Twitter and the diverse audience it serves
When it comes to affiliate marketing campaigns, cost efficiency is often a top concern. Affiliate marketing is all about return on investment, and by leveraging inexpensive advertising channels, affiliates can maximize their profits. This is why social media has quickly become a pillar of affiliate marketing campaigns – the channel is an extremely low cost tool.
Moreover, social networks such as Twitter are growing rapidly, giving affiliates a broader reach. According to a new report from Pew Research Center, the number of American Twitter users have surged since last November, increasing from 8 percent to 13 percent in May 2011 – a 62.5 percent growth. While the social network still lags behind its top competitor Facebook, the makeup of Twitter users may be more beneficial to affiliate marketers.
For example, 15 percent of affluent Americans use the social network, which means marketers are more likely to be interacting with well-off consumers. Additionally, these consumers tend to educated individuals, with 16 percent of Twitter users having completed college. Finally, Twitter users tend to be young, between the ages of 18 and 29. This is the ideal age bracket for many marketers, as this demographic has access to the most disposable income.
If affiliates want to reach certain targets with their marketing campaigns, they may also be interested in knowing that racial minorities tend to be more avid Twitter users than Caucasians.
“Non-white internet users continue to have higher rates of Twitter use than their white counterparts; indeed, the Twitter adoption gap between African-Americans and whites has increased over the past six months. In November 2010, there was an eight percentage point difference in Twitter use between African-American and white internet users. By May 2011, that gap was 16 percentage points,” Pew Research Center noted in the report.
What social media marketing ultimately comes down to is knowing your audience. If affiliates are selling luxury products, than Twitter may be an effective platform because of the high number of affluent users. Conversely, if they are trying to sell products to businesspeople, then LinkedIn may be a more effective use of their marketing budgets.
Either way, a social media presence is still vital. Through social media, affiliates can both promote products while developing their role as a thought leader within their industry.