Finding Your Social Media Target: 5 Tips to Find Your Target Market on Social Media
Social media marketing should be one of the core marketing activities of any business due to one simple reason: it’s where people are nowadays, with more than 3 billion daily active social media users all around the world.
However, there are many businesses that are not yet successful in social, even after they spent a significant amount of time and money. Are you currently suffering from a similar issue? There’s a high possibility that your content and posts simply don’t reach the right audience.
Here, we will learn how we can find our target market on social media, and how we can effectively engage with this ideal audience. The first step is to figure out our ideal social media target market, as we will discuss right below.
1.Define Your Target Audience
Before we can try to find where our target market is, we must first identify them.
Define key demographic data like:
- Profession and income level
- Education Level
- Marital Status
And so on.
The more details you can use to describe your ideal audience, the easier it will be to find them. However, this is easier said than done, as there is no one-size-fits-all approach to define your ideal audience. In most cases, the process will involve plenty of trial and error such as:
- Competitive analysis. Chances are, your competitor’s target audience should be similar to yours, so analyzing their approach in reaching customers can be very valuable.
- Reverse engineer your product. Especially, figuring out the specific benefits provided by your product/service, the pain points it addresses, and so on.
- Market research. There are various social media marketing tools that can help you gain insights into your potential target audience, including free ones provided by the social media platforms (Facebook and Instagram Insights, Twitter Analytics, and so on).
Remember that it’s 100% okay to have more than one target audience, especially if you are selling more than one product or service.
2. Know Which Platforms Your Audience Spends Their Time On
Let’s discuss the major social media channels and specifically, their audience base:
Facebook might not seem to be as popular as a few years back —especially for younger people. However, various studies show that Facebook is still the most used social media network with over 2.4 billion active users in Q3 2019 and 32% of users aged 25-34 y/o. With this in mind, it’s a safe bet that your ideal audience is going to be on Facebook.
More than 1 billion people use Instagram every month, 67% aged 18-29. Instagram used to be a platform that is mostly used by women, but nowadays the gender mix on Instagram is getting closer with 52% female users and 48% male users. If you are especially a B2C business targeting younger people (millennials and Gen Zs), Instagram is probably where your target audience is most likely to be. Running ads on Instagram and Facebook is a great way to target users on these platforms.
LinkedIn has more than 500 million registered users and 303 million are active per month. LinkedIn is a good place if your business is targeting professionals, or if you are a B2B business. Also, 45% of LinkedIn users have an average annual income of $75,000. LinkedIn might be a good place to find your audience if your product/service is relatively high-priced.
Twitter had 330 million active users every month in Q1 2019, with 134 million daily active users. Around 63% of Twitter’s active users are between 35-65 years old, and 66% are male. If your ideal audience—as discussed in the previous step— belongs to this group, you might want to target Twitter in your social media campaigns.
3.Following Your Competition
On the first point above, we have discussed how one of the easiest ways to find your target market is to simply conduct a competitive analysis. Since social media is transparent by nature, we can quite easily check our competitors’ social media profiles, and monitor certain aspects like:
- Who followed their profiles and who they follow
- Their posts and content
- How their customers interact and engage with their social media profiles
Before anything else, the first step is to identify who your key competitors are. This, can be easy or challenging, depending on many different factors. In general, here are the necessary steps to conducting a social media competitive analysis:
- Identifying (key) competitors on social media
- Find out which social media networks/platforms they are active on
- Identify their approaches and digital marketing strategies on each of these platforms
- Identify their past campaigns/activities on social media and if possible, the results
- Find out the performance of their overall social media strategy
- Define how they are going to challenge your business
- Find gaps in your own social media strategy
Conducting competitive analysis can be valuable for your overall social media strategy, including helping you find your target market on social media. The idea is to find competitors that also target a similar audience to yours, and analyze their approach. Imitate and improve upon their successful campaigns, and avoid (or fix) what they did wrong.
4. Develop Content For Your Target Audience
This step is done after we’ve figured out our target audience and the platforms they are on.
In general, there are three main principles in developing content for social media:
- Aim to post at least 1 high-quality, engaging content piece every day. Check out Neil Patel’s tips on how you should measure content engagement.
- Posting curated content (content from other people/companies that might interest your audience) can provide benefits for your brand, but don’t do it more than once a week
- For hard-selling promotional posts, you shouldn’t do them more than 2 times a week
Create a well-balanced content plan, and remember that the secret of creating an engaging post is to truly understand your target audience: their needs, pain points, behaviors, and how your posts can address these.
There are two core ingredients for a successful social media marketing plan: engaging content and the right target market.
No matter how good your posts are, they won’t bring any significant value unless they are reaching the right audience. On the other hand, you might already be targeting the right audience. If you don’t develop the right content that is valuable for your audience, your campaigns won’t be effective.