1 minute read
Social Media
82 percent of 18 to 29-year-olds, and 79 percent of 30 to 49-year-old are on Facebook, making millennials their most popular audience 1 . Facebook advertisements in Wave II will focus on expanding reach and optimizing towards app downloads, with different creative messaging for the Young and Established professional target audiences. Wave III will implement a custom audience segment to reach the current base of users who have downloaded the app, with the focus shifting to retention and keeping current users engaged. Wave 3 messaging will focus on highlighting how Bumble Bizz has positively impacted professional networking and empowerment and encourage users to stay active.
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Instagram With an active user base consisting of 64 percent of 18 to 29-year-olds and 42% of urban dwellers, 2 Instagram is an essential platform for reaching the target audience. Instagram messaging will mirror the Facebook messaging in Wave II and Wave III, but the creative content will focus on reaching users on their mobile devices. Users primarily access Instagram on their phone, providing an ideal opportunity to emphasize app downloads.
Promoted Posts In addition to the two flights dedicated to advertising on Facebook and Instagram, promoted posts will be implemented to increase engagement and reach of organic content and event promotion. Promoted posts will keep Bumble Bizz’s efforts to bring a inclusive, female empowered networking space top of mind, while also spreading awareness of the Hackathon and Bumble Kickboxing Series. The budget allocation of promoted posts will change week to week depending on content.
Snapchat
The Bumble Kickboxing Series and Hackathon events will both incorporate branded Snapchat filters. The filter will spread brand awareness to participants’ friends as they share their experience.
1. https://blog.hootsuite.com/facebook-demographics/ 2. https://sproutsocial.com/insights/new-social-media-demographics/#Instagram
