How to Find Your Audience on Social Media

When having a social media presence meant posting the occasional photo on Facebook and a couple of words to Twitter, it was relatively easy for brands to DIY the whole thing. Or just have an intern do it! But as each social network developed different algorithms, it’s clearly not an easy task anymore. Brands are now struggling to balance the best image ratio for Pinterest, fun video content for TikTok, and the most appropriate hashtags for X, all while also running an actual business.

The solution against social media overwhelm? Hire a social media manager. Hire me. And here is one of the first things I will ask you:

Who Is Your Ideal Customer?

Rather that screaming into the abyss and waiting for an echo that never seems to come, find out where your audience already is, and go there! That’s how you make sure your brand’s voice will be heard. If you’re selling men’s grooming products, your audience is probably not on Pinterest, where the majority of users are women. And if you’re selling men’s grooming products for the older gentleman, you surely won’t find him on Snapchat, where most users are teenagers. Sounds easy enough, right?

To find out where you audience is, ask yourself this: who is your ideal customer? How old are they, where do they live? How much do they earn and where do they hang out online?

This infographic here breaks down the 2024 user base of six major social media networks. You will notice that some social networks used for different purposes than other, that some of them are male or female dominated, and that most of them have users living in urban areas. What does this mean for you and your brand?

Depending on what your product is and who you’re trying to sell it to, chose 1-2 platforms that best match your audience. Then focus only on them! Instead of wasting time filming videos for a couple of TikTok users who can’t afford your product, promote yourself on those networks that actually fit you. You’ll be saving yourself time and resources, while still growing your online presence.

If you need a hand figuring things out, a social media manager is probably the better option for you. I know someone.