When it Comes to Marketing, Women are the Original Social Network

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Women participate more on major social networks – including Facebook – than men do, according to a Pew Research study of U.S. online users. Given the fact that historically, women have driven social communication among friends, neighbors, families and communities in the offline world, it's no surprise that this behavior has transitioned online. Take a look at key stats from the Pew study that show the social media platforms women dominate:

• 83% of online women use Facebook, compared to 75% of online men
• 45% of online women use Pinterest vs. 17% of online men
• 38% of online women use Instagram vs. 26% of online men
• 25% of online women use Twitter vs. 24% of online men (clearly this one is neck-and-neck)

As for Snapchat, 70% of users are female, according to a study from Business Insider.

Based on our research at Female Factor, here are some key principles to keep in mind when it comes to creating marketing content to engage women on social networks:

1. Knowledge is social currency. In female culture, it's common for women to actively discuss the products and services they buy, which often stems from their role as “chief purchasing officers” for their households. Many women pride themselves on being a source of helpful information and resources for their family, friends and colleagues. 

With that in mind, educate your prospects and customers with insights, tips and credibility-builders that are compelling enough to share. Women tend to be in tune with the tastes, likes and dislikes of those closest to them.

2. Emotions inspire action. Whether you make people laugh, cry or ponder a subject in a way they never had considered before, emotions drive engagement, especially on social networks.

When you create content, ask yourself: What emotions am I trying to elicit? Brands are built on emotions, and buying is, too. Emotions inspire action.

3. A great visual can stop a thumb in its tracks.  To borrow a phrase, visuals are a good medium when well done. The movement of video has the power to stop people in their tracks, even with the sound turned off (just remember to use subtitles where you can).

When you write copy, ask yourself: Could this be a photo? Could this be a video? How about a filter? A colorful infographic? In a sea of internet text, our eyes land easily (and sometimes gratefully) on images. Invest in the best you can afford.

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For more on marketing & selling to women, find me at Female Factor or check out my book, Why She Buys.