Know Your Audience
There are a few factors to take into consideration when building your audience:
All of these factors determine how the consumer will react, consumer, and also which media platforms they will favor.
Back in 2011, China introduced a new app called, Weixin (pronounced “way-shin”). Weixin was created as a social networking app that would allow users to message, share news, and send photos from their phones. Since 2011 was around the age of the birth of smartphones, China focused on a younger audience of smartphone users that would want to communicate, check the news, and send photos all from one platform. The app was created to be an all-in-one game-changer that would combine what other social networking apps provide.
The reason this app proved successful for China back in 2014 is that the creators studied their audience, learned what apps they were using, and created something that would satisfy their needs by simplifying it through one platform.
Fast forward a few years to 2017, every platform was showing us that videos were the future and videos were what were going to get you more views, etc. Users started posting and reacting to more videos on social media, and in walks China for the win again with the introduction of one of the biggest platforms that have influenced social media -- TikTok.
If there's anything we can learn from the technique that China has used, it would be to learn, study, and analyze our audience.
Depending on what your business is trying to sell, the first question to ask yourself would be, "Who are you trying to sell to?"
Learn your audience. What do they like? Are you trying to sell homes? Then perhaps video walkthroughs would reach a bigger audience than just a photo of the front of the home. Yes, curb appeal is great -- but people want to see what's in the home. By showing a video as if the consumer is walking through the home themselves, the user is able to imagine themselves being there.
My advice to you is = Bridge the gap between what you're selling and who you're selling to by taking time to figure out what your target buyer is interested in seeing on your social media.
Mahoney, L. M., & Tang, T. (2016). Strategic Social Media: From Marketing to Social Change. Wiley Global Research (STMS). https://mbsdirect.vitalsource.com/books/9781118556900