Social Media Marketing Law #1: Understand Your Audience

The first rule of social media marketing is to get to know your audience.

Unless you do, you'll never be able to create content that consistently drives them to take action on whichever platform you're using.

It's not all about demographics

Demographics matter, but they don't give you the full story and focusing solely on age, gender, location etc means you'll never be able to connect deeply with your audience.

What do Prince Charles and Ozzie Osbourne have in common?

They are both white, British men aged 73 who live in a castle and have been married twice!

If you focus solely on demographics you'll find it hard to create content that speaks to both of them!

How does your audience use social media?

As marketers, we use social media very differently from the average user.

Understanding how your audience uses your platform of choice means you can create content they'll easily be able to consume at a time they can enjoy it.

There's little point in going live at 3 pm if your audience is full of Mums on the school run, for example, but they might indulge in a short video during the Love Island ad break.

What matters to your audience?

The best content on social media makes the audience feel like it was created just for them.

“Are they listening to me?”

When you know what matters to people you can create content that leaves them feeling like you're listening to them.

What are they sharing on social media and talking about with friends? What content do they see and think “that's so me”?

Nail these three things and you're well on your way to creating a great Audience Persona.