For brand marketers, data is king—providing key insights into demographics, buying habits, household income, and more. Audience data can help marketers better reach their target consumers in a way that leads to a genuine connection with the brand, ultimately resulting in sales, loyalty, and trust.
When it comes to the female consumer, today’s marketers are faced with a huge and underdeveloped opportunity. Case in point: A whopping 75% of women identify as the primary shoppers in their homes. Women also control one-third of total US household financial assets, and are expected to control up to $30 trillion in financial assets by 2030. Because women hold the buying power in their households, it is not only wise, but also imperative for marketers to take the time to invest in the female consumer in a way that resonates… and sticks.
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But how? That is the million-dollar question, especially considering that 91% of women consumers feel misunderstood by advertisers. Although it is true that age, income, marital status, and children play a part in the female buying decision process, it is also fair to say that no two women think the same way or want the same thing. Savvy marketing pros are well aware that a woman’s buying habits are significantly different from that of their male counterpart. The biggest difference? Women want to feel heard, understood, and seen. They’re also more inclined to make impulse purchases, consider recommendations and reviews, favor convenience, remain loyal to certain brands, and value trends.
Considering the increased usage of social media worldwide, more female consumers are turning to their favorite apps to find, research, and purchase products from brands. With this in mind, marketers can use data to their benefit by creating content and ads on the social platforms being used most by women. Facebook is a good example, with 44% of women users more likely to ‘like’ posts, comment, share, and click on ads—a goldmine for advertisements and sponsored content. Women also spend an average of two hours and thirty minutes on social media each day—a large amount of time that’s up for grabs as marketers look to capture new audiences.
By exploring the analytics of female consumers on social media platforms, marketers can create tailored ads that speak directly to their audience and lead to a greater connection. Let’s consider the social media usage of moms, defined here as women with school-aged children. Eighty five percent of moms claim their social media usage has doubled since March 2020, with more than 79% leveraging Instagram and Facebook to discover new products and major online retailers (Amazon.com, Walmart.com, and Target.com) to make their purchases. Marketers looking to capture moms on social media need to understand what they’re looking for and create messaging that will resonate with them, while also understanding how the needs of this demographic have changed over the past year. How well a brand can speak to these needs – and establish a connection in the process – is ultimately what determines success.
Because the pandemic increased social media usage across the board, brand marketers have the advantage of knowing their target audience is not only present on social media, but that their consumers are also researching and shopping for various brands and products via these apps. Coupled with increased social media use, women are also more involved in the spending and investing decisions in their household than ever before. Brands and marketers that recognize this transition of wealth will be better positioned down the road.
Audience data is the foundation from which all brand marketing derives. Thanks to the vast data available on all female audiences, it is clear that women hold the purchasing power. That’s why we made it our mission at Socialfly to set a new standard for how brands communicate and resonate with women on social media. Women everywhere demand to be seen and heard, and are eager to support brands that understand their wants and needs. Marketers can tap into female-powered data and use it to their advantage to create advertisements that genuinely resonate with women. This leads to positive interactions with the brand, increased sales, brand loyalty, and organic word-of-mouth marketing. By consistently using up-to-date data, brand marketers can better understand the female audience and tailor their marketing accordingly. Rest assured, if your brand isn’t effectively communicating with the female audience, your competitors are, and they are taking your business with them.
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About the Authors
Courtney Spritzer is the co-Founder and CEO of Socialfly a leading social-first digital and influencer marketing agency. Socialfly helps brands communicate and resonate with women on social media through content creation, influencer management, and paid media buying. Throughout Courtney’s career, she has developed strategic social media plans for her clients and successfully implemented campaigns for 200+ companies and brands, including Discovery, WeTV, Conair, Girl Scouts, and Slimfast. In addition to her leading role at Socialfly, Courtney is also the co-Founder of Entreprenista Media and co-host of the Entreprenista Podcast, a platform providing resources to women entrepreneurs and business leaders and celebrates their successes. Courtney is the co-author of “Like, Love, Follow: The Entreprenista’s Guide to Using Social Media To Grow Your Business” and the recipient of the SmartCEO Brava Award and Drum’s 50 under 30 in Digital Marketing. She has appeared on Bloomberg, Entrepreneur, Mic, MarketWatch, CheddarTV and more, sharing her passion for helping women be successful and finding solutions to everyday problems. Reach out to Courtney on Instagram or LinkedIn.
An entrepreneur at heart, Stephanie Cartin walked away from her corporate career in 2012 to follow her passion to launch Socialfly, a leading social-first digital and influencer marketing agency based in New York City. Within eight years, Socialfly has blossomed to over 30 full-time employees and has been named to Inc. 5000’s fastest growing private companies two years in a row. The agency has worked with over 200 well-known brands including Girl Scouts, WeTV, Conair, Nest Fragrances, 20th Century Fox and Univision. Stephanie is the co-host of the Entreprenista Podcast and the co-founder of Entreprenista Media, a platform to highlight successful female founders. She is also the co-author of “Like, Love, Follow: The Entreprenista’s Guide to Using Social Media To Grow Your Business.” Stephanie has shared her knowledge and expertise in Bloomberg, Forbes, Entrepreneur, Refinery29, and CheddarTV. Stephanie is also a recent recipient of the SmartCEO Brava award, which recognizes the top female CEOs in New York and a Stevie Award for Women Run Workplace of the Year. Reach out to Stephanie on Linkedin or Instagram.
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