Women participate more on major social networks – including Facebook – than men do, according to a Pew Research study of U.S. online users.

Given the fact that historically, women have driven social communication among friends, neighbors, families and communities in the offline world, it’s no surprise that this behavior has transitioned online. Take a look at key stats from the Pew study that show the social media platforms women dominate:

As for Snapchat, 70% of users are female, according to a study from Business Insider.

Based on our research at Female Factor, here are some key principles to keep in mind when it comes to creating marketing content to engage women on social networks:

  1. Knowledge is social currency.In female culture, it’s common for women to actively discuss the products and services they buy, which often stems from their role as “chief purchasing officers” for their households. Many women pride themselves on being a source of helpful information and resources for their family, friends and colleagues.

With that in mind, educate your prospects and customers with insights, tips and credibility-builders that are compelling enough to share. Women tend to be in tune with the tastes, likes and dislikes of those closest to them.

  1. Emotions inspire action.Whether you make people laugh, cry or ponder a subject in a way they never had considered before, emotions drive engagement, especially on social networks.

When you create content, ask yourself: What emotions am I trying to elicit? Brands are built on emotions, and buying is, too. Emotions inspire action.

  1. A great visual can stop a thumb in its tracks. To borrow a phrase, visuals are a good medium when well done. The movement of video has the power to stop people in their tracks, even with the sound turned off (just remember to use subtitles where you can).

When you write copy, ask yourself: Could this be a photo? Could this be a video? How about a filter? A colorful infographic? In a sea of internet text, our eyes land easily (and sometimes gratefully) on images. Invest in the best you can afford.

Article originally published on Forbes.com


Between 19 and 21 September 2017, Paris Retail Week will once again showcase French Expertise and will be the only event in Europe which addresses the omni-channel problems associated with 360° retail.
This third edition will bring together in a single event E-Commerce Paris, Europe’s biggest cross-channel event and Digital(in)Store, the leading trade show devoted to the digitisation of points of sale and distribution.

Take advantage of this event dedicated to 360° retail uniting the entire community of on- and offline retail for an optimal vision of current retail issues!
To register as a visitor click here 
Free online registration until September 18th, 2017
Registration at the event: 50 Euros incl. VAT

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Women drive between 70 - 80% of all consumer household spending, and Bridget Brennan researches and analyzes why they buy the things they do. As CEO of consulting firm Female Factor, Bridget is one of the world’s leading authorities on marketing and selling to women. She is the author of the book, “Why She Buys: The New Strategy for Reaching the World’s Most Powerful Consumers,” (Crown Business), which was called “essential reading” by the Wall Street Journal. In 2016, Bridget was named a “Woman to Watch in Retail Disruption” by think tank Remodista. Bridget is a frequent contributor for Forbes.com, speaks globally on the subject of women’s consumer spending and is a guest lecturer at business schools. She is based in Chicago. Write her at bridget@thefemalefactor.com, or visit www.thefemalefactor.com.