There is no shortage of social platforms that brands can share 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 big enough team, the time, or resources to create platform-specific content for all the available platforms.
When this occurs, often a few things happen:
- Brands will choose the platforms that are the easiest to create content for
- Brands will choose the platforms that are the newest
- Brands will choose the platforms that are the biggest
- Brands will choose the platforms that are the most fun to create content for
Going this route, brands often miss out on a couple of important things, namely, where their audience is located and how that audience wants to engage.
For example, if you and your competitors are not seeing engagement on Twitter, do you need to spend more 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 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 their audience is located
- Where their competitor’s audiences are located
- Where they are spending time posting
- Where they are seeing the most engagement, and most importantly
- How their 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 the brand time while allowing them to publish the most engaging content that is platform-specific where their 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?