1. User portrait
The first stage of any social media marketing campaign is to determine the target audience. If you don’t know who the “audience” is, then of course you can’t find the “audience” from any channel, let alone “marketing”. To deeply understand the audience, a common method is user portrait.
User portrait, or persona, is mainly discussed here. Web persona is a user portrait that outlines the real characteristics of the website’s target group. It is a comprehensive prototype of real users. Enterprises study the goals, behaviors, and opinions of product users, and abstract these elements into a set of descriptions of typical product users to assist in decision-making and design. User portraits generally include basic personal information, descriptions of family, work, and living environments, specific situations related to website use, user goals or product use behavior descriptions, etc.
2. The purpose of creating user portraits
The purpose of creating user portraits is to understand what users really need, so as to know how to create content and better serve different types of users. Using user portraits can bring focus and cause customers to empathize, help the team establish expectations and goals, and improve the efficiency of understanding users, ultimately leading to better decisions.
3. Audience portraits of mainstream social media marketing platforms
The main user characteristics (audience portraits) of current mainstream social media. Facebook covers all age groups, Twitter covers mostly parents, Instagram mainly faces young people under 35 years old, LinkedIn covers the workplace and decision-making groups, YouTube covers video preference groups of all ages, and Snapchat faces young people under 20 years old.
For example, using LinkedIn, you can target high-quality audiences in the workplace environment. Marketing should be carried out for influential people, decision makers and corporate executives, because they will take action when they find new opportunities. Combine various targeting conditions to establish ideal user portraits: IT decision makers, C-level executives, small business owners, etc.