The most common mistake by first-time social media marketers is thinking that posting good video content can do the trick. Of course, good quality content works and attracts new people to your page, but if you are looking for a specific audience to convert into leads, it is essential to target the right ones.
As per the study, 78% of people watch videos every week, but less than half might be interested in what you sell.
Therefore, you should deliver the video content to the right people looking for relevant information. The more you focus on the target audience, the better your content performs business-wise.
Around $37 billion is wasted in ad spend every year from advertisements that fail to entertain the target audience.
According to GlobalWebIndex, about 54% of social media users use social media to find products.
Approx. 98.3% of Facebook users browse social media on mobile devices. (Statista)
93% of Twitter users are open to brands contacting them for conversation, such as delivering help and support. (Twitter)
What is Target Audience & Why is it essential?
You have probably heard ‘Quality over Quantity’. It seems logical in marketing as you are not posting to get followers but to spread brand awareness and bring leads to your business. To achieve this, a target audience is a must.
A target audience is a specific group of people who are most likely to be interested in your business with the same content patterns as your existing customers. These are the people with the potential of making your content viral by sharing within a group, liking, and connecting with you to know more about your product and services.
The target audience is defined by demographics, gender, profession, and age, depending on what you are selling.
Having the right target audience is like having a set roadmap to create videos based on your customer preference. Not only does it narrow down your marketing efforts, but helps in creating videos that appeal to the right people.
For instance, if you have posted a product demo video on social media, you don't have to waste your money by targeting random people and ending up with views and likes only.
You can filter the leads within a set group of people and save money while planning social media ads. However, when you think of a potential customer base, you must know two categories of target audiences online -
- One with the purchase intention looking to buy something genuinely
- The other is interested in either enjoying your content and making a purchase in the future or just supporting your brand.
The target audience helps a brand reach more interested buyers with the power of sharing and communicating over the same topic. For instance, if someone likes your product and follows it, they will recommend your product to their friend or colleague who might share the same interests. Hence, you cannot go further without determining your potential buyers.
How to Find Your Target Audience?
Now is the time to find the right target audience for your business marketing journey. Here are the most effective ways to find the target audience on social media -