In this post, I’ll be sharing with you about social media consumer’s behavior and what could possibly be their motives of using social media platforms.
Consumer motivations could be rational or emotional. Rational would be you use social media because you want to consume or create entertainment and inform. Emotional would be simply just for social connection.
Typically, many of us nowadays uses social media such as Facebook, Instagram or YouTube to share more about our daily life online, as it feels more comfortable because what we project ourselves on social media could be slightly different in reality with the advanced features such as filters or picture editing apps, using these to make you look even better online. We tend to share more positive traits to conceal negative traits of ourselves. Don’t you agree?
For instance, showing ourselves having a sumptuous meal, going on a vacation, showing off new car or even naked body with abs, why? Sharing positives makes one feel uplifted and promotes a sense of self-worth. With the increase need of constant posting only the cool things and hide the bad about ourselves online just for the short-term satisfaction and to stay in touch with what everyone is doing is actually creating an unhealthy mindset for us that we don’t realize. Although our self-esteem increases, we lose self-control.
What are some of the users on social media?
Facebook segmentation matrix which segments its users based on their usage motivation:
Attention Seekers – These are people that create content but does not consume other people’s content. They can be known as the “Celebrity Endorser” Eg. Jamie Chua
Entertainment Chasers – These are the ones that only look for entertainment, they don’t create/consume much. We can assume that these are people that just want to take a break from their studies or work.
Devotees – High in both creation and consumption, they generally produce their own contents and also read about other people’s content to gain inspirations. Eg. Youtubers (Jenn Im)
Connection Seekers – People that just want to be connected and stay in touch with their friends or people that has same hobbies/interests as them. Eg. Facebook Groups
Social media has been a great platform for consumers to easily source for their desired brands and products. Hence, brand have to understand their consumer’s motivation of usage to capture their attentions.
That’s all for today’s post, do leave a comment below and share with me what kind of user are you & what motivates you to go online!
Angela's Digital Marketing Blog 
I would definitely be the connection seekers! To me, social media platforms serve as an engagement to stay connected with my friends and family. This brings me to my next point, with the development of technology and increased usage of social media, do you think it is possible for this to be used as a good marketing opportunity for companies? What kind of social media platforms would you recommend to market a company’s brand/product and how would they engage users to be aware of their branding?
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Hi Jarrett, thanks for sharing with me your thoughts! I would say that social media is an essential tool for a company’s marketing strategy as it helps to increase brand awareness, boost leads and sales. Selecting the right social media platform to market your brand or product is key as it allows you to reach out to your target market. However, you have to first identify your target market. For instance, if you are targeting a younger group of audience, Instagram would be the better platform.
According to statistics from Sprout Social, Facebook may have more users, however, Instagram is better at customer engagement. As a young adult myself, I would personally feel that it would be more effective if a company uses Instagram to reach out to me! 🙂
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I guess I would say I am the entertainment chaser! You can really find humourous contents on social media platforms and have a good laugh just to relieve some stress sometimes 🙂 With the different types of users you have mentioned above, how do you think companies can leverage on this and ensure that they are able to market to the different types of users?
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Hey Yui! Thanks for the comment! Me too! I’m definitely the entertainment chase as well, you will never get bored of these entertaining contents on social media, especially when I’m stressed up or got bored from schoolwork, I would usually stop for a while, scroll through social media and have a good laugh.
I think that by identifying which type of users are your target market, companies can easily reach them by providing the type of content the users are interested in!
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Great post! This has helped me to better understand the types of consumers that I am. I am definitely a connection seeker! I enjoy joining Facebook groups and looking at all the posts that people share! I also feel like I am a devotee sometimes since I enjoy sharing and creating content to share with my friends as well.
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Hey Charmaine, thanks for sharing with me what kind of user are you! I’m glad this post helped you in finding out which types of consumer you are as well! 🙂
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Great read! I think that I’m more of an Entertainment Chaser, always online to look for fun videos, articles and memes when I’m bored.
How about you?
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I am the entertainment chaser as well! I love looking up for funny videos, especially dog videos!
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