In my previous blog post I talked about how it can be hard to get started and justify and investment if your audience is extremely niche. But, those who do are not on the forefront of the arch of adoption get left behind. So, once a business decides to invest in social media, the question becomes where is your target audience, and how do you join their conversations?
Marketing teams already have a good idea who they are trying to reach. The great thing about the big social platforms (Facebook, Twitter and Instagram) is that you can target smaller segments of your target audience within the platform through hashtag campaigns, influencer marketing and targeted ads. So, to get started, the target audience should be specific to business goals, but encompass all micro-segments of the target population.
Factors to consider are age, gender and interests of your audience. Matching those demographics to those uncovered in social media reports, such as the 2016 Neilson Social Media Report.
Aligning your demographics with those of each social media platform not only allows you to identify which platform best suits your business goals, but it also allows you to build content strategy.
For example, if your product was geared toward 18 -34 year old women who want to buy dresses from a competitor’s store.
According to the Neilson Social Media Report 78 percent of people aged 18-34 use a smartphone for social over their tablet. So, now smartphones have been identified as the most popular mode in which your target demographic uses social.
The three most popular social media platforms on mobile are Facebook, Twitter and Pinterest.
And, 58 percent of heavy social media users but clothing or accessories on social media, and 56 percent of medium social media users buy clothing or accessories on social media.
You can also learn that women have more social interactsions than men on Tuesday and Wednesday, but have a consistently higher engagement rate overall.
You can also align your demographic with other product’s demographics (such as TV programs) and use that research to create a strategy.
But, from what we know from these statistics, we would need a website and landing pages for social media campaigns that are mobile friendly and easy to use for sales conversions. Also, peak days for social media campaigns should be Tuesday and Wednesday. We should also look into focusing on Facebook, Twitter and Pinterest.
Knowing your audience not only allows you to choose which platforms to engage your audience on, but you should also use demographic insights to inform your strategy.