4 minute read
Media Analysis – Generation Media looks at the importance targeted social media campaigns
Tailoring a must for social media
Using social media to engage with your target audience is the way forward, but it's vital to ensure you are using the right channels to get your message across, says Generation Media's Greta Bisetto-Donelan
More and more brands are linking up to social media, and it’s clear why. Social media platforms are an efficient tool to engage with your target market in an authentic way, while also sparking a lasting dialogue between consumers. But while it’s an excellent means of building your brand, packed with a plethora of marketing possibilities, one size doesn’t fit all...
Purchase power Social media marketing can play a paramount role when it comes to building the demand of your products and ensuring conversion.
The optimum scenario will deliver engagements both across the kids’ demographic and their parents, as, ultimately, they have the purchasing power.
According to research on “the social media usage of two- to 12-year-olds, children will spend 55 minutes scrolling through the top social media apps and 68 minutes surfing YouTube daily. This has a major influence on purchases, with two thirds of kids almost always getting what they ask for at Christmas or for their birthday and seven in 10 parents suggesting their children have an influence over their purchases.
Based on this research, the correlation between digital platforms and purchasing is clear, with it being integral to driving inspiration and pester power, and as a result purchases, making it a must-have marketing tool
Your strategy and target market
We know how important social media is to your marketing campaign, but strategy is a whole different ballgame. Which channels do you use and how effective are they in conveying your brand and message?
We believe being in the right online environment is critical to how effective your campaign could be and how it might better grip your target audience.
Looking into the age two to 12 demographic, the most appropriate social media platform is TikTok, with 66% of usage, followed by Instagram and Facebook on 37% and 24% respectively. A push on TikTok would therefore seem the obvious and easy way to bring your brand to a wider audience, when it comes to kids and their parents.
Your strategy would also benefit from giving yourself a wider scope, by using multiple platforms to showcase your content (be it organic or paid-for), for example, by using Instagram together with TikTok to reach a wider audience of kids and parents, and more markets.
This is the most efficient strategy to engage with kids and persuade the purchase-makers (parents). However, this approach will only be successful if the content is designed with a platform-by-platform approach in mind – one size does not fit all when it comes to social media.
The three rules Bringing these elements together, there are generally three rules that we believe will ultimately benefit your social media marketing campaign.
First is to adopt a long-term strategy. This will make your content go further and shape the creative solutions that will ultimately make your campaign and content more efficient, ROI-oriented and coherent. Ultimately, your goal should be to develop a long-term dialogue with your target audience.
Second, your channels need to be locally relevant, ensuring that your content is engaging across different territories.
Third is ensuring your campaign is editorially-led. It's vital that, through content, an editorially sound structure is provided where your message and product can be highlighted to the utmost of their capabilities.
Following these three rules is essential in running a successful campaign, and we believe they have the capability to greatly improve sales and reach by hitting your target market and their parents at source.
*Source: Giraffe Insights, Little Voices Tracker, Kids 2-12
