FB Demographics Most Likely to Sign Up For Email

plottsch · Jun 11, 2018

Hey y'all,

From your experience, what demographics/interest/behavior on Facebook are most likely to sign up for an email list after seeing an ad?

I'm bidding on a client and the goal is to get the highest number of sign-ups with a $100 test budget.

Any specific ideas?

0V3RR1D3 · Jun 11, 2018

Sign-ups, marketing, and sales aren't really about "the best demographic" or perhaps the "most foolish to trade their email to be in your sales funnel"

You will achieve the best ROI on your $100 ad spend by getting as close to your target demographic as possible. That is, who are the people who find your product truly valuable (worth more to them than the dollars they trade to have it)

If you already have email addresses of customers you can upload them to your Ad Manager on Facebook and create a Look-A-Like audience. If you don't have that, or customers, then it will take some hard thinking and a lot of empathy to put yourself in other people's shoes. Most of all, unfortunately, it will take more than $100 worth of ad spend to successfully experiment, sift through the bullshit, and figure out who is your best ROI positive target demographic and customer.

I know this didn't help in the short-term so I'll add some short-term value as well.

Old people scroll Facebook feeds way fucking slower than younger people (50+) They are more likely to see your advertisement and read it. If it appears of value to them, they will sign up. This rule remains true as you go down the age demographics but the rate/speed at which people scroll facebook feeds combined with their built-in immunity to online ads increases the younger you get. Younger demographics are harder to reach, especially 13-24, they are basically immune at this point to all internet advertising.

plottsch · Jun 11, 2018

0V3RR1D3 said:
Sign-ups, marketing, and sales aren't really about "the best demographic" or perhaps the "most foolish to trade their email to be in your sales funnel"

You will achieve the best ROI on your $100 ad spend by getting as close to your target demographic as possible. That is, who are the people who find your product truly valuable (worth more to them than the dollars they trade to have it)

If you already have email addresses of customers you can upload them to your Ad Manager on Facebook and create a Look-A-Like audience. If you don't have that, or customers, then it will take some hard thinking and a lot of empathy to put yourself in other people's shoes. Most of all, unfortunately, it will take more than $100 worth of ad spend to successfully experiment, sift through the bullshit, and figure out who is your best ROI positive target demographic and customer.

I know this didn't help in the short-term so I'll add some short-term value as well.

Old people scroll Facebook feeds way fucking slower than younger people (50+) They are more likely to see your advertisement and read it. If it appears of value to them, they will sign up. This rule remains true as you go down the age demographics but the rate/speed at which people scroll facebook feeds combined with their built-in immunity to online ads increases the younger you get. Younger demographics are harder to reach, especially 13-24, they are basically immune at this point to all internet advertising.

That's some good advice. Do you have any research that backs up that younger demos are harder to reach?

NightEmperor · Jun 11, 2018

plottsch said:
That's some good advice. Do you have any research that backs up that younger demos are harder to reach?

it's true, generation Z and pretty much anyone under 25 is unreachable unless you actually reach them with meaningful / actual good content.

"It’s particularly tricky to get Gen Z to engage, because they are highly discriminating and more averse to advertising in general. In the online space Gen Z are significantly more likely to skip ads, suggesting they have a lower threshold for boredom. They are also more turned off by invasive, interruptive online and mobile formats." ~ Marketingland.com Study by Kantar Millward Brown

plottsch · Jun 11, 2018

NightEmperor said:
it's true, generation Z and pretty much anyone under 25 is unreachable unless you actually reach them with meaningful / actual good content.

"It’s particularly tricky to get Gen Z to engage, because they are highly discriminating and more averse to advertising in general. In the online space Gen Z are significantly more likely to skip ads, suggesting they have a lower threshold for boredom. They are also more turned off by invasive, interruptive online and mobile formats." ~ Marketingland.com Study by Kantar Millward Brown

I see. Also does anyone have experience doing ads with only ~50K potential reach for 2 weeks? I'm usually not this specific so I worry this is TOO targeted.

0V3RR1D3 · Jun 11, 2018

plottsch said:
That's some good advice. Do you have any research that backs up that younger demos are harder to reach?

I don't have any research, it's pure observation. Watch a 52-year-old man put on his reading glasses, squint, and then finally find the facebook app button. His scroll is so slow. Actually taking the time to read what Betty-Sue posted about her stupid kids.

Now watch a 19-year-old. They have the muscle memory of a quick thumb scroll. They blast down the feed scanning the page for any clue that they should *stop* and look for a second. Maybe an ex-girlfriend's name catches their eye, or an attractive person's profile pic, a meme, or a video they will stop to see if it's something worth watching (most people will skip your video in the first 3 seconds)

Before the 52-year-old has even caught all the way up on the new Facebook feed content, the 19-year-old has already gone through Facebook, went through their Instagram, and is now mindlessly clicking through Snapchat stories just to remove them from their feed.

It's sociology, not science-backed research lab tests, ya know?

0V3RR1D3 · Jun 12, 2018

plottsch said:
I see. Also does anyone have experience doing ads with only ~50K potential reach for 2 weeks? I'm usually not this specific so I worry this is TOO targeted.

It depends on if you are targeting that 50K person group for a really good reason. If that is a narrowed down audience (like you started advertising to 5 million and now you narrowed it down to 50K, that isn't a problem.

But if you just starting your ad campaign then you want to be broader than that. This is for the simple reason that through your campaign you have to experiment and discover who your best target audience is. Very unlikely on your first try you will strike the target audience nail right on the head in a pool of 1 Billion people.

plottsch · Jun 12, 2018

0V3RR1D3 said:
It depends on if you are targeting that 50K person group for a really good reason. If that is a narrowed down audience (like you started advertising to 5 million and now you narrowed it down to 50K, that isn't a problem.

Interesting. The thing is this is a competition for who can get the highest CTR w/ a $100 budget. Looking for some key demo/behavior I can target.

FB Demographics Most Likely to Sign Up For Email

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