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Facebook Demographics Tempt Socially Conscious Marketers

Posted on March 5, 2009 by Chad

For businesses that target customers over the age of 26 and/or women over 55, you might consider a worthy website for your advertising campaigns.  Facebook has seen tremendous growth over the past few years, over 175 million active users, and this may just be one more hot channel to market in.

According to Media Post, 70 percent of Facebook users are above the age of 26.  Women above the age of 55 are the fastest growing user-group.  Who knew?  Here are a couple more Facebook statistics Media Post provides:

  • Women make up 56.2% of all FaceBook users
  • Women users in FaceBook over 55 nearly tripled to around 717,000 users since September 08
  • Teenagers on Facebook only make up about 12% of Facebook Users

In today's economy, utilizing as many marketing channels as you can to promote your products/services may not be a bad idea if the numbers make sense.  If you find that the ads are diminishing your brand or the return on investment does not meet your standards a simple click can end the campaign.

Remember, when using Facebook's advertising interface you will be able to target particular ages, sexes, relationship status, etc. with specific Ads.  Unfortunately, Facebook doesn’t offer a CPA (Cost Per Acquisition) model for ad spend, they only use CPC (Cost Per Click) or CPM (Cost Per Thousand). This is not necessarily a bad thing though. If your campaign is specific to your target audience and you know your demographic then your ads will be displayed to customers that have the highest percentage of conversions.

This however, is not an easy task.  Take the Proctor & Gamble attempt at marketing to their customers via Facebook as an example.  Both the “Crest Whitestrips Fans” and “America’s Favorite Stains” campaigns saw little to no social reactions because they failed to actually engage consumers.  While I believe Facebook could be a viable channel we also have to remember the media in which we are presenting.  Traditional ads that would be seen in magazines may not work in a social setting. If you are running a campaign via a social network the campaign has to be social in nature, even if you are looking at 175 million potential consumers.


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