Have You Ever Wondered Why Your Business Social Media Does or Doesn’t Get the Attention It Deserves?

In today's fast-paced digital world, social media has become an essential tool for businesses. Whether you're a small business owner, a startup entrepreneur, or part of a large corporation, having a strong social media presence is crucial for reaching your audience, building your brand, and driving sales. Yet, despite your best efforts, you might find that your social media posts aren't getting the attention you think they deserve.

Have you ever posted something you were sure would generate engagement, only to be met with silence? Or maybe you've noticed that fellow business owners and friends, who express support in person, rarely engage with your posts online. If so, you're not alone. These experiences can be frustrating, but they may also reflect broader trends influenced by cultural, regional, and demographic factors.

In this blog post, we'll explore the complex dynamics of social media engagement, examining how regional differences, age groups, and social demographics shape online behaviours. We'll also reflect on whether reactions to social media posts are truly the be-all and end-all for your business's success.

Understanding Social Media Engagement: A Global and Demographic Perspective

1. The United Kingdom: A Reserved and Professional Approach

If you're based in the UK or interact with British audiences, you might have noticed a certain reticence in social media engagement. This reflects broader cultural norms and demographic influences.

Cultural Reserve and Age Influence: The British cultural tendency toward reserve and understatement often translates into more conservative online interactions. According to a study by the UK’s Office for National Statistics, only 28% of Baby Boomers in the UK are active on social media, compared to 85% of Millennials. This generational gap highlights how older generations may be less likely to engage openly with social media content, preferring to keep their online interactions professional, particularly on platforms like LinkedIn, where maintaining a polished image is key.

Professionalism Over Enthusiasm: Among British business owners and professionals, there is often a preference for maintaining a high level of professionalism on social media. This can lead to more carefully curated posts that focus on industry insights, case studies, and thought leadership rather than personal achievements or direct promotions. Research from Deloitte suggests that 63% of UK professionals prefer to use LinkedIn primarily for professional networking and content consumption, rather than for social interactions, indicating a more subdued approach to online engagement.

Social Demographics: In the UK, social class can also influence social media behaviour. A study by the Pew Research Centre found that 41% of people from higher-income households are less likely to publicly engage on platforms like Facebook and Instagram, compared to 56% of those from lower-income households who are more active on these platforms. This suggests that the upper-middle and upper classes may prioritise privacy and discretion, resulting in less frequent public engagement.

Implications for Business Owners: When targeting a British audience, it's important to manage your expectations regarding social media engagement. A lack of visible interaction doesn't necessarily mean a lack of support. Tailor your content to suit the preferences of different age groups and social demographics, and consider that older or more affluent audiences might prefer to express their support in more private or indirect ways.

2. The United States: Purpose-Driven Engagement Across Age Groups

Social media in the United States is often seen as a critical tool for business growth and personal branding. This cultural approach drives a different kind of engagement, influenced by age and social demographics.

Purpose-Driven Usage Across Generations: In the US, social media is used with a clear purpose, whether it's networking, personal branding, or driving sales. Data from Statista shows that 72% of American adults use social media, with significant variations across age groups: 84% of Millennials, 74% of Gen X, and 45% of Baby Boomers are active users. This indicates a strong culture of social media adoption across generations, with different motivations driving their engagement.

Cultural Celebration and Social Class: Americans generally place a strong emphasis on celebrating success publicly. A survey by Sprout Social found that 71% of US social media users are more likely to engage with content that celebrates success, with Millennials and Gen Z being particularly responsive to such posts on Instagram and TikTok. Meanwhile, Baby Boomers and Gen X might prefer platforms like Facebook or LinkedIn for sharing achievements within a more professional or personal context.

Social class also plays a role in how Americans use social media. Research by the Pew Research Center indicates that 68% of higher-income users are active on Instagram, compared to 51% of those from lower-income households, highlighting the platform’s appeal among affluent demographics who often use it to showcase their lifestyle and professional achievements.

Implications for Business Owners: If you're targeting an American audience, embracing a more direct and celebratory approach to social media can be highly effective. Tailor your content and engagement strategies to the preferences of different age groups and social classes. For example, use LinkedIn and Facebook for older and more affluent demographics, while leveraging Instagram and TikTok to connect with younger audiences.

3. Asia (Excluding China): Playful and Creative Engagement Varied by Age

Social media usage in many Asian countries is characterised by creativity, playfulness, and a unique set of cultural norms that influence how business is conducted online.

Playfulness Across Age Groups: In countries like Japan, Thailand, and South Korea, social media is often a platform for creative expression. According to eMarketer, 73% of Millennials and Gen Z in these regions actively use platforms like Instagram, TikTok, and LINE, where they share visually appealing, humorous, and engaging content. Older generations might use platforms like Facebook or localised platforms, but they tend to engage in a more reserved and respectful manner.

Respect and Indirectness: Cultural norms in Asia emphasise respect, harmony, and indirect communication. A survey by Kantar Media found that 59% of social media users in Japan and South Korea prefer not to engage with promotional content directly, highlighting a cultural preference for subtlety and respect in online interactions. Younger users might be more open to engaging with brands, especially if the content is entertaining or culturally relevant, but even they may prefer to do so in a way that feels socially appropriate.

Social Demographics: In Asia, social demographics, such as socioeconomic status and urban versus rural living, can also influence social media behaviour. Data from GlobalWebIndex suggests that 81% of urban, middle-class, and affluent users in Southeast Asia engage with global social media platforms and brands, while rural and lower-income users might prioritise localised platforms and content that resonates with their daily lives.

Implications for Business Owners: If your business operates in or targets Asian markets, consider adopting a more creative and culturally sensitive approach to social media. Tailor your content to resonate with younger, more digitally active audiences while respecting the cultural preferences of older or more traditional demographics. Recognise that engagement may be less direct but no less meaningful.

4. Central to Southern Africa: Enthusiastic and Community-Oriented Social Media Across Age Groups

In many parts of Africa, particularly in central and southern regions (though I have noticed in other countries, Kenya to the east and Nigeria to the west), social media is used with enthusiasm and a strong sense of community. This trend spans across different age groups and social demographics.

Active Engagement Across Generations: Social media platforms like Facebook, WhatsApp, and increasingly Instagram are extremely popular in African countries. According to a report by We Are Social and Hootsuite, 76% of Internet users in Africa are active on social media, with Facebook and WhatsApp being the dominant platforms. Both younger and older generations use these platforms to stay connected, share content, and engage with their communities. Younger users are more likely to adopt new platforms like TikTok, while older users might stick to Facebook and WhatsApp.

Community and Support: African cultures place a strong emphasis on community and solidarity, which is reflected in social media behaviours. A survey by GeoPoll found that 85% of social media users in Southern Africa are likely to like, share, and comment on posts, especially if they feel a sense of connection to the business or individual behind the content. This communal approach to social media can lead to higher engagement rates, particularly when content resonates with shared values or local relevance.

Social Demographics: Social media usage in Africa is also influenced by factors such as urbanisation and income levels. Urban, educated, and middle-class users are more likely to be active on multiple platforms and engage with a variety of content, including international brands. In contrast, rural and lower-income users may primarily use Facebook and WhatsApp to connect with family and friends and engage with content that is locally or culturally relevant.

Implications for Business Owners: If your business targets African markets, leverage the community-oriented nature of social media to build a strong and supportive online audience. Tailor your content to resonate with the values and interests of different age groups and social demographics. Engage actively with your audience by participating in conversations, supporting others' posts, and fostering a sense of community.

Beyond Likes and Shares: The Real Value of Social Media Engagement Across Demographics

In today’s digital landscape, likes, comments, and shares are often viewed as the primary indicators of social media success. However, these metrics only scratch the surface of the true impact that your social media efforts can have, especially when considering the diverse behaviours and preferences of different age groups and social demographics. Understanding the broader picture of engagement across various demographics can help you build a more effective and inclusive social media strategy.

1. The Value of Silent Observers Across Age Groups

One of the most common frustrations for business owners is the apparent disconnect between online engagement and the feedback they receive in person. Many have experienced situations where someone praises their social media content during a face-to-face conversation, despite never having interacted with the post itself. This phenomenon is particularly prevalent among older generations and certain social demographics who prefer to observe rather than openly engage online.

The Silent Supporter: Not everyone who appreciates your content will engage with it in a visible way. For instance, Baby Boomers and Gen X users often consume content without feeling compelled to like, comment, or share. A study by Forrester Research found that 52% of adults aged 45-64 prefer to "lurk" on social media—observing content without actively participating—compared to only 31% of Millennials. This highlights how individuals from more reserved or private social demographics might shy away from public interaction, even if they find your content valuable.

Engagement Isn’t the Whole Story: It’s crucial to remember that metrics like likes, comments, and shares only provide a partial view of your content’s reach and influence. These numbers don’t fully capture the impact your content might have, especially across different age groups and social classes. Silent observers can still be deeply influenced by what you post, potentially becoming loyal customers or advocates for your brand in ways that aren’t immediately visible online.

Personal Case Study: While driving on the M27 from Southampton to Whiteley, Fareham in southern England, I received a hands-free call from a woman named Melanie, who had discovered my business, Future Point 4 Business, through LinkedIn. She inquired about the possibility of creating a video animation, and although she had seen and appreciated my posts, I later noticed that Melanie hadn’t liked or commented on any of them. Despite this lack of visible engagement, my content had clearly resonated with her, leading to a potential business opportunity. This experience highlights the significant reach and influence your social media presence can have, even when it isn’t reflected in standard engagement metrics.

2. Quality Over Quantity: The Importance of Meaningful Interactions Across Demographics

It’s easy to get caught up in the numbers game, focusing on the volume of likes or comments a post receives. However, the quality of these interactions often holds more weight, particularly when considering how different age groups and social demographics engage with content.

Meaningful Engagement Across Ages: Meaningful interactions are those that lead to deeper conversations, stronger relationships, or tangible business outcomes. For example, a thoughtful comment from an older, seasoned professional on LinkedIn may carry more value than dozens of likes from younger users. Similarly, a share by an influential figure within a tight-knit community can significantly impact your business, far beyond what a large number of anonymous likes might achieve. According to LinkedIn data, posts that receive comments are 2.5 times more likely to drive business outcomes than those with just likes, emphasising the importance of meaningful engagement.

Strategic Networking Across Social Classes: Social media should be a platform not just for broadcasting your message, but for fostering conversations and building relationships with a diverse audience. By responding to comments, asking questions, and showing genuine interest in others’ content, you can build trust and loyalty. These qualities are invaluable in the long run and often outweigh the importance of a high number of likes, especially when considering the differing behaviours of various age groups and social classes.

3. Offline Impact: How Social Media Influences Real-World Outcomes Across Demographics

Ultimately, the goal of any social media strategy is to drive real-world outcomes, whether that’s increasing sales, attracting clients, or enhancing your brand’s reputation. This principle holds true across all age groups and social demographics, though the ways in which social media influences offline behaviour can vary.

Offline Conversations Across Age Groups: The value of offline conversations that stem from your online presence should not be underestimated. When individuals, particularly those from older or more reserved demographics, mention your social media posts in person, it’s a clear indication that your content is resonating, even if this isn’t reflected in online metrics. These offline interactions can lead to new opportunities, referrals, and business growth that might not be immediately apparent through online analytics alone.

Brand Perception Across Social Classes: Consistent, high-quality social media activity plays a crucial role in shaping your brand’s perception across different social classes. Over time, this can help build credibility and trust, which are essential for long-term success. While more affluent demographics might appreciate polished, professional content, working-class audiences may respond more to authentic, relatable messaging. A study by Nielsen found that 68% of consumers trust brand content that feels authentic, with this trust being particularly strong among working-class demographics.

In conclusion, while likes, comments, and shares are valuable, they do not capture the full spectrum of social media success. By recognising the importance of silent observers, focusing on the quality of interactions, and understanding the offline impact of your online presence, you can craft a more effective and inclusive social media strategy that truly resonates across demographics.

If you would like social media services from Future Point 4 Business based upon the above, then feel free to get in touch: 02381 55 00 77 / [email protected].

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By Phil Avery
Sources:

• Office for National Statistics: Data on the social media usage of different age groups in the UK.
• Deloitte: Research on UK professionals’ use of LinkedIn for professional networking and content consumption.
• Pew Research Center: Studies on social media engagement across different social classes in the UK and the US.
• Statista: Data on social media usage among different age groups in the United States.
• Sprout Social: Survey on engagement with success-celebrating content across social media platforms in the US.
• GlobalWebIndex: Research on social media engagement in Southeast Asia, focusing on urban versus rural demographics.
• We Are Social and Hootsuite: Report on social media usage in Africa, highlighting popular platforms and engagement trends.
• GeoPoll: Survey on social media engagement behaviors in Southern Africa.
• Forrester Research: Study on social media lurking habits among different age groups.
• LinkedIn Data: Statistics on the impact of comments versus likes on business outcomes.
• Nielsen: Study on consumer trust in authentic brand content, particularly among working-class demographics.