19 Mar Are You Giving Your Audience What They Want?
It’s so easy to get caught up in your to-do list. You have requests from your internal team on what you should be showcasing in social, and, if you’re not careful, that ends up dictating your social media strategy. But are you giving your audience what they want?
Instead of getting caught up in the cycle of “these are the brand messages that we need to push” (which is something we see too often) take a different approach. Take the key brand priorities and determine what’s in it for them to provide what they what. After all, it’s all about them, not you.
How to know what your audience wants?
- Start by looking at the data. Take a deeper dive into the data on your social media channels. What is your audience engaging with? If you don’t have benchmarks in place, now is a good time to start so that you have something to compare against when looking at content performance.
- What is the community saying?If you are a social media community manager, or if you have someone in charge of it, chances are they can answer this question for you with ease. Since they spend the majority of their day in the community, your CM should be able to relay to you what the community is engaging with, what they are passionate about, and what they just don’t prefer to see.
- Test and learn. Once you have the data and know what the community is interested in, test and learn a few posts! One of the brands I recently worked on has a foundation in Christian beliefs, and I noticed that not only was Bible journaling something that the fans were passionate about, but it was something that the community was organically talking about. So, we decided to test a UGC post with Bible journaling (#client). The results were impressive. Over organic 10K likes! We received comments like “Needed to hear this today” and “Where can I get a Bible journal?” which deepened the conversation and allowed us to direct to a similar product on Altar’d State’s website.
Instead of publishing social media content that you think you audience will engage with, get to know them a bit more and create content that makes them stop in their newsfeed. There’s a lot of content. Is your brand’s content thumb-stopping?
Have questions on how to tailor your content to your audience? Contact us.