Arranged by Prepared for

Lauren Hancock Griffin Thall

Social Media Head CEO of PVB

Social Media
Strategy

exploring modern marketing techniques

 Part One
Intro
Virtually the entire US relies on social media to stay connected. It is crucial for
Pura Vida Bracelets (PVB) to understand how to digitally reach our typical
customer. PVB could improve our marketing strategies with platform awareness,
along with knowledge of when and what to post.

Figure 1. Percentage of adults 18-29 in the US who use social media. Created with data
retrieved from: “Social Media Fact Sheet.” Pew Research Center, 2021.

Platform popularity
Posting to the right platform gives elsewhere. Less than half of our
the opportunity to reach our target audience actually has the app.
audience: 18-29 y.o. adults. Figure 1 Whereas the longstanding app
clearly indicates which platforms YouTube encompasses nearly all of
capture them. This data tells us which our audience. Two other platforms of
medium is worthwhile to spend our interest are Instagram and Snapchat,
efforts advertising with. the second and third highest apps of
engagement.
TikTok, the overnight sensation of
social media, may seem like the Data like these help us understand
obvious marketing bag, but as Figure 1 which social mediums are popular
proves, our sights should be among our top consumer group.

Social Media Strategy

 Part Two

Timeliness
Posting to social media at certain times throughout the day directly
correlates with the audience it will reach. Posting at the "wrong time" is like
sending a work email at 5pm. It gets buried by spam, and is not seen.
Timeliness of posting is crucial. Figure 2 shows the best times to post by
engagement. Higher engagement indicates more of the target audience
active on social media. Posting at 8 am on a Monday will be seen by a
drastically smaller pool of our audience than waiting until the next day at 3
pm.

Figure 2 shows that the weekend and both the beginning and end of the
week have low morning engagement, with peak engagement from 3-6 pm.
Tuesday through Thursday has relatively high morning engagement
compared to the rest of the week, with peak engagement from noon to 9
pm.

Figure 2. Social media engagement in the US; depicted by day and time. Created with
data retrieved from: “State of Inbound Marketing Trends.” HubSpot, 2022.

Social Media Strategy

The human ad- Part Three

tention span
The length of advertisements must account for
the ever shortening attention span of the
consumer. Social media is constantly competing
for our audience's attention, with video clips
getting shorter and shorter. The human attention
span for advertisements is 8 seconds. A goldfish
has an attention span of 9.** This gives our team
perspective on just how little time we have to grab
our consumer.

Our attention span is only growing more

impatient with media becoming increasingly more
instant. Information must be concise and
memorable.

Understanding the consumer profile is key to

creating successful outreach.

Figure 3. Goldfish in water droplet from:

Conclusion Cocoparisienne. “Waterdrop Goldfish.”

Pixabay, 2016.

Most Americans carry a variety of social media

platforms in their pocket daily. Posting brief
advertisements to the right app at the right time
will capture the intended audience. Our
marketing team looks forward to applying these
methods to increase sales and consumer
awareness of PVB.
Social Media Strategy

** Time Magazine published commentary on Microsoft research that

indicated how humans ability to concentrate is now
comparable to a gold fish.