since the consumer index for people between 25 and 44 is the lowest among other age groups (Chen, 2020), Coca-Cola should actively use Instagram to reach out to this demographic group. Thus, it helps increase the company’s product popularity across all age groups.
Twitter is another social media platform that Coca-Cola has been using to connect with its audience. Twitter is one of the most extended existing social media applications. The benefits of using this platform are that it can specify a target audience, provide a direct two-way conversation, and build brand identity. According to Wojcik and Hughes, Twitter users consist of younger, highly educated, and high incomes than US adults overall (2019). They further explain more than 30% of 18 to 49 years old users on Twitter. As a result, Twitter is another social media that best fit the Coca-Cola marketing strategy toward younger people. Since Twitter users are among the higher educated and higher-income groups of people, it is a perfect opportunity for Coca-Cola to reach out to this target audience and change their view of its products.
For more information, please refer to https://www.linkedin.com/pulse/coca-colas-presence-facebook-twitter-instagram-andy-phan
References
Chen, J. (2020). Social media demographics to inform your brand's strategy in 2020. Retrieved from https://sproutsocial.com/insights/new-social-media-demographics/#IG-demos
Clement, J. (2020). Facebook users worldwide 2019. Retrieved from https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/
Perrin, A., & Anderson, M. (2019). Share of U.S. adults using social media, including Facebook, is mostly unchanged since 2018. Retrieved from https://www.pewresearch.org/fact-tank/2019/04/10/share-of-u-s-adults-using-social-media-including-facebook-is-mostly-unchanged-since-2018/
Tuten, T. L., & Solomon, M. R. (2018). Social media marketing. Los Angeles: SAGE.
Wojcik, S., & Hughes, A. (2020). How Twitter Users Compare to the General Public. Retrieved from https://www.pewresearch.org/internet/2019/04/24/sizing-up-twitter-users/
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