Identifying your target audience is often a complex task in social media. However, once you gain a clear understanding of who your audience is, you'll be able to create social media content that is more relevant and impactful.
Dec 28, 2023
Social media platforms have become the quintessential spaces for interaction, information sharing, and entertainment, hosting diverse and dynamic audiences. With billions of users across various platforms, social media presents an unparalleled opportunity for businesses to expand their reach, but reaching the right person takes research and analysis. Understanding the individual audiences across social media platforms is crucial to developing an effective social media strategy.
Current Audience Data
Understanding who your current audience is on social media forms the backbone of an effective digital marketing strategy. The audience that currently interacts with your brand online can offer valuable insights into who is attracted to your content and why. Start by observing who follows you on social media platforms. Pay close attention to who interacts with your posts. By actively monitoring and analyzing conversations across your handles, you can also gain invaluable insights into consumer perceptions and the overall sentiment for your content. It's not just about gathering data on what content your followers are willing to engage with; it's about understanding the context and sentiments behind the engagement.
Interactions: Individual "likes" are the most basic form of engagement. You should track the quantity but also the profiles of users who frequently like your posts. What gets the most interaction and from who?
Shares: Shares and retweets indicate a higher level of engagement, as users are willing to associate your content with their personal profiles. What content gets the most shares? What types of users are sharing this content?
Comments: Comments are a goldmine for insights. Using the individual user data that is accessible from your brand profile can provide individual clues and help you build insights on audience preferences and behaviors.
When considering your social media strategy, it's important to understand the audience's perception of your brand or products. Are they giving positive feedback or raising concerns? Engaging in social listening tools and monitoring online discussions the primary way to fully understand how consumers view your brand. Collecting information from your customers, social followers, and trackable discussions will give you a comprehensive understanding of your current audience and their behavior. What are they seeking when they follow your brand? This insight is important to decipher so that you can adjust your social media strategy and content to meet your audience's expectations and needs. There are four primary reasons consumers follow brands on social media.
To discover new products or services (57%).
To stay informed about company updates and news (47%).
To learn about promotions or discounts (40%).
For entertainment (40%).