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David Lee King

Facebook & YouTube Demographics



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Facebook Insights

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Youtube Insights

Yesterday, I was playing with Youtube and Facebook Page insights for my library, and found something interesting. Look at the demographics of who’s visiting us in those social networks – not 25-34 year olds. Not teens. Nope.

For Youtube, it’s 45-54 year old females. Followed closely by 55-64 year old women! Facebook looks a bit more “normal” to me – 35-44 year old and 25-34 year old females.

But wow. To me, those demographics really don’t much match up with what one’s first impression of a social network’s demographics would be. Ask anyone who the average viewer of  a YouTube video is, and you’ll hear “18 year old male.” NOT “Oh, I’m sure it’s a 50 year old female!”

What’s that mean to my library? Well, depending on our goals, a couple of things:

  • Goals. Did you read that? First, you need some goals. Take 10 minutes and figure out what your library’s goals for Youtube and your Facebook Page are.
  • Are we good with that demographic? If so, then great – we got em! Now, we need to make sure we’re creating targeted content in those social networks for that demographic.
  • If we aren’t hitting our targeted demographic, maybe our content needs to change … or who we friend needs to change.

What else? Anyone finding similar results in your organization’s Facebook Page or Youtube Insights? Do tell.

Comments on this entry are closed.

  • http://www.facebook.com/MLibraryHealthy Kate Saylor

    I use facebook for outreach from the University of Michigan Taubman Health Sciences Library (http://www.facebook.com/mlibraryhealthy). The demographics of our fan community breaks downs like this:

    Total: 27% Male / 69% Female
    Ages: 18-24 (2% Male / 4% Female)
    Ages: 25-34 (11% Male / 26% Female)
    Ages: 35-44 (5% Male / 14% Female)
    Ages: 45-54 (4% Male / 15% Female)
    Ages: 55+ (4% Male / 11% Female)

    Not as surprising as far as online health information seeking behavior is concerned.

    Cheers!

  • http://www.facebook.com/lcplin Debbie Rzepczynski

    We are the 3rd largest public library in Indiana, located in Northwest IN. Our demographics are about equally split between 25-34 and 35-44 females. It's also interesting to see some of the places where folks are from — we're finding many mid-20's have moved from the area, but still connect back to us.

  • Batarang

    Makes it seem like libraries aren't connecting with the younger folks as well as we need to. Maybe its just that word “library”. Or perhaps, people are reconnecting with the library in those age ranges–in a variety of ways–because they have kids?

  • Batarang

    Makes it seem like libraries aren't connecting with the younger folks as well as we need to. Maybe its just that word “library”. Or perhaps, people are reconnecting with the library in those age ranges–in a variety of ways–because they have kids?

  • nallan

    Quite interesting. We also recently had a close look at our insights for Facebook and YouTube and were surprised by similar results. Our biggest audience is 45-54 years old males.