Should you strive for comments on Facebook or likes on Instagram? What about views on TikTok vs re-pins on Pinterest? There are so many social media platforms available to brands these days. How do you know which is right for you?
The constantly changing social media landscape is hard to keep up with. Algorithms adapt, metrics shift, trends come and go. Investment in social media is critical for businesses but you want to make sure you’re getting a positive ROI.
The best way to do that is to be on the right platforms with the right messaging for your audience. This starts with a thorough understanding of your customer.
Know Your Audience
We’ve said it before and we’ll say it again: not everyone is your customer. Rather than stretching yourself thin trying to reach everyone, focus on really understanding your audience.
You should know their interests, communication preferences, and decision-making process. Where and how do they like to get information about your products and services?
For example, is your audience particularly engaged by video content? Do they look to influencers to research products before purchasing? Does your audience spend a lot of time browsing Twitter for the latest news?
All of these factors play a role in which platforms, and content, will be your best investment. Many companies find it helpful to create buyer personas to answer these questions.
Buyer Personas
Buyer personas define your audience in as much detail as possible. They are essentially a fictional person that embodies your ideal customer. You’ll create one persona for each audience segment you want to reach.
To start, give your persona a name and basic demographics – gender, age, location, etc. Then take it a step further to include relevant details. What is their relationship status? Do they dine out a lot or prefer to watch Netflix at home? Does your key customer prefer to shop online or do they value a face-to-face conversation?
It may seem like make believe, but it can be very helpful to personify your audience. With a persona, you’re no longer talking to the entire audience of young women, but to Amelia, a 30-year-old new mum. She loves to share pictures of her family on Facebook but gets inspired with new ideas from Pinterest.
Isn’t that easier? The more you know about your customer, the easier it is to create content that resonates.
Know the Platform
Once you know your audience, you can match that knowledge with the best platforms. You’ll need to know the pros and cons of each, though.
According to a report published by Genroe in 2020, Australia’s most loved social media platforms are Facebook, YouTube, Instagram, LinkedIn, and Snapchat. These sites have the most active monthly users.
Don’t overlook other smaller platforms, though. TikTok, Twitter, and Pinterest are all powerhouses in their own ways. When deciding on platforms in which to invest, consider not only the number of users, but the time spent on each platform, the demographics of users, and the type of content that dominates.
For example, platforms like TikTok and Snapchat are popular with younger demographics while older generations spend more time on Facebook. Twitter is useful for news, science, and politics topics. Instagram is useful to connect with those that want to see your product in action before buying.
Put all this information together to determine which platform makes the most sense for your content, your audience, and your goals. There is no one right answer and it may take some time to find your balance.
Monitor key performance metrics on each platform to see what works well and what doesn’t. Adapt your strategy as needed until you reach success.
If you’re not sure where to start, reach out to our team. We’re experts in helping clients develop social media strategies that deliver long-term results.