We recently had a client who wanted to be involved with a competition on-air with us (on our station that is pitched at 35+ audience) – but at the last minute they wanted to change it to only being done on social media with us – we argued the point – and below is the reasons we used to convince them to stay on-air instead of going social…
While acknowledging that social media competitions can be popular among people of all ages, including those in the 35-45 age demographic.
However, the popularity of social media competitions among this age group may depend on factors such as their level of engagement with social media, their interests, and the type of competition being offered.
According to a study by Pew Research Center, social media use among U.S. adults ages 30-49 has increased significantly in recent years, with 69% of adults in this age group reporting that they use social media in 2021.
This suggests that social media competitions could potentially be popular among this demographic.
However, it’s worth noting that not all individuals in the 35-45 age group may be interested in participating in social media competitions.
Some individuals may prefer traditional forms of radio competitions, such as call-in contests or text-to-win contests, or may not be active on social media at all.
Therefore, it’s important for radio stations to offer a variety of competition types to cater to different interests and demographics.
Males especially would rather an immediate return for their entry into a competition – and thus call-ins are popular with them. These prizes however are usually low cost items/tickets/etc.
Female entrants are okay with quick returns, but want to go for the bigger prizes, and prefer to wait to see if they have won.
Find the right competition and right medium for your desired entrants, and play to that to get the best results.
By the way – the results of the radio competition (we did nothing on social media except point to the fact that you had to listen to win) was amazing – we had double the entrants that we normally have for a weekly prize, and people called our front desk and even posted on social media how much fun the competition was.
