How to Find Your Audience on Social Media
Building a small business involves a lot of work. Every step, from landing the right clients to hiring the best talent, is a challenge. Just when you think you’re set, one more thing pops into your mind.
Having a strong social media strategy is crucial for the successful marketing of your business. But, there’s Facebook, Twitter, Instagram, LinkedIn, YouTube, and the list goes on and on. Should you invest countless hours in all of these or choose one and hope for the best? How do you know you’re going to get the most marketing bang for your buck and your effort?
It’s unproductive and pointless to spend time on social networks that aren’t relevant to your audience, so it’s all about zeroing in on who you want to reach. Here are a few strategies for finding and reaching your target audience on social media.
Don’t Age Out
While there are users of all ages on every social network, there are some solid statistics that show user base is strongly influenced by age. As much as you might want to think that your unique concept crosses generational divides, chances are your target audience falls mostly in one or two age brackets.
Step one is identifying the age group of your target customer. You can then use this information to influence your social media strategy.
Here is a current breakdown of each of the popular social networks and the age of the average user.
- Facebook is the most generationally diverse. The largest portion of users are aged 18-29, but 30-49 is a close second. In fact, you won’t see a huge drop in users until you reach the 65+ crowd.
- Most Instagram users are 18-29. All other age groups combined don’t even equal half of their user base.
- More than half of Twitter users are 49 and younger, with 29 and younger having a slight population advantage.
- On LinkedIn, you’re going to find nearly equal amounts of users age 18-29 and 30-49. Usership doesn’t start to nosedive until users start aging out of career development.
- 60% of Snapchat users are under the age of 24.
- Pinterest has nearly equal users among all age groups up to 65, and the clear majority is female.
A Survey Never Hurt
One incredibly effective way to find your audience on social media is to ask your customers where they are. A good, old-fashioned survey does the trick.
Simply ask customers which social media platforms they use the most, and when they’re most likely to be on those platforms. Include your survey in emails, newsletters, on your site, and even in your store. A small incentive like a discount on a product or a giveaway can easily drive up participation.
Tracking Audience Behavior
The next biggest key to finding your audience on social media is to identify when they’re on social networks, and why. Do you cater to a 9-5 audience that’s more likely to leisurely enjoy social media on the weekends? Or maybe, your target is a younger, college crowd whose habits are more diverse.
If you’re not posting when they’re online, you’re never going to reach them.
Secondly, what are they doing while they’re there? Are they interacting, watching videos, or catching up with the news? This is important is because you need to create content that they’re going to want to engage with.
It’s all about understanding their habits. This is an area where you’re going to want to take full advantage of every analytical tool social media has to offer. The data will tell you not only when your audience is online, but which of your posts they’ve found most engaging.
Repeating successful behavior is a great habit for building strong social engagement.
When you’re ready to make a splash on the social media scene, we’re here to help guide you with a targeted marketing plan. Reach out to BeeSmart Social Media today if you want to find out more about our affordable social media options.