Your audience is the most important asset to any content. Your followers are the ones consuming everything that you put out into the online ether, so it’s important to target the right people in the right way. When considering your audience, create an outline of your average follower, ensure you know exactly who they are, why they engage with you and how they will continue to engage. By using the five suggested categories below, it will help you define your target audience and hopefully help you shape a more successful social media strategy.
A contentious topic right now, but many social media platforms still offer businesses an insight into the behaviour of their followers based upon their gender as male and female. You’re probably already aware of whether or not your brand appeals more to men or women, but once you are able to confirm this, it allows you to create a plan for content. Use this information to inform your content and influence what you choose to share on your feeds.
Taking note of what age category your ideal consumer fits in allows you to look at generational content and how to provide more than just sales based content for your followers. Language and pop culture relevance can differ from age group to age group and so it’s important to know what demographic you are speaking to. Don’t overload with hashtags and memes when you have a Baby Boomer audience.
Location is extremely useful for targeted social posts – knowing where your audience is based allows you to ensure your content calendar reflects local trends, or perhaps there are cultural or geographical events you can use as inspiration for content? Research what is happening in the location your following is based in (if it is that specific), and engage with it. This is very important if you’re a small business. Engaging with the local community will enable followers to feel closer to your brand.
With platforms such as Google Analytics allowing you to see what your viewers are checking out elsewhere on the web, it’s a good idea to investigate what the interests of your online community are. This can allow you to cross reference with other industries and possibly inform brand collaborations or new product development. Once you know where else your followers are browsing online, you can get an idea of how to reach them in a more interesting way.
5. Browsing Behaviour
Tablet? Mobile? Desktop? Ensuring you know how your audience is watching your content is extremely important. This enables you to create posts that hit your following in the right way and on the right platform. Use your insights and analytics! What channels are getting more hits than others? Are your Insta posts racking up the love but your Facebook posts are left unliked? Focus on the platforms that fit your audience and ensure that the content you post fits those platforms too.