It?s no secret that women rule the world of social media?especially the famous ones?so why do marketers pretend that their social content need only appeal to men to succeed"
While women are generally more active than men on social media, the split is even more defined on Instagram (the second-most-popular social channel in the U.S., after Facebook) where women will make up 58.3 percent of the total user base by the end of this year. It?s not just that women represent more users on the increasingly popular channel–it?s that they are engaging with content much more frequently than men; nearly 60 percent of Instagram?s weekly users are women.
With all of that data available to us, you?d expect to see a lot more ads directed at women, right" But campaigns like Under Armour?s I Will What I Want and Always? #LikeAGirl still feel like one-offs. We celebrate them, the brands see positive consumer engagement, awareness goes up and sales increase, and then we?re back to asking women if they are beach body ready the very next day. The Sprite #BrutallyRefreshing campaign earlier this year resulted in a massive backlash from women all over the world, despite the fact that the campaign only ran in Ireland, and parent company Coca-Cola was forced to issue a public apology.
Knowing that every advertisement, whether it originates in social or not, will likely end up there, and that women are dominating the social space, why do advertisers insist on relying on overused and...