How Gen Z Socials

Let’s take a look at the social media habits of Generation Z and the role social media creators play in influencing their buying decisions.

How Much Time Does Gen Z Spend on Social Media?

The average Gen Zer spends about three hours a day on social media, with more than half of them spending 4 or more hours on social media every single day. While they’re not huge proponents of doom-scrolling, or even of using social as their go-to for work, Gen Zers rely on social media for leisure – using it for entertainment and connection.

Using Social Media as the Great Connector

Generation Z’s relationship with social media goes beyond entertainment and just having something to do. Social media platforms are integral to their daily lives, serving as spaces for self-expression, connection, and information sharing.

They know what’s up when it comes to the latest online trends, from viral challenges to the coolest filters. And they’re all about keeping it real with genuine connections that they initiate, foster, and nurture on social often before transferring those relationships to the physical world.

For Generation Z, social posts aren’t a highlight reel like they were for Millennials. For them, social posts are more akin to a continual stream of consciousness or their train of thought – a connection point.

For Generation Z, social posts aren’t a highlight reel like they were for Millennials. They’re the social media equivalent of their train of thought. Their posts and stories are a window into their lives and passions. They look for authentic and relatable content, valuing transparency and open dialogue.

This generation’s online trends revolve around inclusivity, empowerment, and social activism, as they leverage social media to amplify voices, drive conversations, and champion causes that matter to them.

Gen Z Social Media Platforms: Where They Hang Out and Why

When it comes to their favorite social media platforms, one stands tall above the rest: YouTube. Pew Research reveals that a staggering 95% of Gen Z teens between the ages of 13 – 17 use YouTube, making it the undisputed champion among teenagers. In fact, 19% of teen YouTube users admit to being constantly glued to the platform, which just further cements its significance as a go-to platform for Gen Zers.

Sidebar… YouTube is also a favorite with Gen Xers and Boomers.

But YouTube isn’t the only platform that captures the hearts of Gen Z. According to SproutSocial, 81% of Gen Zers have a fondness for Instagram and YouTube as their preferred social networks of choice. These platforms provide them with an outlet for self-expression, connection with others, and access to a vast array of content.

Instagram, TikTok, and Snapchat are the Hot Spots

When it comes to other popular social media platforms, Instagram steals the spotlight, with 62% of teens claiming to use it regularly. It secures the third position for teens’ most used platform, with Snapchat closely following at 59%. For 15% of teens, Snapchat is their go-to app – they’re basically on it all day long.

Gen Z Is In the Metaverse

Beyond just your run-of-the-mill social media apps, Gen Zers and their older counterparts, Millennials, are the most likely generations to spend time in the metaverse, according to Influencer Marketing Hub. The YouTube Trends Report revealed that socializing with friends and playing games are the most popular activities for Gen Zers when they enter this virtual realm.

So to recap: YouTube reigns supreme, Instagram remains a vibrant hub of self-expression, and the allure of the metaverse beckons. While Gen Z may be skeptical of social media as a trusted news source, they still rely on it daily for updates and connections.

Gen Z Preferred Content Formats

Gen Z has its own unique preferences when it comes to consuming content on social media. That means if you’re looking to engage with this tech-savvy generation, ya gotta know how to reach them on their own terms. So, let’s discover what type of content Gen Z prefers. 

It’s All About Short-Form Video for Generation Z

If there were a single content format that we’d say Gen Z was responsible for popularizing, it would have to be short-form video. Short-form video has taken the digital world by storm, and that whole trend pretty much started with Gen Z on Musical.ly and then TikTok. 

That Time Gen Z Made TikTok the Hot New Thing Everybody Was Doing

TikTok exploded during the pandemic and went from being a short-form video app teens were using to post 15-second dance challenges to being the most downloaded app in history. Seemed like EVERYBODY was on TikTok.

The following year (2021), Instagram launched Reels, a similar short-form video platform very much like TikTok that was [probably] low-key designed to stop the mass exodus from IG to TikTok. Then, like now, TikTok had INSANE reach and engagement while Instagram’s reach and engagement had been dropping drastically for years .

Unlike IGTV which was a separate Instagram app for long-form video content, Reels was an on-platform feature very similar to TikTok that Grammers could use to create, edit and post short-form video. The only major difference was that Instagram’s algorithm worked differently (which we’ll get into in a bit).

Nevertheless, in a very short time, all the major social media platforms were prioritizing short-form video content. Pinterest had Idea Pins; YouTube had Shorts. Even LinkedIn prioritizes short-form video content on mobile.

But that’s how impactful short-form video was and is for both content creators and those of us who are avid video watchers. According to the 2022 YouTube Trends Report, nearly 6 in 10 Gen Zers (59% of them) use short-form video to discover things they later watch in longer versions. These bite-sized videos provide a quick and entertaining way to catch their attention and leave them wanting more.

Gen Z x Podcasts: Audio Is an Important Format for Gen Z, Too

In a world dominated by social media and constant connectivity, Gen Z is always on the hunt for refuge and many take comfort in podcasts. Young listeners are turning to this medium for relaxation, escapism, and staying informed about the latest topics and social issues.

According to the Gen Z Podcast Listener Report  conducted by SXM Media and Edison Research, the number of Gen Z monthly podcast listeners between the ages of 13 and 24 years old (the oldest Gen Zers turn 26 this year, just an FYI) has increased by 57% over the last five years.

Approximately 24 million Gen Zers, or 47% of this demographic, have engaged with podcasts in the past month. Of those who are monthly podcast listeners, 75% listen to a podcast at least once a week.

To put this in perspective, there are about 66 million Gen Zers in the US, give or take. Of the ones who fall between the ages of 13 and 24 years old, 24 million of them listen to podcasts at least once a month, and 18 million of them are weekly podcast listeners.

Let’s break it down further:

• 80%  of 13-17-year-old monthly listeners are also weekly podcast listeners
• 72%  of 18-24-year-old monthly listeners are also weekly podcast listeners

This surge in podcast popularity can be attributed to a couple of different factors, including the trend of celebrities and influencers expanding their audiences and reach by adding podcasts to their content library.

Intimacy + That Personal Touch

Podcasts offer an intimate and personalized experience for Gen Z listeners, unlike other forms of media. Media scholar Henry Jenkins explains that podcasts are designed to be listened to on earbuds, creating a more personal connection between the listener and the content. This intimacy, combined with the focus on the human voice, allows podcasts to serve as a storytelling technique, making listeners feel like they are having a conversation with the hosts. As a result, podcasts provide a unique escape from the overwhelming noise of corporate media dominance.

Are Podcasts a Healthier Alternative to Social Media?

One thing worth noting from the Gen Z Podcast Listener Report is that podcasts offer a welcome contrast to social media in terms of emotional well-being. Over 80% of Gen Z listeners use podcasts for relaxation, escapism, and gaining a better understanding of their own feelings. This is important because a significant number of Gen Zers believe that social media has negatively impacted their emotional well-being. That feeling, unfortunately, is backed by sound science. A report by the McKinsey Health Institute highlights that spending more than two hours a day on social media can have detrimental effects on Gen Z’s mental health.

While the average Gen Zer spends 21 hours a week on social media platforms, of those who listen to podcasts at least weekly, 39% spend five or more hours listening to podcasts per week, and 22% spend 10 or more hours a week listening.

But the tie between social media and podcasts goes a bit further. According to the Gen Z Podcast Listener Report, 44% of podcast listeners 13 to 24 years old discover podcasts on social media, either by seeing something about the podcast in their feeds or through an influencer or someone they follow on social.

That’s not insignificant and just one more reason to focus your efforts on building omnichannel marketing into your influencer marketing strategy.

Do Podcasts Influence Gen Z Spending?

Yep. Podcasts not only provide a respite from social media but also have a tangible impact on Gen Z’s consumer behavior. The Gen Z Podcast Listener Report reveals that four in ten podcast listeners ages 16 and above have made a purchase after hearing a podcast ad, while one in three has asked someone to buy a product for them after hearing it advertised in a podcast. #thatpart

So, if you’re wondering if podcast influencer marketing and podcast marketing are effective methods of reaching Gen Z…  yes.

Visual Elements Matter

Overlays, visual effects, and stylized content should be a top priority. These eye-catching elements have proven to be marketing gold for both influencers and brands alike. They add a touch of creativity and make the content more engaging, attracting the attention of Gen Z and leaving a lasting impression.

And the Quirkier the Better

Both Gen Z and millennials have a particular affinity for quirky, quick, and high-quality content. They enjoy content that stands out from the crowd, captures their imagination, and provides a unique perspective.

So, if you want to connect with Gen Z, don’t be afraid to infuse your content with a dash of quirkiness and ensure it’s easily digestible.

How Gen Z Stays Up on Current Events

This Generation values staying informed, and not just grabbing a bunch of intel, but also being able to leverage it to share or impact outcomes.  So, it makes sense that Gen Z would turn to social media for news. While social media plays a crucial role in the lives of Gen Z, their trust in it as a news source is somewhat shaky .

Interestingly, despite the prominence of online news outlets, 60% of Gen Z still place their trust in newspapers (believe it or not).  And they consider social media the least reliable news source, followed by podcasts and cable news networks.

If they don’t consider it reliable, how is social media still a primary go-to for news? The answer is simple – UGC. While the narratives published by larger media outlets tend to elicit a side eye, a lot of breaking news now comes by way of eyewitness accounts that people post to their social feeds.

A good example of this is ATLSCOOP, an Instagram account that classifies itself as a community ( important, right? Because of who the audience is), not a publisher.

And much of the content that ends up in their feed is user-generated content from IG users who are finding situations and breaking news out in the community, posting pics or videos, and tagging @atlscoop in their posts.

Gen Z Content Themes

When it comes to social media content, Gen Z has their finger on the pulse of what’s trending and what captures their attention. This influential generation embraces a wide range of themes and trends that reflect their diverse interests and desires. Let’s explore the fascinating world of Gen Z’s social media content preferences and discover what makes them tick.

The Big Chill

You would think youth would automatically be about high energy, a fast pace, and quick pivots. But the math on that just ain’t mathin’.  In fact, the opposite is true. Gen Z teens and young adults are more thoughtful and slower to act. They value comfort, peace, and chill mode.

Check this out:

• 83% of Gen Zers have sought solace in soothing content on YouTube, using it as a way to relax and cope with the pressures of life. From ASMR videos to calming nature scenes, they turn to social media to find moments of tranquility amidst the chaos.
• A staggering 90% of them have watched videos that transport them to a different place. Whether it’s virtual travel experiences, immersive storytelling, or vicarious adventures, Gen Z craves content that allows them to explore new worlds without leaving the comfort of their screens. These videos provide an escape from reality and fuel their thirst for discovery and curiosity.
• 69% of Gen Z say they return to creators or content that feels comforting to them.

Horror Content

Perhaps the other extreme is true as well in that 53% of them are drawn to online horror content, showcasing their fascination with the macabre. Whether it’s creepy stories, eerie videos, or spine-chilling experiences, they find excitement in exploring the darker side of the internet. So, if you’re looking to captivate Gen Z, don’t shy away from embracing the spooky and supernatural.

Online Community-Building Adventures: From Fandoms to Fashion Trends

Gen Z is all about embracing their passions and expressing their support for their favorite people and things. The majority of Gen Zers – a whopping 61% of them – proudly describe themselves as HUGE fans of one thing or another. Whether it’s a favorite band, an iconic TV show, or a talented creator, they wholeheartedly invest themselves in their fandoms.

Now, let’s step into the metaverse, where socializing with friends and playing games reign supreme. These two experiences have emerged as the most popular activities within virtual realms. Gen Zers gather with their friends, both old and new, to engage in lively conversations, explore virtual environments, and embark on gaming adventures together.

The metaverse has become a digital hangout where communities flourish, bonds deepen, and shared memories are created. What’s the metaverse, you ask? It’s like a digital wonderland where virtual and real worlds collide. Picture yourself exploring immersive virtual environments, attending virtual events, and interacting with avatars. Gen Zers are drawn to this cutting-edge concept, where the possibilities are endless and the adventures are boundless. 

Let’s play some games! According to YPulse, a whopping 88% of Gen Zers and 70% of Millennials regularly engage in gaming. Whether it’s console games, mobile apps, or online multiplayer adventures, gaming has become a significant part of their online lives. They immerse themselves in captivating storylines, conquer virtual challenges, and connect with friends through shared gaming experiences.

Fashion is another powerful thread that weaves Gen Z’s online communities together. A striking 60% of Gen Zers say they can replicate any fashion trend… on a budget. They’re savvy shoppers who have grown up during a time of economic uncertainty. So they know how to find affordable alternatives to popular trends and create their own unique styles.

Individuality is also an important theme, but for the content they consume and for the content they create. From thrift store finds to DIY fashion projects, they embrace their individuality and showcase their creativity through their outfits, ideas, and talents. Online platforms become their runway, where they can inspire and be inspired by fellow fashion, gaming, farming, music, (fill in your hobbies here) enthusiasts. 

Comfort Zones

Now, let’s talk about what keeps Gen Z coming back for more. A staggering 69% of them say they return to creators or content that feels comforting to them. Whether it’s heartwarming stories, relatable experiences, or familiar faces, they seek comfort and authenticity. 

And a Chance to Have Their Say

When Gen Zers land on your posts or websites, they want to do something. They want to tap, swipe, and click their way through the experience. Younger customers crave interactivity and engagement. So, make sure your content provides opportunities for them to take action and be a part of the journey. Whether it’s polls, quizzes, or interactive videos, give them the chance to participate and make their mark.

Gen Z x Social Media – a Distinctive Combination

The generation representative of young adults has pivoted away from many of the behaviors marketers have grown to recognize as pretty standard as it relates to young people and how they use social media. Gone are the days of painstakingly curated feeds and putting every purchase to a vote within your social network. Gen Z social media preferences and behaviors center around authenticity, individuality, and connection.

Instagram is the new phone number. The socially-driven algorithms that power Stories and DMs allow Gen Zers to rely on social media to build relationships that extend beyond the digital world. They are conscientious about engaging with content that promotes self-awareness, fairness, and relaxation. They’re about their grind, but only as a means of securing their financial futures, not for the bragging rights. The point is this – if you’re going to be successful reaching Generation Z on social media, you’re gonna need to know how to do it. An we can help.

Ready to -hole on all things Gen Z? Check out Gen Z catalog.

The post Gen Z Social Media: How They Use It and the Content They Want to See appeared first on The Shelf Full-Service Influencer Marketing.

Why bother defining a target audience? Isn’t it better just to lump everyone together? If my brand reaches out to everyone and their mom, someone is bound to like us, right? NO. NOT RIGHT! (CAPS STRESS URGENCY) That’s an expensive and ineffective strategy because the success of your entire influencer marketing campaign hinges on hitting certain metrics by partnering with influencers who can get your buyers to take certain actions.

You NEED to define a target audience for your product.

Why? Because without knowing who you’re targeting with your campaigns, your sponsored content – for the campaign you’ve spent weeks building – is going to have very little impact. And you don’t need some big, fancy piece of software and a bunch of explainer videos to teach you how to do this. Most of what you’ll need to figure out who you’re targeting (and what their deal is) can be found right in the dashboard of your brand’s social media account.

Time is money, and without a defined audience in place you may as well shred your Benjamins, weave them into a basket, and light that basket on fire.

Defining your target audience is crucial when it comes to marketing, and especially influencer marketing. Regardless of the business you’re in or the products/services you sell, relevant marketing demands deliberate targeting.

To achieve your influencer marketing goals (and we’ve literally written a book about it – grab a copy by pressing the big, ol’ button in the middle of this post), you need to know your target audience inside and out. This way you will be able to convert prospects into customers a lot easier. Uh… hello, BETTER ROI (we wrote a post on ROI, too)!

Hopefully, at this point, you’re at least somewhat convinced there’s merit in defining your audience on social media. Now, on to the good stuff. Let’s talk about how to find the right audience for your brand.

TLDR: Jump To…

• Definitions
• Kind of info to collect for demographic insights
• Kind of info to collect for psychographic insights
• Tools that collect demographic/psychographic info automatically

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What and Who Is Your Target Audience?

Before we get into this, let’s make sure we’re working from the same basic definition of ‘target audience’.

Target Audience vs Target Market

While the terms “target market” and “target audience” are often used interchangeably, they’re actually different. Your target audience is the specific group of people you want to reach with your message, your brand, and your products. Think of your target market as the pool within which your target audience swims.

The target market refers to the larger group of people a company markets to, for example, men under the age of 35. The target audience, however, is typically a more specific subset of this group, e.g. college-educated millennial dads (with gen alpha kids) under 35 who watch sports and are health-conscious. Definitely, a part of your target market, but gets down to the nitty-gritty of what to consider when marketing to them, specifically. 

So, who is your target audience?

Well, it’s not everybody, I can tell you that. And it may not even be millennials. (Geez… I can’t think of a company that wouldn’t like some of that barely-earned and poorly-spent millennial cash, but millennials can’t buy everything.)

And yeah, you can add millennial dollars to your wish list if you’re casting a wide net and hoping for your thing to be the next big rebirth of Hush Puppies (for all you Tipping Point fans out there) but why hope you hit your target? Just do the research, man!

Honing in on your target audience will take some initial effort on your part. That’s true. There are obviously a ton of things you could hone in on when defining your target audience, but we’re going to focus on two very important pieces of the puzzle: demographics & psychographics. 

The First Step of Audience Targeting is Data. It’s ALWAYS Data.

This should go without saying but since we’re pretty thorough here, we’ll go ahead and say it: in order to do an effective deep dive into your audience, you’re going to need to find ways to collect some information from them.

And while there are many ways to do this and certain questions you should be asking yourself when doing so, you need to find an ethical way to do it… you know, so you don’t end up with a Facebook-sized scandal on your hands.

What Kind of Demographic Information Should I Collect?

In order to start the process of analyzing your target audience, you’ll need to consider their demographics, which is really just the basic info about the population that makes up your buyers. Easiest way to get the engine going? Questions. For example:

1) What is the age of your targeted audience? Are they tiny tots? Tweens? Elderly?

2) What is their gender? Male, female, both?

3) How much dinero are they pulling in annually?

4) What is their family situation like? Married? Kids? Single and ready to mingle?

5) What do they do for a living?

6) What is their ethnic background?

7) Are they educated?

8) Where do they live, work and play?

Coincidentally, these are also the types of questions you’ll ask when finding influencers followed by this audience.

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The First Step of Audience Targeting is Data. It’s ALWAYS Data.

This should go without saying but since we’re pretty thorough here, we’ll go ahead and say it: in order to do an effective deep dive into your audience, you’re going to need to find ways to collect some information from them.

And while there are many ways to do this and certain questions you should be asking yourself when doing so, you need to find an ethical way to do it… you know, so you don’t end up with a Facebook-sized scandal on your hands.

What Kind of Demographic Information Should I Collect?

In order to start the process of analyzing your target audience, you’ll need to consider their demographics, which is really just the basic info about the population that makes up your buyers. Easiest way to get the engine going? Questions. For example:

1) What is the age of your targeted audience? Are they tiny tots? Tweens? Elderly?

2) What is their gender? Male, female, both?

3) How much dinero are they pulling in annually?

4) What is their family situation like? Married? Kids? Single and ready to mingle?

5) What do they do for a living?

6) What is their ethnic background?

7) Are they educated?

8) Where do they live, work and play?

Coincidentally, these are also the types of questions you’ll ask when finding influencers followed by this audience.

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THIS ALL SEEMS A LITTLE INVASIVE – WE GET IT

I get it. This all seems kinda random, and even a bit intrusive. But even if you just think about things simply, you can see how gathering information about the people you’re targeting can help you.

For instance, knowing that 60 percent of your Instagram followers are in New York versus that surprising 19 percent of your followers who are in Ireland (somehow) can be super helpful when it’s time for you figure out when to post AND REPOST your clever little quips and amazing pictures to social media.

And demographic information will also play a key role in determining the type of content you create, long before psychographics ever enter the picture. Men in their 60s respond to different types of content than, say, single women in their late 20s.

Take a vertical like cannabis-related products…

A younger woman may be using CBD oil as part of her beauty regimen or to relieve foot pain from a pair of GORGEOUS stilettos, or for things like stress-reduction or chronic pain.

The older man is far less likely to include CBD as part of a daily beauty regimen or to relieve pain from a pair of heels that were hell on his feet. Most men won’t even be able to relate. He’s more likely to connect with your social media posts about reducing stress and minimize chronic pain, though.

We actually penned a series of posts on strategies for hyper-targeting different types of CBD buyers, if you’re interested.

Knowing the demography (or composition) of your target audience is critical for an effective marketing strategy. And answering these type of nosey little inquiries will allow you to serve your customers personalized content that helps connect with your brand and your message.

Really, any brand trends your particular industry might collect regarding the type of people who typically buy the products or services you are selling is important to consider. Not everyone will pick up what you’re putting down, so having demographic info on-hand arms you with an advantage that your customers will actually be glad you have.

This information puts you one step ahead of anyone marketing to folks who might NEVER buy their products. You want to focus on the people who do, or who might, given the right marketing strategy. 

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What Kind of Psychographic Information Should I Collect?

Demographics take a look at who your buyers are. Psychographics focus on why they buy. Psychographic information could include:

1) What do they value?

2) What type of lifestyle do they have?

3) What are their interests?

4) Are they impulsive shoppers or master-researching super savers?

5) Do they trust brands?

6) What special features would they find appealing?

7) What are their thoughts about your industry?

8) How do they behave?

9) Which brands do they like? Which do they actually buy? Which brands represent #goals?

10) What types of brands do they mention, follow and engage with on social media?

The information in a chart like the one above that shows the relationship different groups of people have with social media can make the difference between a successful social media campaign and an unsuccessful one.

Whereas before, you might have known who your demographic is, by coupling buyer behavior with demographic info, you can have a better understanding of how your particular buyer demographic uses things like social media to make decisions about what they will and won’t buy.  

Combining demographics and psychographics gives your brand a clear picture of who your client is and why they typically buy what you’re selling.

After you have finished bombarding yourself with questions (remember, the more specific the better), gather all of your data and make a statement about your target audience combining demographic and psychographic information to create a mental profile. Think about ultimates. What ultimately is your demographic? What ultimately is your psychographic?

Once you have your defined target audience in hand, use their characteristics to have a one on one conversation with them when marketing. Perfecto! By assessing who you are speaking to you will undoubtedly be able to boost your company’s success in many different verticals.

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Tools You May Already Have That’ll Help You Find Your Target Audience

I’m going to sum up this section in one sentence – your social media dashboard offers a ton of data besides just who’s liking, commenting on, and sharing your posts. If you use LinkedIn or Facebook or Instagram, you already have access to a nice stack of demographic info and some key psychographic insights. The same is true of your Google Analytics dashboard. And what’s cool about this is that it’s not going to cost you anything extra. No three-digital monthly subscription fees. Bonus: each platform offers a different data set than the others.

In this section, the goal isn’t to come up with an exhaustive list. It’s more about showing you what types of data are available in the free apps you’re already using for reach and brand lift (we wrote on brand lift, too). #yourewelcome

Google Analytics

Age, gender, and location are stats that most platforms will share with you. This screenshot from our Google Analytics dashboard helps us understand who we’re targeting. We pretty much cater to young adults between the ages of 18 and 34 years old, which makes sense. The Shelf is an influencer marketing platform and the influencers our clients partner with use the platform to submit content. So, we know these numbers don’t just represent blog readers (because what teenager is reading this blog, man?).

Our website users skew female. Also makes sense. But what’s a little more interesting is if you look in the left panel, you’ll see there are different types of data sets we can pull, from location data to the way in which people behave on the site, to the devices they’re using to access The Shelf.

When we open the Interests, we can get information on the stuff our site users like.

Facebook

But you don’t have to be an SEO or marketing genius to read this stuff. Facebook offers quite a bit of audience insights as well, for both your fans (people who have Liked your page and now get to see the content you post to Facebook) and your Followers (the people who actually follow your page).

Facebook’s targeting capabilities are legendary at this point. The platform can produce insights on the its two billion users. For marketers, that means you can target just about anyone – any subcategory of shoppers, and even the most niched-down audience segments.

Facebook and Instagram are definitely platforms that favor the ultra-niche. It’s where people go to find their tribes.

Want to target modest Gen X moms with your biblically-inspired fat loss plan? Well, check out this Christian Keto group on Facebook. They’re pretty active. And you know what? I didn’t know about that group before I wrote this paragraph. I was just like, “what’s a niche group? Ketoers. No, smaller. Christian Ketoers.”

Did a Google search. Real group. No immodest progress pics. #thatsfrigginawesome

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LinkedIn

LinkedIn is another social network that provides useful insights about the community you’re connected to. The analytics tools are geared toward B2B marketing.

Take a look at the screenshot below. The stats showing are for the category of Seniority. You can basically gauge the percentage of your followers who may influence buying decisions. But you can also see which industries are following you, where your followers are , their specific job functions, and the sizes of the companies. This info is STELLAR for deciding what kinds of content would be most useful to your LinkedIn followers.

Instagram

If you have a business or creator account, you can access Instagram insights from your mobile device. Insights aren’t available when you’re accessing the platform by desktop. One of the things I like about the Instagram insights is the nuance it offers.

 

Pinterest

Pinterest does something really interesting for audience insights. Pinterest lets you compare your specific audience with all Pinterest users.

So, for instance, the content we post to Pinterest is mostly marketing-focused. Seems like a weird thing to post, but since we’ve been posting consistently, our engagement and follower numbers have increased. We repin tons of fashion and beauty pictures, and DIY stuff. But by and large, what we pin ourselves – marketing content.

So, if you look at our audience, you can see that the people who follow us are into things like marketing, advertising, and design.

But Not Twitter

Twitter just did away with audience insights in January 2020 (TOTAL bummer), so you can no longer pull this kind of information (Marketingland) about your Twitter followers from that platform. Your Influencer Platform

Influencer marketing platforms are also treasure troves of audience insights. Our clients use The Shelf platform to determine if an influencer is a good fit for a partnership or one-off campaign, and it starts with an ample supply of data about the influencer’s audience.

I wanted to include this one because when you’re working with an influencer, having the demographic/psychographic info of their audiences is just as important as having that information for your audience. Take a look at the screenshot below of data we pulled on an influencer who was being considered for a campaign.

A quick scroll across this sucker and you’ll be able to pinpoint which sets of data are about the influencer (like content category, brand mentions, hashtags used) and which are about the influencer’s audience (like age, location (actually, I didn’t pull that info for this example, but you can grab it)).

This is super-important, too because ideally, the audience of your influencer partner contains large swathes of your target audience. If it doesn’t – meaning if the data you find out about potential influencer partners don’t align with what you already know about your audience, it’s not a good fit.

The Big Wrap-Up

So there you have it! Demographic and psychographic insights are the two pieces of a targeted marketing strategy that will help you build a campaign that resonates with the people who’ll ACTUALLY BUY from you.

You don’t have to buy expensive attribution-tracking data that someone on your team now has to learn to use (and spend countless hours on with the software’s onboarding team and later with their tech support team). Most of the information you need you can find in the dashboards of apps like LinkedIn, Google Analytics, Pinterest, and Facebook.

So go forth and conquer. Target superbly and collect those coins.

The post Influencer Campaign Planning: Defining Your Target Audience appeared first on The Shelf Full-Service Influencer Marketing.