Targeting matters in social media

I was asked a few weeks ago whether I thought a single image or a video had the best pick-up on Instagram. How do you answer that? Not in a single word anyway. My answer was: ‘What do you want to achieve and what’s appropriate for your audience?’ But it comes with a caveat, a great image is probably better than a poor video and vice versa. The reality is that either could work well if you get your messaging right.

This drags up the issue that some social media marketers are still chasing volume at any cost, with little consideration for the audience or content that’s appropriate to engage with their target audience. It’s a one-size fits all approach, and makes no sense.

I was speaking to another travel business owner who had hosted an influencer at great cost, and recommended by their PR agency. I wasn’t convinced, the influencer didn’t appear to align with the values of the business and nor did their followers. Better to host an influencer with 10,000 followers who match your customer profile than one with two million who don’t.

I know there’s a lot of people out there getting this right, but there stills seem be many chasing quantity over quality.

Social media should always dovetail into a wider content strategy, if you’d like to talk us about your content planning and messaging, we’d love to help.