Reaching your target audience on social media isn’t as easy as making a Facebook post. First, identify who your target audience is, and where they are online, so you’re better able to market to them.
Social media is evolving, and different demographics are using different social media platforms, which means you shouldn’t assume that all Millennials are on Twitter and that all Baby Boomers are on LinkedIn. You need to research the audience you want to market to, Sprout Social has a fantastic article with infographics highlighting which age group is on which social media platform.
Identify your target audience
To have a more segmented audience, think about the following questions:
- Who is purchasing your product?
- Who do you want to buy your product?
- How expensive is your product?
- Where is your product located, is it accessible to the intended target market?
- Where are they online?
According to Sprout Social’s article, 45% of women use Pinterest, and 34% of Pinterest users are ages 30-49. If you’re a small business trying to target college-educated women who are between the ages of 30-45, try using Pinterest to get your message out.
How do you find people?
The first step to finding your target audience on social media is to identify them. A good place to start is by doing some old-fashioned research and segment your audience. For instance, if you’re the owner of a small business and you’re trying to get women ages 30-45 to buy your product you’re going to want to know the demographics and psychographics of that age group. That’s a large group of women, and they don’t all think the same way, or have the same purchasing behavior.
If you’re trying to your audience on Twitter, use search.twitter.com- you can search a wide range of topics and criteria, key influencers, and locations.
If you’re looking for target audience on LinkedIn, use their advanced search- you search keywords, job titles, and industries all within certain locations. Also, you can join groups on LinkedIn that fit your industry.
Facebook is another great tool for finding people, and it’s straightforward and simple. With Facebook search, you can get very specific with the information you’re wanting to collect. You can search keywords, community pages, industries, and locations to see what people are talking about.
When it comes to finding your target audience on Pinterest, it’s fairly simple. Pinterest is where people go to search for specific products and services, whether it’s makeup, DIY, vegan cooking, or technology. As an organization, you can Promote Pins based on what people like. Your Promoted Pins will pop up to the people who are most likely interested in your brand, and that way you can target based on areas of interest, lifestyle, hobbies, and location. By running audience targeted campaigns through Pinterest your brand/organization can boost online traffic, “which typically see a 28% increase in engagement rate” (Pinterest.com).
Hashtags are king on Instagram, a great way to find your target audience is through industry-specific hashtags. Searching hashtags on Instagram is an easy way to see trends in a specific industry, as well as find people who are in that industry. Also, with hashtags, you can see what your competitors are posting about. Aside from hashtags, there are the beloved @mentions. Mentions are a lot more interactive than hashtags, mentions allow you to connect with your target audience. Another great way to gain followers from your target audience is to mention popular accounts that your target audience follows.
Snapchat is huge right now, and a lot of business and brands are hopping on the Snapchat train, but not all businesses should be on Snapchat. If your brand or business’s target audience is in the 40-year-old plus age range they probably won’t be on Snapchat.
So how do you find your target audience on Snapchat? The easiest way is external, link your Snapchat account to all of your social media, and if you have a strong following on those sites chances are your followers will be more than happy to add you on Snapchat.
The audience you’re looking for is out there, you just have to know where to find them. If you need help finding your target audience on social media, Blayzer can guide you! Just checkout our social media marketing page.