Women’s leadership in social networks can tear down old stereotypes and demographic categories, generating a real impact on media, advertisement and entertainment. This is how it is seen by specialists and studies that analyze female leadership in the Internet, and particularly, in social apps.
Women are more active on social media; they use it more and participate more than men. This is why it is believed that they will mark trends from now on, since they have typically adapted faster to the technology.
Soraya Fragueiro, ConnectAmericas Social Media Strategist, affirms that the increasing active participation of women and teens is in part due to an emotional component that prevails in each action that they carry out on social networks, including purchases.
This is why many brands and institutions have strategies that directly target women with messages using touchy pictures, warm colors, direct but kind language, and videos with catchy yet sophisticated music, indicates the specialist.
As to the different networks, Fragueiro points out that Pinterest and Instagram are two channels that have become mostly feminine, while Facebook comes in third. This is something that doesn’t happen with Twitter and Youtube, which have a predominantly masculine audience.
Oliván considers that: “Women today are the pampered children of the market. They hold power in their hands to decide, or at least influence, almost anything, such as cars, technology, tourism, beauty, medicine, household and children’s items. This is why brands are increasingly setting their eyes on women, seeking to attract them and keep them loyal.” In this regard, social networks represent a powerful communication channel for reaching current and prospective customers, to create community and involve women in disseminating their messages.
Brand expectations marketing to Women Vs. Men in Social Media
As to content generated by different brands on social networks, we can make distinctions between the two genders. While women tend to know the news, sales and discounts, men only follow them because they like them or because they identify with the brand but they do not engage in a relationship with the company that they are following. Women, however, generate feedback; they give their opinion on products and participate in sweepstakes, among others.
Oliván explains that when women participate in social networks they can, for instance, upload photos on Instagram and at the same time “like” a post on Facebook and share a link on LinkedIn. They can create a triple threat marketing blast in seconds. Men, in contrast, have a more linear participation. “In general, they are more selective when engaging in conversations and tend to share similar-format content,” she adds.
So the bottom line is if you are creating Instagram campaigns, Pinterest tags or still using Facebook as your media channel, Women are the ones that will help you succeed in getting LIKE, SHARES, COMMENTS and SALES.
Resources: Huffpost, Americas Connect, American Express, Pew Research Center, Digital Women Influencers