What we do is use social media for a variety of different reasons, mainly for entertainment, to shop, network, or gather information. When it comes to how men and women react, its usage becomes a lot more direct and distinct. What this information does, is becomes important for marketers when better targeting demographics for their product or service.
What your social media strategy needs, is to consider and adapt to these variances. Depending on what you’re marketing, you should be approaching and delivering your social media objectives and messages differently to the sexes, based on these findings.
To perform this well, know how men and women approach social media differently. What’s been refined is the thought processes and reactions, this on how each attacks and reaches their objectives once they find the results they’re searching for.
What social media experts claim, is that these differences has been pinpointed to close a science as possible. Particular behaviors on how men and women will approach social medium. These differences should be taken into account, if you’re wanting to reach them better.
Women Relate More: Men Couldn’t Care Less
When it comes to the offline world, what women care about is making the exact adjustments in precise detail. Such as the wallpaper in their house needs to be a particular design or color. Their shoes need to match their wardrobe perfectly.
The reason for this, is because women will intrinsically associate these details as a part of their image and identity.
When online, women will similarly view the homepage of their website, the design, images, and their social profiles as their home, as an extension of themselves. This to the point they won’t dare to share or post an image online, that’s not to their exact liking.
If there’s an image or a post that they do like, they’ll share it extensively across all of their various social media platforms, claiming it as their own.
Since the Internet is more of a visual tool than it is textual, if you’re wanting to attract more women to your product, then post images which women will “like,” and will want to share with the online world.
Women Think When Talking: Men Think Before Commenting
When a woman decides to write a comment when on an online forum, social media or chats, they’ll discuss what they're thinking in real time, this on their consumer or brand preferences, or their annoyances.
What men will do, is formulate their own ideas first, and then decide to participate by adding them to a discussion forum.
It’s found that men and women, uses forums or chats for different purposes. Since women discuss their ideas and there’s more active dialogue, the opportunity exists to convince them to your side of the argument.
Men are likely to be more direct, rigid on what they’re thinking beforehand. As a result, it’s easier to gather information off them, but more difficult to sell to them, since their ideals are usually already formulated.
Women “Window” Shop: Men Are Task Driven
What’s known in the physical world, is that women love to window shop. They’ll do so for hours, trying on clothes or shoes, price and comparison shop, usually for entertainment.
Men on the other hand, will have a clear objective in mind when shopping. They’ll enter a store with a strict list of items to purchase, select them, and then leave the store as soon as possible.
This is no different online, as women love to browse, window shop on social media for hours. What they’ll search for, is the perfect image on Pinterest or Instagram. Men will also search, but rarely to this extent.
Women will see banner ads as an opportunity to explore further. So if your brand is targeted towards women, make sure that it’s visually stunning, with plenty of images on your site that they can browse through.
Offer them dozens of images on your marketing campaign, and then allow them to share, pin, or tag their favorite ones. For men, just offer them a few photos, so they can choose the best one.
Men Focus Singularly: Women Tend To Multitask
Although cognition experts claim that the human brain is incapable of multitasking, and just able to handle one task at a time, it appears that women have perfected juggling various “tasks,” this to be more efficient.
Woman are able to speak on the phone, skim through their newsfeed on Steemit or Facebook, while eating a sandwich, all simultaneously.
Men prefer not to, as they would rather do singular focused research, this on a particular subject which interests them, such as emailing a colleague an article that they found on LinkedIn.
This is the reason why women will generally have a higher click-through rate on banners than men will, and it’s not because of impulse, but because of quicker brain processing.
So to design banner ads which targets women, the ads should be targeted differently than they would for men. Decide what type of ads that you would design for women, who are efficient multi-taskers.
Based on ad tracking metrics, what’s found is there needs to be a person making eye contact in the ad, preferably centered near the middle of the ad. The ad needs to express but not state your brand. Then the majority of women should be attracted to it.
So… Men Do Think Differently
It’s found that men will focus more on blog articles or advertorials, and will decide once they’re convinced. So to get better conversions from men, it’s recommended placing a link or a call to action button, at the end of the article.
When it comes to the sales page, place subtle prompts such as an “Also See” or “Read Further” buttons at the end of the article. For blogs, use text which hyperlinks to a product or another related article.
By doing so, the male readers will feel that they’re still in control, that it’s them deciding to make the next move, which is to click on your link to your product page.