Tailoring Your Social Media Strategy to Your Consumers’ Needs
Digital, Integration, Marketing, Trends

Building a brand’s social media presence requires plenty of strategising and trial-and-error. As new social media platforms emerge, brands rush into the hype of the new platforms and produce content that is does not effectively cater to their audiences.

Read on to see how you can develop strategies specific to the different social media platforms.

Social Networks Are Not Created Equally

Posting the same content on your favourite social media platforms would generate very different results. Our routine of going through Facebook, Instagram, Tiktok would mislead us into grouping these platforms into the same social umbrella. The commonality between these platforms is how it connects us with our target audience. By recognizing the value of the platforms and differentiating them, we are then able to connect better with our audiences.

Understanding the Demographics of the Platform

Different social media platforms cater to different demographics, and brands have to adapt to ensure that the right tone is used. Every dollar spent on marketing is expected to yield success, hence it is important to spend the money on the right content for the right people. The difference in demographics can be widely seen between the most commonly-used social media platforms for working adults (Facebook) and young adults (TikTok)

The influx of boomers in Facebook reflects how the platform is dominating amongst the older generation. A large number of advertising dollars is usually placed into Facebook as its users often have higher spending power. Content is also geared towards more mature and infographic content as these are more relevant amongst the older population. To inspire consumers to lead a healthier lifestyle, pH Balancer utilised lifestyle trends and current news affairs on Facebook to increase relevance with its target audience. This is particularly effective as the demographics on Facebook are generally receptive to the content.

On the other hand, Tiktok has been dominated by millennials and Gen Zs. Generating content on Tiktok requires plenty of research and understanding of the platform users’ needs. As a platform that focuses mainly on trendjacking content, brands have to constantly monitor what the latest trends are and quickly jump on it. The tone of Tiktok’s content also has to be geared towards more innovative and non-mainstream ways to capture the attention of the younger generation.

Curating Content that Caters to Your Audience

When you understand the demographics of your audience, it makes strategy planning a lot more straightforward and targeted. However, that doesn’t guarantee you the highway to success. A successful marketer would recognise that it is important to adapt and make changes along the way. Trial-and-error would allow the brand to tweak its strategy more accurately towards what its audience wants. Don’t be afraid to experiment, as you carefully curate the content that caters to your audience. For Singapore Management University, a wide variety of content was introduced to cater to the different needs of their incoming students. The response for the content has been good, which allows them to curate more future content that resonates with the students.

Once you understand how to tailor your strategy specifically for your target audience on the different platforms, your social media campaigns will be an effective way to help your brand grow and achieve its goals.

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