There is no shortage of social platforms that a brand can put out content on, each one with their own specialties, differences, and needs for platform-specific content. However, often brands find themselves in a dilemma, they don’t have a team big enough or the time/money to create platform-specific content for all the available platforms.
When this occurs, often a few things happen:
- The brand will choose the platforms that are the easiest to create content for
- The brand will choose the platforms that are the newest
- The brand will choose the platforms that are the biggest
- The brand will choose the platforms that are the most fun to write content for
Going this route, brands often miss out on a couple of important things, namely, “Where is our audience located and how do they want to engage with us?”
For example, if you and your competitors are not seeing engagement on Twitter, do you need to spend time trying to engage your audience there? We often see brands spread out their social activity across a variety of platforms when in reality, their target audience is only looking to engage on one or two specific social platforms. A brand can save time and wasted energy on other platforms and instead go all-in on how they can best produce content that engages with their audience where they are.
How to Find Your Audience
A Competitive Analysis is the best way to identify how a brand can best optimize their social activity. This analysis looks at a variety of pieces, such as:
- Where your audience is located
- Where your competitor’s audiences are located
- Where you are spending time posting
- Where you are seeing the most engagement, and most importantly
- How your audience is engaging with your content versus your competitors
From there, we are able to identify the optimal social channels for a brand and identify what content is getting the most engagement across the competitive landscape. This saves your brand time while allowing you to publish the most engaging content that is platform-specific where your audience wants to find it.
Are you curious where your audience is and where they want to engage? Feel free to reach out to us to find out?