By ARBEN KQIKU
Around 80% of people in developed countries now use social media regularly, with Facebook and Instagram being the most popular channels. The main appeal of social networking is that it offers content tailored to the unique interests of every user, not to mention an easy way for people to keep in touch. And, since every interaction leaves a trail of data, it’s possible to build a social media persona for every user – and that’s one of the most valuable marketing tools of all.
The route to impactful social media messaging
Social media users want content that is tailored to their interests. To determine what sort of content will resonate most with your target audiences, you need to know what drives them. This requires building a digital buyer persona that represents your ideal customer, and social media is perhaps the best venue of all for acquiring the necessary insights. This doesn’t only apply to businesses, but to any organisation or individual wanting to build an audience.
One of our clients is a leader in the luxury watchmaking industry, which sought to promote a new line of products. The goal of their campaign was to serve different messages to different audience segments, to demonstrate that they were in touch with their unique preferences and needs. The themes we covered in the campaign were:
- Technology and ease of use
- Brand prestige
- Manufacturing materials
- History of the brand
These themes appeal to different segments of the company’s target audience, thus we had to find a way to identify the buyer personas most likely to be interested in the brand. We began by dividing social media users into two groups – those who often share their new purchases on social media, and those who prefer to keep a low profile.
Over a period of several months, we exposed existing social media personas to the full range of the themes covered, using Facebook and Instagram as the platforms of choice, since that’s where most potential customers were. Moreover, Facebook makes it easy to segment target audiences based on factors such as age and gender. Now, we just had to wait for the results.