How to Understand Your Social Media Audience

Once, there was a saying, “Content is the King”, today, we’d like to claim that, “Database is the king”. We as individuals have witnessed how details about our lifestyle choices, our gender, our job profiles & our location have become a massive source of input for marketing strategies of any business. The CRM databases of businesses today, not only have the details as basic as their audience’s full name & phone number, but have a holistic idea about them!  Well, your eyes always have to be on their audience & if this data is used ethically, you turn your audience into consumers of their products.

Social Media depends heavily on “Audience analysis” which helps the curators to curate their content based on the audience glued to their page. 

From Facebook to Instagram, each has an insight to the follower’s lifestyle choices & other such details. As a business, knowing the demographics of your audience is mandatory, than sheer content creation based on the lines of your business requirements. If you wish to understand your social media audience, you must take a look at the Facebook Ads Manager in case of your Facebook page, which offers detailed statistics of the age, education level, job profiles & even relationship status of your audience. 

Depending on the inputs from the Audience Insight you can understand the purchase behaviour of your audience & plan your content on those lines. As for Instagram, gathering data about your followers at large is a cakewalk. Details such as gender distribution, age, top locations & even time & days when your audience is most active is a boon of being on this platform. You can actually make use of this data while posting content in a day. Instagram also offers the businesses to understand which particular post- content of yours is most effective. These details offer a good opportunity to fathom what type of content is most likeable & convertible into a purchase. To know your audience is as good as understanding your partner in a relationship, the more you understand the better you cater to their needs as individuals.

Twitter, too offers analytics based on Interests, Occupation, household income categories & consumer buying styles under their analytics.  Twitter is “THE PLACE” for spreading the word through tweets by knowing the popular hashtags & bio words of your followers’ bio & posts which makes it an added advantage of this platform. One can really ramp up their content based on the word choices of their followers on Twitter. There are other tools to understand these analytics, apart from the Insight option on Twitter.

So, in all if we have to sum up the “HOW” to understand your social media audience, follow these 5 simple steps:

  1. Identify your audience demographics  (Age, Gender, Location)
  2. Identify their  psychographics (Interests, Lifestyle choices, Behavior & values)
  3. Merge your brand identity with your creatives & content posts on social media
  4. Know the most suitable platform for social communication, based on your brand’s audience
  5. Keep a tab of your Market research by continuously conducting surveys & analysis of your ever-changing audience.
Author: Samiksha Khanduri
Samiksha is a college educator and a professional writer. She has two books to her credit. With experience of working in the digital industry and having headed product development, Samiksha brings in the much needed insights for seekers.

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