Finding the right audience in social media advertising can be a challenge – especially when you’re trying to get to find the ideal mix that gets you the most clicks, impressions, ROI and any other goals you and your digital marketing team are working toward. However, one of the easiest places to find your audience is already provided for you.
Your social media channels.
When was the last time you checked out your Pinterest or Twitter audience insights? In the depths of those often-overlooked tabs you just might find your answer. Anything from what their interests are, to who else they are following. Then what should you do? Create audiences within Facebook advertising for each platform and test it. They all might be a little similar, but each provides different insights into your audience’s interest.
Twitter has a “followers” tab you can check out that contains information from most unique interests, top interests to even who your followers are following. Use this information to fill out a custom audience. Are they interested in fashion, technology, music? Use their interest!
Pinterest audience interests are a little harder to find. You have to go to the analytics tab, then hit ‘interest’ (close to the top). Here you will see what boards/interests your Pinterest audience is interested in. Design, healthy eating? You can create a new audience in Facebook to send ads out to. Compare and contrast Twitter and Pinterest by running the same campaign back-to-back and seeing which works best.
Don’t forget Google Analytics.
Google Analytics is a fantastic tool to use to see where your audience is coming from to your site. The best part is you can use that information to your advantage when targeting audiences to advertising using Facebook (or other platforms).
When all of the Facebook audiences have been tested you can take that same strategy to other platforms. Try doing the same test on Pinterest or Twitter! It’s all about working with what you already have in front of you, and then testing other audiences as you go!