NEO-Preferred Social Media Platforms

NEO-Preferred Social Media Platforms

The first column compares NEOs with the average population (e.g. NEOs are 35% more likely than the average consumer to use LinkedIn). The second column compares NEOs with the wrong customers (e.g. NEOs are 55% more likely than Traditional mindset consumers to use LinkedIn):

1. LinkedIn +35% +55% 

2. TikTok +18% +29%

3. Instagram +14% +25%

4. X (Twitter) +11% +18%

5. YouTube +6% +10%

6. Facebook +5% +9%

In absolute numbers, however, the total number of NEOs that use the platforms presents a different picture:

1. YouTube 4.6 million

2. Facebook 4.5 million

3. Instagram 3 million

4. X (Twitter) 2.7 million

5. LinkedIn 1.9 million

6. TikTok 1.1 million

Source: Roy Morgan Single Source database + The Honeywill Trust, 2024. N=315,515

So, what does this mean? Targeting NEOs on LinkedIn, for example, is more effective than Facebook:

1. Higher Affinity Among NEOs: NEOs are 35% more likely than the average consumer and 55% more likely than traditional mindset consumers to use LinkedIn. This indicates a strong affinity for LinkedIn within the NEO cohort compared to Facebook, where NEOs are only 5% more likely than the average consumer and 9% more likely the traditional mindset to use the platform.

2. Better Audience Concentration: While Facebook has a larger absolute number of NEO users (4.5 million) than LinkedIn (1.9 million), LinkedIn offers a higher concentration of NEOs relative to its total user base. This means your marketing efforts on LinkedIn are more likely to reach NEOs rather than being diluted among a broader, less targeted audience on Facebook.

3. Efficient Targeting: The significant overrepresentation of NEOs on LinkedIn allows for more efficient and cost-effective marketing campaigns. Your messages are more likely to resonate and engage with the intended audience, leading to better conversion rates.

4. Reduced Competition from Wrong Customers: On Facebook, the higher presence of ‘traditional’ wrong customers increases the risk of your marketing content reaching the wrong audience. LinkedIn's user base aligns more closely with the NEO profile, reducing this risk and enhancing the effectiveness of your targeting.

5. Platform Alignment with NEO Interests: LinkedIn's professional and networking-focused environment aligns well with the interests and behaviours of NEOs, who may value industry insights, career development, and professional connections more than the general population.

In summary, despite Facebook's larger NEO user base in sheer numbers, LinkedIn provides a more conducive environment for effectively reaching and engaging NEOs. The higher likelihood of NEOs using LinkedIn, coupled with a reduced presence of wrong customers, makes it a superior platform for targeted marketing to this segment. 

The same reasoning applies to Instagram and TikTok.