Social Media Platforms

 

1. Jordan Kim — Preferred Platform: TikTok

Who They Are:

  • Age: 20

  • Identity: Gen Z, aesthetic-driven, fashion-conscious, budget-aware

  • Behavior: Loves trends, short-form content, online shopping inspiration

Demographic Reasoning:

  • Over 60% of TikTok users are Gen Z or young Millennials, making it the top platform for trend-driven content.

  • Gen Z is heavily influenced by short-form video when it comes to fashion, daily fits, and product discovery.

  • TikTok’s algorithm prioritizes new brands, change, and rebranding perfect for JCPenney’s digital relaunch.

Why TikTok Fits Jordan:

  • Jordan relies on TikTok for outfit inspo, affordable fashion hauls, and aesthetic recommendations.

  • TikTok trends (like #OutfitCheck, #ThriftTok, #MallHaul, #GRWM) align perfectly with how Jordan consumes fashion content.

  • JCPenney’s modern stock updates and rebrand messaging would reach them through:

    • Micro-influencers

    • Quick styling videos

    • Weekly deal highlights

    • Trend-based challenges

2. Aaliyah Martinez — Preferred Platform: Instagram

Who They Are:

  • Age: 32

  • Identity: Latina professional, aesthetic-focused, lifestyle lover, visual shopper

  • Behavior: Shops based on clean visuals, curated feeds, outfit inspiration, beauty + home décor content

Demographic Reasoning:

  • Instagram has a strong 25–34 demographic, heavily female-skewed, with high engagement for fashion and lifestyle brands.

  • This age group prefers polished visuals over fast trends.

Why Instagram Fits Aaliyah:

  • Aaliyah values inspiration, style, and curation exactly what Instagram provides.

  • She follows influencers for:

    •  Workplace style
    •  Beauty deals
    •  Home décor ideas
    •  Holiday gift guides

  • Instagram Reels + Stories allow JCPenney to share:

    • Outfit grids

    • Before/after home décor content

    • Clean product showcases

    • Limited-time discount posters

  • Instagram Shopping and product tags match how she browses modern retail.


3. Marcus Thompson — Preferred Platform: YouTube

Who They Are:

  • Age: 26

  • Identity: Budget-conscious dad, tech-savvy millennial, prefers practicality over trends

  • Behavior: Watches reviews, long-form explanations, family content, product breakdowns

Demographic Reasoning:

  • YouTube is the most popular platform among the research gathering type, especially those ages who enjoy longer form content.

  • Men in this age range rely heavily on YouTube for reviews, comparisons, and shopping research.

Why YouTube Fits Marcus:

  • Marcus appreciates detail and usefulness.

  • He uses YouTube for:

    •  Clothing reviews
    •  “Best budget jeans” videos
    •  Product comparisons
    •  Family shopping vlogs

  • JCPenney content he’d trust includes:

    • “Top 10 Affordable Styles for Dads”

    • “Back-to-School One-Stop Shopping at JCPenney”

    • Store renovation walk-throughs

    • Try-on hauls from relatable creators (not high-end influencers)

  • YouTube’s long-form capacity matches his purchasing style: research-heavy, intentional, budget-driven.

4. Sofia Delgado — Preferred Platform: Pinterest

Who They Are:

  • Age: 28

  • Identity: Creative designer, cozy-aesthetic lover, home décor enthusiast

  • Behavior: Saves ideas, builds boards, plans purchases visually

Demographic Reasoning:

  • Pinterest’s strongest demographic is women aged 25–44, especially in home + lifestyle categories.

  • Pinterest users have high purchase intent 85% of weekly users make purchases based on pinned content.

Why Pinterest Fits Sofia:

  • Sofia loves planning and visual organization, which makes Pinterest her perfect platform.

  • She commonly uses it for:

    •  Home décor ideas
    •  Seasonal outfit boards
    •  Family shopping guides
    •  DIY inspiration

  • JCPenney’s new home collection, cozy apparel, and seasonal sales align perfectly with Pinterest boards like:

    • “Fall Home Inspiration”

    • “Kids’ Style on a Budget”

    • “Cozy Work-From-Home Fits”

    • “Affordable Bedroom Makeovers”

  • Pins stay searchable forever, giving JCPenney longevity with this audience.


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