Andrew Carr

Abstract:

Title: “What is the best social media platform for marketing towards current college students?” Presenter: Andrew Carr Over recent history, social media has become especially prevalent in society, and especially amongst those aged 18 to 29 years old, as “Majorities of 18 to 29-year olds say they use Instagram or Snapchat and about half say they use TikTok, with those on the younger end of this cohort – ages 18 to 24 – being especially likely to report using Instagram (76%), Snapchat (75%) or TikTok (55%) (Auxier 2021). As social media has grown, it has become a prime platform for advertising. Because social media advertising is relatively new, it is pertinent to learn how to best target certain audiences through these platforms. I have conducted self-administered questionnaire interviews with 20 college students who fit within the most common age group that uses social media, and their answers to questions about their most-used social media platforms (as well as their interaction habits) can help to indicate which platforms are the most effective for advertising. These interviews indicated that Instagram and Tik Tok are the most used platforms amongst college students, and people preferred Tik Tok’s advertising structure. Auxier, Brooke, and Monica Anderson. “Social Media Use in 2021.” Pew Research Center, 7 Apr. 2021, https://www.pewresearch.org/internet/wp-content/uploads/sites/9/2021/04/PI_2021.04.07 _Social-Media-Use_FINAL.pdf