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How to Make Your Online Audience Work For You

The rise of social media has not only changed the way we communicate (LOL smh #ForRealTho), it’s changed the way we market. Gone are the days when promotional content was just meant to be viewed – now it’s meant to be INTERACTIVE and SHARED. A platform centered around user engagement, social media gives advertisers the ability to have their audience retweet, tag and forward content well beyond the original ad buy. Here are three tips on how to get your audience to do the talking for you.

Know Where Your Audience Lives

With new channels being added daily, the social media landscape and its demographics are constantly changing. Here’s some recent demographic research to guide you:

LinkedIn remains the number one platform when it comes to B2B social media marketing; its main user population is the most educated with the highest income ($75K+).

Facebook still has biggest audience with the largest concentration between 18-49.

Twitter remains most popular with people in their 20s and fairly even among men & women.

Instagram continues to grow its audience with the addition of Stories and IGTV and is slightly more popular among women than men.

Snapchat remains popular with 18- to 24-year-olds, then usage drops off.

Once you identify the social media platforms best suited to your audience, you can tailor content accordingly.

Make it Shareable

Strategic ad buys may get your campaign into the feeds of your target audience, but if your content isn’t engaging, you’ll be missing out on a ton of organic exposure. The success of Nike’s “Dream Crazier” ad is a perfect example of how far engaging content can travel. With an empowering, pro-woman message, the commercial got audiences talking (and sharing), earning the spot coverage and conversation that amplified the video for free, days after it premiered. To truly make social media work for you, design your content to be something your audience doesn’t just consume, but shares.

Work Engagement Into the Campaign

From contests and challenges to polls and quizzes, adding interactive elements to your campaign is a sure fire way to generate a buzz. Don’t believe us? Ask AirBnb. Its interactive digital marketing strategy increased their Instagram followers by 341 percent!

As with any marketing initiative, having a strategy is paramount to ensuring a good ROI. Understanding the behaviors of the audience you want to target will help you build an impactful social video campaign. Need help? We work with you to help build the strategy and the resulting videos so you see measurable results.

Want to learn more? Download our FREE Video Guide for Social Media below.