Social media: the importance of knowing your audience to plan a campaign

Social media: the importance of knowing your audience to plan a campaign

Before engaging in the creation of a marketing strategy in social media, it is imperative to know your audience and know where you can find it.

Once you have done the research and you have been able to get answers to these questions, it is advisable to create an imaginary person linked to social media that is the guide for planning an editorial calendar and a promotional campaign.

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Some tips and data that may be useful in this research is the reason for writing this post to help you to maquetear the imaginary person of social media that represents our audience.

1 – Audience by age in social media

The different social media have an audience composed of users of different ages. Several factors affect this, from the design of the platform to the activities it promotes, but we are not going to analyze this in depth now. What we must emphasize that this realization is an important fact in the investigation to carry out a promotional campaign.

For example, 45% of the audience of Tumblr’s is younger than 35 years, considering the social environment of young people while Linkedin has 54% of its audience in users over 45 years, which makes it the social environment of the Adults.

If our product or service is aimed at a specific age group, that is, if the imaginary person we have created has a defined age range, this report will help us direct our efforts to a social environment that connects with it.

2 – Audience for annual income in social media

It is advisable to consider that your audience has sufficient income levels to be able to buy the product or service you are offering. It is also a good idea to adapt different offers of products with the characteristics of the users of the social environment that we are using.

For that we must know data about what are the social media that users use related to their income:

3 – Audience in social media according to their purchasing habits.

The third aspect to consider are consumer purchasing habits and the help that social media makes in driving it.

Buyers who start the purchase process on Facebook see more products and related content. As a result, visitors who enter retail sales sites from Facebook look at seven pages per visit, while those who visit through Twitter see three pages per visit and visitors from Pinterest above four.

The conversion into sales more frequently in social media is also another aspect to consider; while Facebook has a 2.63% conversion, Twitter has a 1.09% and Pinterest converts a percentage of 0.93%.

Finally, the size of the order is also statistically measurable and usable at the time of designing an advertising campaign; For example, Pinterest buyers place orders worth $ 168 on average, Facebook buyers have an average order value of $ 94.70, and the purchase size of Twitter is on average $ 70.84.