Being able to target key demographics of people is what Facebook and other social media sites do well. Our online profiles provide the companies with a wealth of information, and paid exposure to the right audience is make-or-break for online branding. Here are some considerations to help you direct content to the right audience.
Targeting your brand at specific age demographics can help narrow your field, e.g. teenagers, people in their early twenties, late-twenties to early-thirties professionals, middle-aged and seniors. We all have different needs and this depends greatly on age. It also determines how much money we have. For example, young professionals without children and retirees without children at home have more expendable income than other age groups.
Most of our online connections are with those who live close to us, so what we share online increases exposure to certain geographical pools of people. Social media tells us what our friends like and also shows sponsored content depending on our locations, as well as our reviews of what we have read and purchased. So remember that while your brand may be a global one, it can become popular in certain areas with more of your target demographic.
People follow what they are interested in. And although something new may come along where you are the ideal candidate, it is possible to know and offer what an audience wants before they want it. Relevant information can include audiences interested in real estate, technology, fashion, travel, sports etc., and if your brand aligns with these key factors, it can make a world of difference.
There’s a reason why we don’t talk about politics and religion- although online it’s a different story. We share news and current events often to Facebook and Twitter, and what we identify with puts us in very different categories. Understanding your audience this way can provide valuable insights into your audience and how they think and how your brand will be interpreted. For example, companies that provide social inclusion, are environmentally ethical and companies that lean either left or right wing.
While both of the sexes are similar in many ways, there are still some major differences. If your brand is aimed at only males or females, or if it leans more towards one, it’s best to know how people in all of these categories may differ from each other. This difference also determines where and from who people get their information and ultimately where your brand will be seen.
Need help defining your online audience? Speak to our experts in branding and digital marketing at MK2 today.