How to Do Audience Research for a Creative Campaign

by Jul 21, 2021

Yay! You have your brand established and now want to understand your audience better, to find out their attitudes, behaviors, and habits so you can capture their interest in a way that inspires them to take action with your product or service.

In the social media world, there are three key terms for audience engagement: observation, participation, and propagation.

Observation is when a user notices your content but passes by. Participation is when a user engages with your content by commenting on it or liking it. Propagation is when users share and promote your content. This is where you want your audience to be presenting your brand to their network, but how do you get them there?

Begin Qualitatively

Your Demographic
Who is already consuming your content? Maybe those in the 35-44 age range. Who do you want to reach? Maybe 18-24-year-olds in addition to 35-44-year olds. How does your content and methods of delivery need to change to reach your ideal demographic?

Audience Conversations
What topics are trending with your audience? Maybe follow them on social media to get a feel for where they’re coming from. If you have brand hashtags, look into how they’re being used. Who else do your customers follow? What differentiates you from similar resources?

Word on the Street
What are your customers saying about you? What do they like? What can be improved? Feedback is essential for knowing how you’re doing and how you can grow. Which content of yours are your customers sharing? Identify patterns in what your audience is most interested in.

Add The Quantitative (Data)

Social Media Platforms
The best way to get the information asked for above is to become acquainted with the analytic tools of social media platforms. Social media is the most popular source referenced for news and information, so being established there can give you key insights into your audience.
A few definitions to help with data comprehension:

  • Impressions: the number of times your content is displayed, no matter if it was clicked or not
  • Reach: the total number of people who see your content
  • Drivers: motivation, underlying forces that compel consumers to purchase products and pay for services

Interviews
You can also find willing interviewees to give you feedback on their experience. What do they enjoy? What can be done better? Make sure you don’t solely focus on how you’re succeeding. To grow you have to first acknowledge where you are weak, so seek interviewees who won’t just tell you the good they think you want to hear.

Moving Forward

Once you have become better acquainted with your audience—their attitudes, behaviors, and habits—take time to reflect and identify patterns. How is your audience currently interacting with you and how would you like that to change?

Secondly, take a moment to reassess who you are and how that relates to your audience. How does the purpose of your brand meet their needs? How can you communicate that to them as clearly and efficiently as possible?

With these thoughts in mind, you are sure to embark with loyal followers and ones yet to come in a relationship that will take your brand to a whole new level!

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