Social media is all about connecting with your audience and growing your platform. Here are some easy tips to optimize your social media presence and keep your audience growing. 

Find Your Audience`s Platform

An essential part of creating content for social media is finding out where your audience is, and this has everything to do with demographics and tailoring your content to each platform. 

Looking at some of the most popular platforms today, Twitter, Tik Tok, and Instagram have the youngest audiences. Twitter users from 18-29 hold nearly fifty percent of the traffic on its platform. Instagram shows similar statistics with over half of its user base between the ages of 18 and 34. This demographic coupled with how readily information and accounts are advertised creates the perfect storm for reaching a younger audience.

It is also worth mentioning that these platforms are different than their counterparts, like Facebook. Twitter, Tik Tok, and Instagram are designed for short-form content that can be consumed quickly. If you are marketing more long-form content, Facebook is the prime platform. However, the millennial age range still dominates the majority of the Facebook audience, clocking in at just under a quarter of its active user base. This is quickly followed by 18-24 just having half a percentage point higher than 35-44-year-olds.     

Create Content for Each Search Intent

Marketing yourself on social media is about meeting people where they are. Whether consumers are just being introduced to a brand or they have long-lasting loyalty, creating content for all stages of the purchasing funnel is essential. The purchase funnel is also referred to as search intent. To do this, try a variety of entertaining media posts mixed in with informative content.

This may look different for social media practices versus using search intent for high SERP rankings. Instead of using keywords and phrases, social media calls for more visual aspects and branding. Recently, infographics have been extremely popular on platforms such as Instagram. This method creates an aesthetically pleasing way to tailor your message to specific search intents. 

Create a Marketing Persona

Marketing personas are a key way to address your ideal consumer or client. This is a fictitious version of a consumer that is used in early marketing development to help create social media strategy, and answers the who, what, when, why, and how. When building a marketing persona look at some key aspects like:

  • ideal demographics such as location
  • the need for your brand in the consumer’s life
  • the ideal shopping habits
  • why the consumer should select your brand over another

Developing marketing personas are an easy way to tap into what your socials should look and sound like to appeal to potential long-term consumers. And it doesn`t have to be limited to one profile! Building multiple marketing personas for a range of consumers opens your market up and makes your social media more appealing to a larger target audience.  

 Research the Competition

Your competition can be the biggest indicator of what is working for audiences on a particular platform and what may not be sticking. Target audiences are most likely overlapping, so seeing what competitors are publishing and identifying these strengths and weaknesses is a great key to your audience’s mind.

When looking at your competitor’s socials consider a few of these ideas and evaluate if they are working with the intended audience: 

  • How are they using the platform and is it effective?
  • Identify their social strategy– what about it is working? 
  • Are they recycling content on different platforms and how often?
  • What is the marketing persona they are creating and how are they interacting with audiences in comments, giveaways, and other promotional aspects, etc? 
  • Are they publishing relevant content for their audience? Is it too broad, narrow, elementary, or advanced? 
  • Are there any visual brand indicators? How do the visuals draw the eye in?

Once all or a few of these ideas are addressed, this may show more insight into your target audience within each platform and allows you to identify gaps in your own brand’s social presence. 

Finding and building on your brand’s target audience can be one of the most tedious parts of the social media process, but once achieved can lay the groundwork for your consumer base to grow and develop brand loyalty.

Seventh Gear Communications can help introduce a social media strategy for your brand and help craft content for your target audience. To learn more, reach out to us anytime!


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