How To Find And Target Your Social Media Audience

June 6, 2022 Lucy Booth Industry, Social Media

We all know by now that the power of social media is immense. When used correctly and to its full potential, social media platforms can really boost your business profile and expand your brand awareness.

Why you should define your social media audience

Finding and targeting the right audience for your business on social media is crucial. Not only does it let you speak directly to people who are interested in your services, but more importantly, it helps to convert visitors into customers.

On the flip side, speaking to a broader audience doesn’t tend to generate great results, although it can initially help to build a general following. If you think about it, you wouldn’t speak to a child, parent and grandparent in the same manner. By altering your tone of voice for each, you’re more likely to achieve a better response from each individual. Applying this thought process should help you to hone in on a specific audience and help you to achieve better results for your business’ growth.

In a nutshell, benefits to targeting the right audience for your business include:

Interested followers are more likely to choose you versus your competitors
Your conversion rate will increase
You can drive more traffic to your business platforms
Creates more awareness of your brand
You can build and maintain better relationships with your customers which in turn will generate reviews and build trust

How to figure out who to talk to on social media

Step 1: Speak to a wide target audience

First things first, it’s good to start with a broader target audience. This will help you build engagement from a variety of users, and using the data from this, you’ll eventually be able to find a more refined target audience for your social media.

Step 2: Analyse your engagement trends

Once you’ve got a decent number of followers from a broad pool, you can begin to take a look at recurring trends and statistics on each social media platform. When analysing engagement trends, it’s a good idea to look at different demographics, behaviours, locations – the list goes on!

In a nutshell, outline exactly who’s interacting with your content. You can often find handy social media insights on the platform itself. Nowadays, channels like Facebook and Instagram actually provide breakdowns of monthly engagement data trends which will help you understand exactly who is interacting with your content.

Step 3: Understand why your audience is following you

It’s handy to find out why your audience is following you. Why are they interested in your product or service? By developing a sound knowledge, you can create content that is generally more valuable to your audience and therefore continue to build a bigger following.

With various social media platforms being used widely these days, it’s useful to learn the type of content your followers prefer. For example, TikTok tends to be for short, raw and uncut videos, whereas Facebook is often used for sales posts, user-generated content or for advertising events.

Step 4: Refine your content for your intended target audience

Once you have a better understanding of the audience that are engaging with your content, you can begin to refine your content. Examples of refining your content include launching targeted ads or building on your customers’ likes to make more of what they want.

Getting to know what type of content works where and refining your target audience is a great way to effectively advertise your business online. At the end of the day, if you can post likeable content for your followers, you’ll turn over more sales and visitors and generate more leads over your competitors!

If you’d like to find out more about refining your target audience, drop me an email to [email protected]. I’ll be more than happy to chat!

In Other News: Instagram Kids Gets Shelved, Influencer Marketing Keeps Growing, and Consumer Confidence Tumbles

September 29, 2021 Maya Benabdelhadi Business, In other news, Industry, Influencer Marketing, Insights, Instagram, Social Media, Uncategorized

Welcome back to our weekly update, deciphering the latest digital marketing news for you! This week, we take you through the pausing of Instagram Kids, how influencer marketing is here to stay and the latest consumer confidence outlook.

Instagram Kids Debacle

A little while ago, the Facebook Group started working on Instagram Kids, a platform specifically designed for tweens (10 to 13 years old). The aim of this new platform was to safeguard against kids misrepresenting their age and using the wider Instagram app, were the content is not age-appropriate.

“We firmly believe that it’s better for parents to have the option to give their children access to a version of Instagram that is designed for them – where parents can supervise and control their experience – than relying on an app’s ability to verify the age of kids who are too young to have an ID.” (Instagram)

However, this decision was met with growing suspicion from child safety collectives and, most recently, sparked a scathing expose from the Wall Street Journal. The main concerns about this project are the following:

Instagram Kids would push induce a constant focus on appearance and personal branding from a young age
Negative impact on mental health
Privacy issues

While the Facebook group denied these claims, it has decided to pause Instagram Kids while it consults parents and governmental bodies alike so as to be able to design a safer and positive platform.

Influencer Marketing: Big and Getting Bigger

Even though it already was an incredibly profitable industry, influencer marketing keeps getting bigger! It has proven as particularly effective for brands, especially when it comes to building and consolidating brand awareness and strength. In spite of the pandemic, influencer marketing has established itself as a relatively safe marketing tactic. As such, brands have overall increased their share of budget allocated to influencer marketing in 2020 and 2021.

But what makes influencer marketing so resilient?

Distrust of hard-selling tactics coming directly from marketers
Rising importance of social proof
Taste for authentic content (recommendations)

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” (Scott Cook, Inuit CEO)

As influencers represent what customers aspire to, they remain a good way for brands to subtly influence consumer perceptions while still meeting the mark of authentic customer-made content.

Stormy Consumer Confidence Outlook

In September, the general consumer confidence has degraded in anticipation of impaired personal finances and economic hardship. The main sources of worry that led to this drop in confidence are the following:

Expectation of rising tax
End of furlough
Fuel crisis
Brexit collateral damage (e.g. shortages)

So what does this mean for digital marketers? When consumers are worried about their disposable income (the amount of money they have left to spend after paying their taxes), they are more likely to be sensitive to price. As such, they may turn to off-brand products, limit spending on higher-end products, prioritise favourite hobbies over passing interests… and be more responsive to sales.

But it’s not all doom and gloom! This suggests that Black Friday and Cyber Monday will be even more important to consumers than in previous years. It is highly likely that they will concentrate the bulk of their “interests and treats” shopping to such big sales to maximise the bang for their hard-earned buck. So there’s no time to waste, it’s now time to prepare your BFCM game plan…

Do you need help making influencer marketing work for your brand or preparing for Black Friday and Cyber Monday? Get in touch with us at [email protected]!

In Other News: Twitter and Pinterest introduce new features, and LinkedIn streamlines its business tools

September 24, 2021 Gra Gareth In other news, Industry, Insights, Social Media, Twitter

Another weekly round-up has landed! Here you can catch up on what’s going on in the digital space. This week, we’re sharing the latest goings on with Twitter, Pinterest and LinkedIn.

Twitter introduces the ‘Communities’ feature

First appearing on iOS and the Web, Twitter has introduced Communities, a user-maintained spaces for discussion, sharing and connecting with other users who share a similar interest.

“Some conversations aren’t for everyone, just the people who want to talk about the thing you want to talk about. When you join a Community, you can Tweet directly to that group instead of to all your followers. Only members in the same Community are able to reply and join the conversation so it stays intimate and relevant.” (from Twitter)

Tweets shared with a community are public, but only users within the community can like, respond, retweet… Communities are moderated by users within that community, who can invite users and manage memberships.

Pinterest introduces Idea Pin resharing

Pinterest’s story-like feature “Idea Pins” has received a new quality-of-life improvement, allowing Pinterest users to reshare their idea pins to Facebook and Instagram stories. Idea Pins differ slightly from stories on other platforms, allowing for rudimentary animation, voice over, and stock music that plays across stories natively. This requested feature could prove vital to eCommerce brands wanting to leverage greater followings on Facebook and Instagram, as well as using those platforms’ native shopping tools.

LinkedIn launches new business features

Launching on 4 October 2021, LinkedIn has announced three new features to help businesses on their platform engage with their followers and other LinkedIn users. The three new features being introduced are as follows:

Articles For Pages

Pages can now publish long-form “blog-like” content natively, a feature previously reserved only for users. This also includes a variety of audience insight tools applied to those reading the content.

Live Events

Combining their native LinkedIn Live and Scheduled LinkedIn Events tools, the new platform allows pages to promote streams, users to pre-register their attendance, notifications to registered attendees/page followers, and event replay. In addition, a page/user now only needs >150 followers to schedule a live stream.

Measure and Optimise Brand Awareness

This feature includes “Brand Lift Testing” – a baseline of brand-awareness is taken, allowing pages to measure change in brand awareness vs. these established metrics.

“Reach Optimisation” – Maximising the number of unique users seeing ads, improving exposure to relevant audiences

and “Reach/Frequency Forecasting and Reporting” – pages can now view a campaign’s predicted reach (the number of accounts having seen a post from their page) and frequency with their forecasting tool. It then measures these results in the campaign manager.

Need some help optimising your LinkedIn presence or leveraging your brand’s Idea Pins across platforms? To get a free audit of your current social strategy, get in touch at [email protected].

In Other News: What will the future Instagram, LinkedIn and Pinterest look like?

September 15, 2021 Rachel Fox Business, In other news, Industry, Insights, Social Media

Welcome back to another weekly round-up where you can catch up on what’s going on in the digital space! This week we’re sharing what our world of social media could look like going forward, featuring Instagram, LinkedIn and Pinterest.

Instagram’s new ‘Montage’ feature

It’s no secret that TikTok is killing it in the social space at the moment, taking the top place for most downloaded app for over a year now. According to Instagram, due to their reels continuing to grow in popularity, they are now keen to keep up momentum with users using reels to compete with TikTok, while also aligning with rising usage trends.

Their latest development comes in the form of a ‘Montage’ option which is currently being tested internally. This feature allows users to convert Instagram Stories frames into short Reels video clips which will all be automatically generated by the app. This will then be followed with the option to add suggested music, similar to TikTok.

Although there is no date for if and when this will be rolled out, this tool seems straightforward and a logical next step for Instagram to promote video content on their app, which currently generates the most engagement.

LinkedIn has hopped on board

Joining all of the other major social media platforms on the market right now, LinkedIn has finally launched ‘Dark Mode’ which allows users to choose from an alternate display option on both desktop and mobile.

Originally dark mode tools were released to limit exposure to blue light and to be easier on the eye for users when using devices in low light. Research has shown that “blue light can cause your brain to stop producing melatonin, which can then lead to disrupted sleep cycles, making it harder to fall asleep”.

As well as this LinkedIn hopes in ‘Dark Mode’ will allow it’s platform to become more inclusive and accessible to its users, helping reduce eye strain and keeping in mind light sensitivities.

Pinterest introduce ‘Watch Mode

Another platform following in the footsteps of TikTok is Pinterest. They are the newest app looking to release ‘Watch’ mode, which is a scrolling, vertical feed of content currently being tested for pin discovery.

Although this feature has not yet launched (currently there is no information on how many users can access this test), it seems you will be able to switch from ‘Browse’ mode which is what you currently know as the traditional Pinterest search field, to ‘Watch’ mode. Unlike TikTok, it seems you will be able to flick through both video and still image pins.

After releasing ‘Story Pins’ in September of last year, this next step of launching ‘Watch’ mode fits in well with the app’s progressive approach to development and we’re excited to see if this takes off in the near future!

Need some inspiration for your social media marketing? To get a free audit of your current social strategy, get in touch at [email protected].

In Other News: How Snapchat, LinkedIn and TikTok Are Changing

September 15, 2021 Freya Whiteside Business, In other news, Industry, Insights, Social Media

Get the latest news from the world of social, featuring LinkedIn, TikTok and Snapchat, in our social media round-up.

Welcome to In Other News: the best place to find out about the latest social media news, written weekly by a member of the Pilot Fish Media team. This is where we’ll be sharing our insights about the latest trends and changes across social – we’ll keep you posted!

Say hello to Snapchat Trends

In August, Snapchat launched Snapchat Trends: a platform which helps marketers and content creators explore what’s hot and what’s not on Snapchat.

This new feature helps users see the most popular keywords people are chatting about and allows them to explore topics of their choice in a searchable database.

This information could prove invaluable to businesses wanting to reach a younger audience, with 75% of Snapchat’s users being millennials and Gen Z. Markets can discover what trends and products people are talking about, the type of people interested in their brand or business, and even what language they’re using to speak about it.

LinkedIn Stories end this September

LinkedIn Stories, which were initially introduced in September 2020, will be removed by the end of September.

The move comes after feedback from users, which will be used to recreate how video can be used on LinkedIn. Users stated they want longer-lasting video content that can live on their profile and also said they wanted a feature with more creativity to help them produce more engaging content.

What’s next for LinkedIn? According to Senior Director of Product Liz Li, the Stories feature will evolve into a video format that’s “even richer and more conversational”, combining mixed media and creative tools. Get ready to brush up your professional profile!

TikTok takes on TV in latest ad

TikTok has set its sight on taking on TV, as shown by its recent ad with Ant and Dec.

The ad, which whizzes through the history of entertainment in a minute-long series of sketches, finishes with And and Dec, along with a range of creators, making content for TikTok.

James Rothwell, Head of Marketing, EMEA at TikTok said that the campaign was a “testament to the growth of our brand, and our disruption in the entertainment space.”

With the platform having recently overtaken YouTube for average watch time in the US and the UK, it seems that TikTok’s ambition is unstoppable. Although Youtube currently takes the lead for overall time spent, thanks to its wider audience, TikTok could be seeking to change that as it places itself at the heart of mainstream entertainment.

Already thinking about how you can upgrade your social game? Get in touch at [email protected] to talk all things social, from copywriting to digital content strategy.

We’ve Made the Top 30 Best Influencer Marketing Agencies ????

July 27, 2021 Freya Whiteside Awards, Business, Industry

Obsessed with influencers? Us too – that’s why we love working with them!

We’re delighted to have been chosen by DesignRush as one of the top 30 best influencer marketing agencies around.

When you’re looking for the right agency to work with, DesignRush does the hard work for you. They analyse and rank the best agencies worldwide and sort them into a simple, trustworthy guide so that you can find the perfect agency for whatever you need.

We couldn’t be happier that thanks to our excellent work on influencer marketing campaigns, we’ve been recognised as one of the best agencies to work with in the influencer marketing category.

As a full service digital marketing agency, we bring together the power of data with our engaging, in-house creative to achieve real, measurable results. We work on everything from paid social to PPC to boost brands’ online presence and drive sales for our clients.

With this recognition from DesignRush, we’re looking forward to helping even more clients create a splash in the Scottish market with our influencer marketing campaigns. Born and bred in Edinburgh, we know Scotland better than anyone – and can help introduce you.

Find us in DesignRush’s influencer marketing category here!

Want to reach new customers in Scotland? Our influencer marketing campaigns can help you build your brand and boost awareness of your offering. Get in touch with [email protected] to learn more about what we can do for you!

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