Social Media and Digital Marketing (WK3) - Social Media Platforms/Demographic Research

1. Luca Martinez: "The Skater Student"

Demographics: 16 y/o Male, Suburban, Student. 

Psychographics: Skill-focused, deeply influenced by peer validation.

Primary Platform: TikTok

Why: Skateboarding culture is visual and rapid. TikTok is the modern "skate tape." Pew Research (2025) notes that roughly 60% of teens use TikTok daily. For a 16-year-old male, the algorithm's ability to serve endless "trick tips" and "skate fails" makes it his primary entertainment and education feed.

Secondary Platform: YouTube

Why: YouTube is the #1 platform for teens (used by ~93% of teen boys). While he watches Shorts for entertainment, he relies on long-form content for detailed trick tutorials that TikTok can't provide.

2. Maya Chen: "Creative College Trendsetter"

Demographics: 20 y/o Female, Urban, Fashion Design Student. 

Psychographics: Values aesthetics, individuality, and visual curation.

Primary Platform: Instagram

Why: This is her digital portfolio. Research consistently shows that Gen Z women are among the most active users of Instagram. According to the Pew Research Center (2025), 80% of adults aged 18–29 use Instagram. Furthermore, fashion-specific data indicates that Instagram is the preferred platform for discovery and "lifestyle curation" among young women, with 83% of Gen Z females engaging with the app.

Secondary Platform: TikTok

Why: For a "Trendsetter," speed is crucial. TikTok is the engine of micro-trends. Data shows that roughly 76% of Gen Z females engage with TikTok, significantly higher than males (60%). It is likely her source for "Get Ready With Me" (GRWM) content and sewing tutorials.

3. Jordan Price: "Music-Scene Enthusiast"

Demographics: 24 y/o Male, Urban, Graphic Designer. 

Psychographics: Authenticity-seeking, "anti-corporate" aesthetic, values community and gritty content.

Primary Platform: Reddit

Why: Jordan fits the prime demographic for Reddit, which is most popular among men aged 18–29. This platform allows him to discuss indie bands, find concerts, and critique albums without the influencer overload on Instagram. It aligns with his need for "trusted sources" like threads over influencers.

Secondary Platform: YouTube

Why: For music deep-dives, video essays on subcultures, and concert footage. Young men (18–29) are more likely to use YouTube daily than any other demographic. He likely consumes "video essays" or "mini-docs" about bands rather than just music videos.

4. Riley Thompson: "Outdoor Adventure Weekender"

Demographics: 28 y/o Female, Suburban, IT Professional. 

Psychographics: Researcher, values durability, environmental transparency, and "real" reviews.

Primary Platform: YouTube

Why: Riley is a "Researcher." When making $100+ purchases on gear, she needs deep dives, not 15-second clips. YouTube remains the most widely used platform for U.S. adults (90%+ usage among 18–29 year olds). It is the primary engine for "long-form reviews" and "trail documentation" mentioned in her profile.

Secondary Platform: Instagram

Why: While she dislikes "overly stylized" ads, she likely follows outdoor influencers and brands like Patagonia or REI here. Instagram is crucial for visual proof of "lifestyle flexibility," but she engages as a "lurker" or "researcher" rather than a poster.

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