Around the world, brands spend millions on advertising, but is this really necessary? Solidifying your perfect audience before spending this amount is an unparalleled benefit, saving you from wasting time and money. By 2023, the number of social media users in the United States is predicted to increase to approximately 257 million users. Nearly 90% of people between 18 and 29 have used at least one form of social media. This demographic also has large spending power; users in this age group tend to be better educated and relatively wealthy, earning over $75,000 per year on average.
There is great power in social media. Looking at the sheer number of users across platforms tells us this; 2.74 billion people use Facebook, 1.22 billion people use Instagram, and 1.39 billion people use TikTok. Social media has changed the way we interact online, allowing users to discover what’s happening around the world in real-time. It allows people to connect and stay in touch across long distances, access endless amounts of information, find common ground, and embrace new interests. Social media is a valuable opportunity, allowing businesses to build loyalty and influence buying decisions.
Although there are many benefits to social media, it is often used poorly in the advertising world. Common issues include reposted content across platforms, formal tone, click-baiting, conversion-only posts, and too many platforms. Many companies will repost the same content across every social channel, but each has a different audience and needs unique delivery. Using a formal tone across social media platforms is ineffective; use social media as a way to reach people rather than leads. If you reach the right audience, you don’t need to ask for engagement, so clickbait is unnecessary. Building followers and earning their trust rather than just pushing a product in every video will yield better results. Finally, one or two social media platforms that are well done will do better than less effective engagement across many platforms.
So, how does your business find the right audience? Phase one takes 60-90 days, centered on building a strong foundation of content, becoming aware of the sensitivities around your demographic, and observing the environment around your platform. When building your foundation, shoot a wide net with the content within your space and then use the data collected on user insights for the 2-3 months to improve. Identifying your audience can help tailor your content to meet their needs. Finally, figure out how your content fits within the environment of each social media platform.
Phase two looks at tone and timing. After solidifying your content needs, learn the general character or attitude to communicate effectively and build new audiences. Based on the characteristics of phase one, using insights gives you control over when to reach new or current audiences by posting at particular times. Phase three focuses on controlling emotions. Consistency is key; don’t make knee-jerk decisions based on the responses of an audience. Use these responses to make micro improvements within your space. If phases one and two are done properly, it will give you consistency without worrying about the algorithm. When advertising is made more relatable to the pure source, it's more successful.
Source: Bang Productions