Branding is a big component of getting the public interested in your business. The logo, your mission, and why your product is unique need to resonate with your target buyer personas. Maybe new customers arrive right away, and maybe they show up several months to years later.
But that entire time, you’ve been sending a message to keep them thinking about you. And if you’ve paid attention to what your audience is interested in, when they are ready, they will look at your website first. That’s a win! If branding is the “warm and fuzzy” around your company, product, or service… brand-building is the workaday process of creating / nurturing content on social media that “builds your brand” to “sell more stuff” (my working definition of “marketing”).
But if the response to your social media efforts is lukewarm, it’s time to review who you are reaching out to and whether they align with your intended target audience. Are you targeting the right people? With the right content? At the right time? On the right platform? Lots of questions – all must be a “yes” to succeed.
There are several social media platforms a business can invest in (Facebook, Instagram, TikTok, LinkedIn, Pinterest… even Reddit), but a trending platform may not host your ideal audience. Instead, prioritize platforms based on who you want to reach—align your marketing spend with where your target audience spends their time. Let’s examine the audiences for some key platforms for social media.
- Facebook: The age group with the highest percentage of users is 25-35, at 24.2%. But the second-largest audience is ages 45–54 at 14.2%. People use Facebook to connect with friends and family. Provide personal updates with photos, like a new baby or a family vacation. It’s also a spot to review news and watch videos on topics of interest, such as rescuing animals, volunteering, and attending local events.
- Instagram: Over 60% of users are aged 18 – 34. Instagram is popular among people who want an online presence. Influencers, celebrities and big brands love Instagram for its ability to share engaging reels about themselves or the products they are promoting. Reels showcasing fashion trends and travel destinations offer a certain Insta ‘flair’ that people enjoy. Instagram is also a fun spot for inspiration. For instance, finding new crock pot recipes or reviewing ideas for a bathroom remodel.
- TikTok: The largest age group on this platform is 25-34 years old at 35.3%. TikTok visitors are centered around entertainment. Whether it’s learning or connecting with others, it’s about entertainment. Dog and cat antics come alive on the page. Also, this is where online ‘challenges’ were born! Dance and ice bucket challenges are among the most memorable.
Have You Invited the Right Audience to Your Online Party?
This is the question. All of these platforms have steady viewers, but are they the right audience for your business? In my book, on social media marketing, I compare social media to a “party” and you, my friend, are the “party thrower.”
For example, if you are a paint brand, what are the key social media platforms to invest in? Is it LinkedIn or Facebook? Maybe not. A better option is probably Instagram. A mom scrolling through her Instagram after hours, looking to redecorate her living room, may be inspired by a colorful reel.
It’s a simple example yet very important. A business owner wants to leverage their digital media marketing dollars, and I’m here to help. Whether it’s TikTok, LinkedIn, X, Instagram, Facebook, or YouTube, each platform has an audience. And I can help build brand awareness and bring the right audience to your show. If you’re looking for a social media expert, consultant, or just a coach – reach out for a free consultation.
