Whether it’s TikTok, Instagram or Facebook, businesses strive to create the best content to engage with their audience and build visibility for their brand. But the challenge that all businesses face is that not all social media platforms are the same, and even more so, not all content would work across platforms. Where can businesses start and how can I better understand my audience?

These were some of the key insights that the Kingdom Digital team answered in the latest instalment of Time Digital Masterclass.

First, with the variety of social media platforms available out there, how can businesses choose which platform is best for their business? Kieran Jumawan, Digital Content Lead at Kingdom Digital said “It is good to understand your target audience’s preferences: millennials gravitate to Instagram while Gen Z favours TikTok and the older demographic often engages on Facebook. Immersing yourself as a user on these platforms also aids in grasping current trends. Being a consumer of a platform and learning the audience behaviour on each platform is one of the best ways to figure out what relates to your business the most.”

More tools and resources are also available for the modern-day social media manager of brands. Kingdom Digital recommends Canva for graphics, Capcut or native TikTok/Instagram editors for videos and ChatGPT for text. Deep knowledge of these tools can help amplify content’s impact on social media platforms.

Once the platform is determined, the next steps are to focus on the audience’s needs and pain points. Start with online research to feel the pulse – social listening tools like Meltwater, Tweetdeck or Hootsuite will help you gauge sentiments to segment into personas. Study buying behaviours and user behaviours. Look deep – why are people abandoning carts or returning specific products? Are there habits developed?

Looking outside your own brand is also another way to seek inspirations. Review your competitors’ social media – take the time to analyse their social media content, advertising strategies and public customer feedback to identify gaps or opportunities for your own learnings.

Have these tips helped you on your social media engagement? Subscribe to Time Digital Masterclass for these tips and get notified of upcoming classes!