09 Mar How to segment audiences and create content on social networks

• Social media is one of the most powerful tools available today for building audience loyalty and brand awareness.
• Having a solid and clear strategy on what content, when to post it and above all, to whom it should be targeted is fundamental to the success of marketing strategies.

Audience segmentation is one of the best ways to ensure that the content you post on social media reaches the right people at the right time. This process involves dividing your followers into different groups based on certain criteria, such as age, gender, geographic location, interests and behaviours. Once you’ve identified these groups, you should create targeted content for each of them, which will increase the relevance and effectiveness of your message.

Audience segmentation is important because everyone’s different. Each user’s interests, behaviours and needs may be very different from another’s, even if they belong to the same demographic group. By separating the audience, you as a company can individualise the message you want to convey.

Audience types:

There are several ways to divide audiences. Here are some of the most common ones:

• Demographics: Demographics refer to characteristics such as age, gender, geographic location, income level and education. It’s a commonly used criterion for audience segmentation, as these factors can influence people’s interests and needs. For example, if your company sells baby products, you could segment your audience by age, to target parents of young children.
• Interests: Segmenting your audience by interests means grouping people according to the things they like or are interested in. If you sell fitness equipment, segment your audience by interests to reach people who like to exercise and lead a healthy lifestyle.
• Behaviour: This is another common criterion for segmenting your audience. This involves grouping people based on how they interact with your business, for example, if they have purchased certain products or services in the past. Behavioural targeting can help you reach people who are already interested in your products or services.
• Life cycle stage: This refers to the stage a person is at in their life, for example whether they’re single, married, with children, without children, retired, etc. This criterion can be important for your business if you sell products or services that are directly related to these life stages, such as baby products, life insurance or retirement plans.
• Psychographics: Psychographics involves grouping people according to their personalities, values and attitudes. For example, a company that sells skin care products might segment its audience based on the importance they place on their appearance and health.

What can you do next?

Once you’ve identified your audience groups, you can start creating targeted content for each of them. This can range from social media posts to advertising campaigns, promotions and special discounts. For example, if you sell hair care products and you have a segmented audience of 18-24 year old women interested in fashion and beauty, you can post content on Instagram with styling and hairstyling tips, and offer discounts on hair care products specific to that age group.

Audience segmentation can also help you measure the success of your social media strategies. By creating content specific to audience groups, you can assess which posts get the most interactions and therefore identify which groups are the most active and engaged. This can help you adjust your strategy based on the results and improve the performance of your campaigns.

In short, audience targeting is a valuable tool to increase the relevance and effectiveness of your social media content. By grouping your followers into different categories based on their characteristics, interests and behaviours, you can create targeted content for each of them, which will increase engagement and interaction. Also, audience segmentation will help you measure the success of your social media strategy and adjust it accordingly.