How Your Target Audience Affects Your Social Media Marketing Strategy

How Your Target Audience Affects Your Social Media Marketing Strategy

Facebook, SnapChat, Twitter, TikTok, Insta…with so many choices how do you choose which social media apps to use for marketing your brand? The answer is (figuratively) right in front of you. It’s your target audience!

Your target audience are the people who value your brand. They follow you on social media, they visit your website, they patronize your business. Naturally, if you’re going to be on social media you want to be where your audience is and that can vary depending on the buyer personas who make up your target audience. 

For instance, let’s say you’re a home improvement professional targeting new and first time home buyers. Most first time home buyers are young adults, a group consisting mostly of millennials in 2020. Millennials are sort of all over the place when it comes to social media. You’ll find them on just about every app, from Twitter to TikTok. But even millennials have certain apps they spend more time on than others (hey, Facebook). 

While millennials like variety, other important buyer groups like baby boomers and even generation z are more exclusive about their social media. Boomers enjoy Facebook and Twitter while gen Z prefers the imagery offered from TikTok, Insta, and SnapChat. That’s not to say you won’t find a Baby Boomer on TikTok but if you want to spend your marketing dollars and strategy wisely, you’ll go where your majority is. 

How to Find Your Target Audience

There are a few ways to determine your target audience for social media. Here’s a quick rundown of the best ways to do it.

  • Compile data on customers and social media audiences. Data points should include age, location, interests, challenges, stages of life, and of course, spending patterns and habits. B2B companies should also consider the size of their target business and who has buying power. Social media analytics like Facebook Audience Insights are particularly handy with this task. 
  • Use social listening to find conversations about your brand. Learn more about social listening here.  
  • Conduct user surveys. Find out what your audience is looking for from your brand. 

Overwhelmed by what it takes to determine your target audience? Let Momentum take the guesswork out of your day. Learn how we will find and use your target audience to create a successful social media marketing strategy by requesting a  free consultation with Hilary here