Digital content is becoming more and more audience-focused – finally. We’re learning that the best way to create effective, engaging content is to figure out what your target audience wants so you can provide it. It seems marketers and brands are finally acknowledging that no one will engage with content they don’t care about, no matter how much the company cares about it or how many relevant keywords it contains.
As digital marketing continues to shift towards this crucial notion of putting the audience first, social channels are following suit to help advertisers create messaging that resonates with users. Twitter is one example of this, since it recently introduced its own Audience Insights – a tool to help marketers better understand their key audiences on the channel.
Using Twitter’s audience insights for social media is one thing – but how can it be leveraged for a content strategy? For one, you should already be avoiding a “one size fits all” approach to your content by molding your topics and formats to fit the proper channel. What works on Twitter may not work on Facebook, since your audiences could be different. Twitter Audience Insights will help you figure out how they’re different so you can deliver the right content.
Keep reading to learn how to use Twitter Audience Insights for your content strategy.
Learn about specific types of people to inform your personas.
Let’s say you already know your company’s target audience is predominantly married, middle-aged women with kids. Using Twitter’s Audience Insights tool, you can examine this audience segment and learn more about them with the Filter function. First, make sure your selected audience is ‘All Twitter Users.’ Then under Lifestyle > Interests, simply select “Moms”. You’ll be able to examine their top interests, household income, education levels, occupations, consumer behavior, and top lifestyle type.
How it relates to your content strategy: Personas should never be built on assumption, and using data from this tool allows you to back up your narrative with proof. To help bring your persona to life, let’s say you tell your C-Suite that she has an addiction to TV shows like Scandal and Grey’s Anatomy (among other details.) In the past, you may have assumed this, but now you know she very well could – you’ve learned a large portion of this audience likes the drama TV genre. You’re not assuming she likes drama, you know she does thanks to Twitter’s Audience Insights. And because of this, company executives will no longer be able to question where you came up with this information that helped bring your persona to life.
Learn more about your audience to inform your content themes.
Similar to informing your personas, using the Filter option to select a particular type of audience can help you decide what your content themes should be (or what they shouldn’t be.) Since you can examine an audience segment (like Moms) and their interests, you’ll be able to quickly learn what they’d find engaging so you can create more of it.
How it relates to your content strategy: This information can help you tie your content themes to topics and interests that will engage your Mom persona. For example, let’s say you’re a health system that runs a blog specifically about Women’s Health. Twitter’s Audience Insights will show you that this persona is highly interested in comedy and music. You may think, great, but what does that have to do with my women’s health blog? There are multiple ways you can tie those interests into your blog’s expertise. For instance, how about a blog post discussing the health benefits of laughter? Or an infographic showing what laughter does to the brain? You could even do a blog series about the effects of music on pregnancy and infants. Be creative! The important part is you know your audience likes these topics.
Figure out what your followers like and give them more of it.
Your target audience is one thing, but your Twitter followers may be something completely different. Sure, your social media reporting can tell you how much your followers engage with your past content, but what about being proactive for future content? That’s easy. Take a look at your Followers audience in the tool and examine their interests. Do they line up with what you usually tweet? Are they different?
How this relates to your content strategy: If you’re frequently tweeting about business and finance, but you see in Audience Insights that your followers are mostly interested in tech news and technology, you may want to switch up your tweets. Target your Twitter content to be more technology-heavy, rather than finance or business-heavy, and see if your engagement increases. Play into the interests that make up the majority of your followers while staying relevant to your brand.
Compare your followers to the people you reach.
You may think your content should be about one thing, but it’s actually reaching an audience with entirely different interests. That’s where the comparison feature can help. Simply select a starting audience (for example, ‘Your Followers’) and click +Add comparison audience. Then select ‘Your Organic Audience’. This will allow you to compare your followers to the people who are actually seeing your tweets.
How this relates to your content strategy: For example, if you see that the people who see your tweets (organic followers) are much less interested in the topics of health, mind and body compared to your total follower audience, you can tweak your content to contain less of this topic. This ensures you’re continually catering to those who actually see your tweets (and are more likely to engage with it) rather than those who may or may not see your tweets.
Have you used Twitter Audience Insights for your content strategy? Share your tips with us in the comments.