Masculine & Feminine Social Media Content
February 17, 2015
So here’s a question that’s been around for some time– what do women want?
And what do men want?
Before I dive off the deep end of the existential pool here, I am specifically talking about social media (but of course!), and the type of posts men and women engage with the most. Do the genders respond to the same content differently?
Yup, they totally do
It’s no secret that women are more active on “visual” platforms like Tumblr, Pinterest and Instagram, while men spend more time on networks like LinkedIn and YouTube. But what “type” of content do the genders respond to on more generic platforms like Facebook?
To answer that, I conducted a small, informal survey using my own Facebook account (sorry peeps, its all for a good cause!). For a month, I posted different types of content on Facebook – from inspirational quotes to career tips and the occasional rant. And we watched the “likes” pattern. Just like how sometimes huge research comes back with some inane confirmation, this project clearly highlighted the sheer feminine and masculine responses to FB posts.
Focused vs. Broad-based
Posts on career growth, focused tips and big-picture thinking received most male engagement. Meanwhile, posts on relationships (especially parenting), inner wisdom and thinking, and more general inspirational posts received more attention from women.
What does this mean for brands and their content?
Be smart. Use the demographical data that you have on your audience to your advantage. Many large brands that have a high rate of engagement on social media do just that! However, don’t go overboard with this theme otherwise you might alienate the secondary group.
Do some big picture analysis and current topical trends for both the sexes and engage on new grounds and interesting topics that matter to your brand as well. It’s good to showcase a thinking mind within your brand content on social media. To rephrase a well known quote, one would rather be with an intelligent brand on social media than with a dumb one on broadsheet ads!