Last time I discussed PanopLit’s boosted posts on Facebook, the demographic break down of who was reacting to the RPG posts through their advertising tools was not available. This data was finally revealed to me, and the results were both shocking and exciting.
This post is going to be some heavy numbers and broad analysis, but I promise it is worth reading (or skimming) through to the end.
For the November Survey (N), I chose to advertise to “men and women.” The December Survey (D) was only advertised to “women.” Both had a budget of $30.00 and ran for 7 days.
N was seen by 2,782 people, and provided 237 engagements (or actions on the part of the viewers)… D was seen by 628 people, making the reach 78% less than N by limiting the number to one gender on Facebook.
The age range for both N and D was 25-65+. The age interactions are where things got really interested. But first, the gender disparities.
Not only was there less engagement during D’s boosting, but N saw the vast majority of those reacting identified as men. Overall, the results broke down to 95.1% men to 4.88% women. As I had initially expected, many more people between 25-34 reacted… at least if they were male. 56% of total reactors were men who fit in this category, while only 3% were women. The age ranges then sharply declined, with 22% of men falling between 35-44, 10% 45-44, 4% 55-64, and finally 3% above the age of 65.
No women older than 54 reacted to N, and their spread was less dramatic, with 1% each reacting between the ages of 35-44 and 45-54.
Moving to the next month, I expected the vast majority of women who reacted to D to fall in the same lower end of the age category. The largest share did- 30%. However, the spread then evened out between 18% and 17% in each category. Including women aged 65+. Around 113 women reacting to my post were above the age of 65.
Unlike men, whose interactions decreased with age, women were staying essentially the same amount of active after age 35 when reacting to a boosted post about roleplay gaming.
This experiment begs returning to with a higher budget, and clearer parameters, but the initial findings are pointing to women on Facebook being interested in RPGs at an older age than men (or continuing to be interested in them longer). It also makes me sad that these tools cannot be used to measure those who identify as neither men nor women, but Facebook itself may not be the best platform for representing those populations.