Social Media: Know Your Audience Part I

15
Apr
2014

Social Media: Know Your Audience Part I

Social Media: Know Your Audience Part I

We’ve talked about social media before. But at Rhubarb Fool we’re more than aware that sometimes important things bear repeating – and if we blog about social media a lot, it’s because we’re thinking about it a lot.

More specifically, we’re thinking about how it can be used to our clients’ best interest. We live in a fast-paced age where the consumer rules. These days, people have a whole lot of choice, not only in the products they choose and the brands they ultimately engage with, but in the ads they engage with. Marketing and advertising campaigns are no longer just inconveniences foisted on people during an intermission or leering at them from a poster on the tube – they are morphing into content that people actually want to interact with – something they’d choose to watch, or look at, and most importantly, share. You have to be ahead of this trend if you want to make the most of your business. Which is why specialists in content marketing like us at Rhubarb Fool are here to help deliver quality, original content that will captivate your customers. With that in mind, let’s think about the importance of audience. The most effective social media campaigns – the ones that resonate most strongly – have a keen sense of who they’re trying to target and why. A great example is Dove’s 2013 ‘Real Beauty Sketches Campaign’. It’s no secret that their biggest consumer group is women, so their social media marketing team zeroed in on that key demographic, focusing on their observation that ‘women are their own worst critics’. It was with this resonant truth in mind that they created a campaign encouraging beauty as a source of confidence, hiring an FBI sketch artist to draw two portraits of women without seeing their faces – one as described by the portrait’s subject and another as described by a subject’s acquaintance. The difference between the two portraits was striking – the women themselves focused on their flaws, whilst their acquaintances saw beauty. Even more striking is how this moved the customer base: over 114 million people have watched the video, which went viral on social media outlets. The compelling video also became the number one viewed online video ad of all time within a month of launching. It is currently the 4th most shared video ad of all time. The lesson to learn from all this? Knowing your audience is important. Don’t only figure out who they are, but get inside their heads. How do they view themselves? What are their aims and aspirations? What makes them feel good? All of these things will help you to create a successful social media campaign that will engage them. What social media platforms do they use? Youtube tends to be a safe bet as everyone watches videos on it, and share via other networks. Instagram is becoming the daily go-to
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for most people to look at beautiful images, whilst Tumblr attracts more creative types. Twitter encourages immediate engagement and up-to-the-minute communication, whilst Facebook fosters more meaningful social interaction and sharing. If you target the platforms where your audience are most active, then your campaign will reach them and resonate even more effectively. But what about knowing your audience when they hail from further afield than the western world? That’s one for next week…Knowing Your Audience, Part II.
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