Why You Should Care Who Your Instagram Audience Is
As marketers, we get excited about creative projects that let us play around and have fun in the space—but there are times where this creativity misses the mark because we don’t have all the facts. We don’t understand our audience well enough.
2018 Social Media Marketing Planning Guide
Until you have the data that helps you identify who your audience is and what they care about, your Instagram efforts will not be as effective as they could be.
Your intuition about what resonates with your audience is a strength, but making decisions based on data will help you challenge assumptions and mark progress towards your larger goals.
If this hasn’t already convinced you to go after the data, here are three other reasons why you should care who your Instagram audience is:
1. It Will Help You Create a Uniform Content Strategy
Once you’ve determined who your audience is on Instagram, you have a foundation to expand and explore from with new content strategies, all the while working towards appropriate goals.
Identifying the imagery or graphics that your audience persona engages with will capture their attention in an ever-more saturated space, and increase your brand performance.
The Ban.do brand has a strong presence on Instagram. It’s playful and colorful. The brand recognition is high with their target audience.
Consistency and uniformity targets Ban.do’s customers directly, and helps their key persona identify Ban.do content first in their feed, over possible competitors or distractions they follow.
When you identify your persona(s), you can ask internal questions like:
- Is your audience persona younger? Create content with animation and a more graphic feel.
- Does your audience persona have a higher level of sophistication? Create content with a more professional feel and possibly focus only on photography.
The more you know about your audience, the better you and your design team can build creative and reach them.
2. It Opens More Potential for Partnerships
Spoiler alert! With the tactics shared in our How to Reach Your Target Audience on Instagram webinar, you’ll be able to uncover possible partnerships with other brands.
Recently, Pressed Juicery and Pop and Suki leveraged their overlapping audiences for an Instagram giveaway—one that could be the first introduction for either brand to the other brand’s audience.
WINNER: @lyssiepop!!! || HAPPY FRI(end)DAY! We’ve teamed up with our friends at @popandsuki to give you and your galentine a mini custom makeover case + a 3-day juice cleanse! To enter: 1. Follow @popandsuki + @pressedjuicery 2. Like this post and tag your BFF in the comments below! 👯♀️👯♂️
A post shared by Pressed Juicery (@pressedjuicery) on
3. It Helps You Target Ads Effectively
Once you understand who your target audience and lookalike audiences are, use Instagram Ads to double down on your potential customers.
Your ads will also help you modify your audiences as you learn which lookalikes are engaging with your brand more than others. When you identify your audience persona, you can also go beyond advertising and craft messages or campaigns that relate to personal interests and demographics.
Want to learn more about identifying your Instagram persona(s)? Join Lucy Hitz and me on Valentine’s Day this Wednesday, February 14th, for our webinar covering tactics for reaching your target audience on Instagram!
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I’m the Social Strategy Consultant on Professional Services here at Simply Measured. I use my previous experience managing social strategy for consumer brands to help our customers leverage social media data that goes beyond profile pages. I love helping our customers create engaging communities passionate about their brand. Also: I can saber a champagne bottle with a kitchen knife and can’t resist Instagramming a Seattle sunset.