How to (Better) Understand Your Social Media Audience

Understanding your social media audience is crucial for developing an effective strategy that connects with your followers. And these days, leveraging advanced tools while staying attuned to evolving consumer behaviors can significantly boost this understanding. Here are some key considerations when adapting your social media strategy to your audience's wants and needs.

 

Today's social media analytics platforms offer in-depth insights that let you go beyond basic demographics. Now, you can better analyze engagement metrics, content preferences, and browsing habits. AI-powered analytics tools can help you track these and predict trends, allowing you to create content that resonates. Some of the latest tools include:

 

Social commerce is bigger than ever. Platforms like Instagram Shop allow direct purchases while showcasing special discounts or stock notifications. Leverage AI to personalize your customers' product recommendations and streamline the checkout experience within social apps. Staying informed about these changing consumer behaviors is essential, though.

 

Despite being digital natives, over 86% of Gen Z individuals are reducing their social media usage; however, 56% of American Gen Z users prefer shopping online to in-store and are more cost-conscious. Enticing this demographic with sales and value is key while also drawing them in on the social media apps they do use.

 

On the other hand, baby boomers hold significant spending power and are increasingly engaging with social media for brand research. This demographic values authenticity and quality over trends and is less likely to purchase from influencers. Only 12% of baby boomers bought products directly in-app through social commerce, but 76% are more likely to buy an item if they can see it from all angles. Demonstration videos and easy-to-understand content are a must for this type of customer.

 

Automation is helpful, but nothing can replace human interaction. Utilize AI-driven chatbots for instant responses during off-hours, but also make sure to personalize these interactions. Use customer data to tailor content, create custom audience segments, and send personalized DMs that add value. Integrating AI into your strategy can enhance personalization.

 

For example, artificial intelligence enables real-time data analysis, which improves the understanding of consumers' preferences and your campaign's effectiveness. However, balancing AI with human creativity and empathy is crucial to fostering authentic connections.

 

Social media in 2025 is all about engagement. Keep your audience hooked with short-form videos and interactive stories, like live Q&As and shoppable reels. Customers also enjoy engaging with gamified content, so consider turning your usual posts into quizzes, challenges, and polls.

 

You'll also want to stay updated on each social media platform's unique trends and tools, like Reddit. Many online users are turning to Reddit as a stand-in for Google, thanks to other users providing helpful feedback on products or services, which has become an invaluable tool for real-life recommendations for a brand or business. Now, this popular platform has introduced content moderation and analytics tools designed to enhance user engagement, such as a "rules check" feature and enhanced post insights, helping users understand and improve post performance.

 

By integrating advanced analytics tools, acknowledging shifts in audience behavior, leveraging AI for personalization, and adapting to platform-specific trends, you can develop a social media strategy that deeply resonates with your audience.

 

Missing the right strategy to boost your social presence effectively? Don’t worry, we’ve got you covered at SMT. Learn some valuable insights – for free – when you give us a call. Let’s chat now to see how we can help your brand… all in under 30 minutes!