Disclosure: This is a collaborative post
Better Performance on Social
Whether you use Instagram, YouTube, TikTok, or any other social tools for your business or personal life, occasionally you might hit a wall, where less frequent engagement is happening on your page. You might wonder if your content is getting less interesting or if your target audience is just shifting. Whatever the reason may be, don’t let the decrease in followers and likes get you down!
There are plenty of ways to get back into the competitive game of social, where you are competing with other users and businesses for your audience’s attention. If you think of it this way, most social media is for fast-paced entertainment. That’s why, on Instagram and TikTok, videos tend to be shorter. It’s also why Facebook saw a huge shift of its users go to Instagram, for an easier scroll, and more to absorb through pictures than the long text found on places like Facebook.
If you want to continue growing your audience and break past this breakdown, all you have to do is one or more of the following: switch or spice it up, analyse your insights, and redefine your target audience.
Switch, or spice, it up
Most people’s instinct when they realize their followers have decreased or reduced in frequency, or they are starting to see fewer likes and comments on their posts assume it’s because they are becoming a bore to their audience. If this is you, you (and your instinct) are not totally wrong.
Algorithms make sure the most exciting and interacted with posts get put at the top of home feeds, discovery pages, and most recommended. If you are seeing less engagement, then it means your posts are not making a large enough impact for “high score” from the algorithm judges.
With that being said, less engagement does not imply that you are boring, but rather that you are not appealing to your target audience. If you are using social services as professional tools to increase your revenue or get recognition, it’s never about what you want to offer on social, but about what your audience wants to receive.
In order to appeal to the audience you have already built, you might have to spice up your content inspired by the content that was hitting higher algorithms. This doesn’t mean copy, repost, or recreate what you have already produced, but play around with variations of content similar to your old content.
Analyse Your Insights
Now that social media is primarily being used as a business tool, as people are discovering how easy and amplifying it is when used as such, most platforms have made it really simple to view your insights if you have a business account, page, profile, etc.
For example, on Instagram, if you have a business profile, you can simply click the “Insights” button on your profile and get access to the demographics of your followers, which posts are getting the most attention and some (but not a lot of) information on hashtags. You can also see insights on many individual photos if you just scroll down on them. Most other social platforms give you the same easy access, but sometimes it is not enough or maybe too complicated to view each social media’s insights separately. You can view your social metrics on various apps and websites, such as What a Graph.
These insights, depending on the plan you purchase or don’t, will reveal way more information that could help you strategize your content to tailor it to your audience, or recreate your target audience altogether.
Redefining Your Target Audience
The insights you receive through social platforms directly or on metric apps can reveal to you many things. Perhaps the most motivating is the demographics of the people liking, commenting, viewing, and sharing your content. This information allows you to see what gender, location, and age range you are hitting. You can even fine-tune it to ethnicity, religion, and special interests depending on the resources you have.
If your target audience is women in their early 30s, and you find that most of the people who interact with your content are men in their 20s, you might want to reconsider either your approach to a target audience by spicing and switching it up, or redefining your target audience all together if you see an opportunity for profit there.
Asking yourself who, to where, and how you want to deliver your content are valuable questions in better understanding your target audience. However, especially if you are selling a product via social, changing your target audience may require you to change your labels, website, and overall social appearance.