Creating Social Media Content that Connects
With Your Target Audience
December 30, 2020
One area where many businesses struggle is their social media presence. As we’ve said before, having a strong social media presence is essential in bringing your business to the next level in the modern business environment. In fact, according to The Economist, using social media was the best modern marketing technique for business growth in 2020. Long story short, having a strong, effective social media presence is something your business needs to have.
This blog post covers some actions that can be taken in the operation of your company’s social media page, that will help you reach your target audience the right way. Let’s jump in.
1. Your post should add value to your target audience’s life.
Before we get too far into this, I want to ask you a question. What’s the main point of selling your product or service (other than making money)? You should be thinking something along the line of solving a problem for your customer. Well, that’s exactly what your social media should represent.
How can your company solve a problem for your clients or prospecting clients? If you can effectively show your clients how your company adds value to their lives, client interest and interaction with your social media page will increase. Likewise, sales rate of your product or service will likely increase as well.
To illustrate the value of your company, you need to make posts that are easy to read and understand, apply to your target market’s lives, and, like I said, solves a problem for your target market.
An example of a bad social media post would be posting a picture of the inside of your store. You know, the typical low quality, meaningless, unexciting post with 3 paragraphs of text beneath it. The one that gets 5 interactions on a good day. Nobody wants to click on something like this.
A better alternative could be a high quality, short video of someone using your product firsthand. This is almost like a DIY video of how to use your product. Compared to the last example, this post is engaging, relevant to your target market, and easy to understand.
Here's another example taken from the Drabe Media Instagram. The post is relevant, illustrating how Drabe can make life easier for the consumer (by creating good social media advertisements.) The post is easy to understand, without too much confusing text on the screen. The post also solves the issue of a company creating their own social media posts. These three factors clearly illustrate the value of the company to our target audience.
2. Organize your posts with smart organization.
This is another important aspect of making your social media posts attractive to your target market. In the majority of cases, people browsing on social media don’t want to sit and read paragraphs of boring text. Even if that text is extremely important to the point you want to get across, people still won’t want to read it. People want to get the just of the information.
Smart organization is used to fix this issue by planning and organizing sections in a way that entices the user to read more.Essentially, smart organization is finding the most important points of what your company does, then highlighting these points to the eye of the user. Then, inthe case of social media, you invite the reader to continue reading or learning elsewhere, typically on your website.
With smart organization, your points of emphasis are presented to your audience. If the target market is interested in those points, they'll keep reading wherever the rest of your information is available. On the other hand, if your target market is uninterested they will keep scrolling, then you re-strategize and change your points of emphasis next time around.
Now, there are a few different methods to actually practice smart organization and help keep your social media text easily readable foryour audience. Successful social media pages often employ these strategies to best get their point across.
- Use numbered lists or bullet points (just like we are right now).
- Use headers if you absolutely need a paragraph of text.
- Use short bursts of text. (These grab attention better, while also making people ask, “What do they mean?)”
Above, you see an example of how to use smart organization in a post. Rather than typing full paragraphs of long text that nobody wants to read, we utilized smart organization by placing simple, easy to read text in a numbered list. People are much more likely to engage with this post than something with long text that they already know they don't want to read.
3. Create content designed for your target audience.
Lots of businesses go into social media management without a plan. Now, typically when people think about social media, no plan is associated. People can post whatever they want (for the most part) whenever they want to. For the individual, this is great. For a business, however, you need to have a plan of attack. How can you communicate with your target audience the best on a consistent basis?
That's what creating content for your target audience is all about; Creating something that your audience wants to see and developing a plan to continue to provide quality content to your audience. When we at Drabe do this, there are three questions we typically ask ourselves to see if our content is best designed for the target audience.
- Would my target audience enjoy looking this post?
- Is my post trendy?
- Would my target audience like and share, or engage in some way with this post?
To answer these questions, you have to get into the mind of the target audience. You have to be able to understand what your audience wants to see and how they’ll interact with your post.
Typically when you think about someone interacting with a post, you need to visualize the time they spend on social media, what type of content grabs their attention, what social media platform they'll be on, what they're interested in, and what they’re hoping to get out of your post. If you can visualize this, you have a much better chance to increase interactions and views of your post.
Similarly, when you visualize the mindset of your audience, you have to be aware of emotions of the audience and how to play on those emotions. For many businesses, being funny is a surefire way to get an interaction with your post. For others, you may want to incite anger at a product or service that another business or organization has provided them. You may want to give cheerfulness or hope to your audience about the future. Activating some sort of emotion in your audience greatly increases the chance of your social media being effective.
Next you need to figure out if your post is trendy. Now, trendy means a couple of different things when pertaining to social media. One, your post should look pleasing to the eye, and meet the standards of the time. Do not make your post look old and outdated. Catch the eye of your audience with a clean, modern post instead. Two, your post should be relevant to whatever may be going on in the life of the audience. While it’s important to have a plan of what to post about, it’s just as important to post about something that’s relevant.
Then you can think about the aftereffects of those individuals viewing your post. If your target market views and enjoys your content, how can you get them to share and like (physically hitting the like button) on your post. Thanks to most social media algorithms, the more interaction your post generates, the more likely it is to be viewed. This being said, getting interactions on your post is essential to reaching the full extent of your target audience.
These tips and tricks for social media are surefire ways to create quality content for your target audience. While planning and executing these tips are no small task, you’ll thank yourself down the road, when you can finally start reaching and interacting with your target audience.
This article was written by Ryan Devito.