{"id":6983,"date":"2023-04-12T10:00:34","date_gmt":"2023-04-12T10:00:34","guid":{"rendered":"https:\/\/scallent.com\/?p=6983"},"modified":"2023-04-12T13:08:18","modified_gmt":"2023-04-12T13:08:18","slug":"how-to-create-and-define-your-target-audience-on-social-networks","status":"publish","type":"post","link":"https:\/\/scallent.com\/en\/posts\/how-to-create-and-define-your-target-audience-on-social-networks\/","title":{"rendered":"How to create and define your target audience on social networks?"},"content":{"rendered":"

[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_single_image image=”6794″ alignment=”center”][vc_column_text]<\/p>\n

Sandra Caravana
\n<\/strong>Copywriter<\/h6>\n

[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_column_text]When we study marketing, there is one word present in every module: strategy.<\/strong><\/p>\n

Strategy, strategy, strategy. Keywords with more relevance and with more reach. At every point, on every front, digital or sales plate, you need a strategy. Which is like saying: you do nothing without well-defined goals. Nothing.\u00a0<\/strong><\/p>\n

But does strategy walk the streets of marketing alone? No.\u00a0<\/strong><\/p>\n

It walks, of course, hand in hand with the objectives and the target audience.\u00a0<\/strong><\/p>\n

Do we want to sell to all the people that exist on planet earth?\u00a0<\/strong><\/p>\n

We want to sell to our target audience. But who is the target audience?<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_single_image image=”6794″ alignment=”center”][vc_column_text]<\/p>\n

Sandra Caravana
\n<\/strong>Copywriter[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_column_text]When we study marketing, there is one word present in every module: strategy.<\/strong><\/p>\n

Strategy, strategy, strategy. Keywords with more relevance and with more reach. At every point, on every front, digital or sales plate, you need a strategy. Which is like saying: you do nothing without well-defined goals. Nothing.\u00a0<\/strong><\/p>\n

But does strategy walk the streets of marketing alone? No.\u00a0<\/strong><\/p>\n

It walks, of course, hand in hand with the objectives and the target audience.\u00a0<\/strong><\/p>\n

Do we want to sell to all the people that exist on planet earth?\u00a0<\/strong><\/p>\n

We want to sell to our target audience. But who is the target audience?<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]<\/p>\n

Target VS Persona\u00a0<\/b><\/h2>\n

The target audience is the segment of users\/consumers to whom you should direct your strategies. They are the people who are most likely to be interested in your product or services. They are the users\/consumers who have something in common with your brand, and who identify with your voice. It is a group of potential customers. <\/span>The definition of the target audience is the result of the market segmentation process, which identifies these groups of consumers with similar characteristics.\u00a0<\/span><\/a><\/p>\n

A persona is the personification of the target audience. It is a fictional character that represents the ideal customer of your business. It is the avatar of your online store. It is Magdalena, 40 years old, mother of 4 children, and influencer by profession with a new house that needs a lot of construction.<\/span><\/p>\n

Why is it important to distinguish between these two concepts?<\/b><\/h2>\n

Because when defining the strategy for the audience, we should not focus on the persona, although we cannot ignore it. The marketing strategy focuses on the target audience, whether we are talking about a physical store or social media, we are talking about <\/span>sales<\/b>, or <\/span>building a community<\/b>.<\/span><\/p>\n

Take a sheet of paper, your physical or digital notepad, open an Excel… whatever you prefer. Write down the characteristics of your target audience. Write who you want to reach. Characterize your community. Talk about the people you would like to be your customers, and how you would like those customers to act in your store.\u00a0<\/span><\/p>\n

To be even more specific: what is the ideal average cart size? Who will buy your store’s star product, or who will choose the basic service (the one that rarely makes a profit, but that you should always keep in mind to create a customer base)?<\/span><\/p>\n

You can read more about persona <\/span>here<\/span><\/a> and <\/span>here<\/span><\/a>. Today, the focus is on the target audience and social media.<\/span><\/p>\n

What social networks are we on?<\/b><\/h2>\n

All. Facebook, Youtube, WhatsApp, Instagram, LinkedIn, Pinterest, Twitter, Twitch, and TikTok.\u00a0<\/span><\/p>\n

The <\/span>We Are Social Digital 2023 Portugal<\/span><\/a> study shows that the age group with the most social network users is 25-34 years old.<\/span><\/p>\n

\"\"Source: We Are Social Digital 2023 Portugal\u00a0<\/span><\/h6>\n

What is the most used social network, right now, in Portugal? <\/span>WhatsApp<\/b>. It’s more of a platform than a network, but it fits well with the purpose of the social network: it’s not to share the newborn photo with the world but to get the photo to the family faster. WhatsApp has been able to update itself to the needs of the population by having a professional version. Recently, it made available the option to create communities, to have conversations with a larger number of users: good for businesses, and good for schools, and families.\u00a0<\/span><\/p>\n

I was Fact: WhatsApp has the option to block sending messages – only the group administrator can write; the other members can view and react with emojis. Going back to the same example: great for when another baby is coming into the family.<\/span><\/p>\n

\"\"Source: We Are Social Digital 2023 Portugal\u00a0<\/span><\/h6>\n

But is it the preferred social network? No. Here the winner is Instagram.<\/span><\/p>\n

\"\"Source: We Are Social Digital 2023 Portugal\u00a0<\/span><\/h6>\n

Maybe because it has a nicer image? That’s subjective. Easy to use? Um… All networks invest in UX Design and Writing. Is it a matter of fashion? Is it a generational issue? I lean more toward the latter option.\u00a0<\/span><\/p>\n

Facebook remains the social network with the most accounts in the world. The combined number of users of Meta products (Facebook, Messenger, Instagram, and WhatsApp) surpasses any other future combination. Facebook is not dead, especially for business. Proof of this was the rise of lives in times of confinement, causing many SMEs in the area of commerce to survive during the pandemic.<\/span><\/p>\n

Why should you define your target audience?<\/b><\/h2>\n

The truth is that each network has a different audience with different objectives. And so, if having a social media presence is part of your business strategy, don’t waste time creating a profile on all the above-mentioned networks.<\/span><\/p>\n

Lesson #1: Your business doesn’t need to be on every social network.\u00a0<\/span><\/p>\n

CMTV Alert? No. Can it be controversial? Maybe.\u00a0<\/span><\/p>\n

To the advocates of being everywhere: if you want to be everywhere, be creative in the content you post.<\/span><\/p>\n

Content is king<\/b><\/h2>\n

Or queen.\u00a0<\/span><\/p>\n

Content is everything in social media. It is the most important thing and without good content, there are no networks. But the same content does not fit all networks, even with the paradigm shift giving more emphasis and reach to video content. Content must be adjusted and adapted for each social network.\u00a0<\/span><\/p>\n

Whether it is video content, image content, or <\/span>text-only content<\/span><\/a>, the choice of content also depends on the voice of your brand and your audience. And it doesn’t have to be linear and forever: you can change it over time, gradually, or by rebranding – an investment that has shown good results. It repositions your brand and brings it closer to your customers. Sometimes all it takes is a change of logo to get the update you wanted.<\/span><\/p>\n

\"\"Source: Neil Patel Blog<\/span><\/h6>\n
Tell me what the Instagram logo was when you installed the app on your smartphone and I will tell you what generation you are from:<\/span><\/i>\"\"Source: Walterman<\/span><\/h6>\n

Know your audience<\/b><\/h2>\n

Audience? Weren’t we talking about the audience?<\/span><\/i><\/p>\n

Yes, but in digital marketing, we use the term audience: we are creating content for views, to create leads. Different nomenclature, but with logic.<\/span><\/p>\n

Learn what works and what doesn’t<\/b><\/h2>\n

Never forget: it is adults who buy children’s toys. Your company’s social media content is not for children, they are not the ones with buying power. Advertising can be done for children, using the traditional strategy of viewing times: in the breaks of cartoons, for example. The same happens with YouTube advertising, at the beginning of videos. The times change, and the channel changes, but the winning strategy remains.<\/span><\/p>\n

Use and abuse each social network’s tools to get to know your audience.<\/span> Instagram questions <\/b>were created with that same purpose. Basic, easy-to-answer, direct-response questions:<\/span><\/p>\n