Why audience insight is your social media superpower

With over 54.8 million people in the UK actively using social media (79% of the population) [Source: DataReportal 2024], the opportunity is huge - but so is the noise. Without knowing who you're speaking to, even the most beautiful post will get lost in the scroll.

In fact, businesses that personalise their messaging and content see 40% more revenue growth than those that don’t [Source: McKinsey & Company]. That starts by deeply understanding your audience.

If you're aiming to build a social media strategy for your small business, this is the first step you cannot skip.

What this guide covers

In this article, you’ll learn:

• How to define your target audience on social media
• The best audience research tools
• How to create a buyer personal template
• How to create content that actually converts

Let’s get started.

Step 1: Audit the data you already have

Before you dive into new research, look at what’s right in front of you:

• Meta Business Suite or TikTok Analytics for post performance
• Google Analytics 4 for demographic and behavioural insights
• CRM or e-commerce data to understand buying patterns
• Surveys or polls (email or Instagram stories work great)

💡 Pro Tip: Look for consistent patterns in location, age, job roles, and most-engaged content. These form the foundation of your buyer personas.

Step 2: Define your target audience

Don’t overcomplicate this. Try writing a single-sentence description:

Example:
"We help female founders, aged 30 - 45, based in the UK and Ireland, who are scaling service-based businesses."

Keep this front and centre when planning posts, reels, or ads.

Step 3: Build buyer personas

Creating detailed personas is not just a ‘nice - to - have’ - businesses that use them generate 210% more website traffic than those who don’t [Source: Forbes].

Your buyer persona template should include:

• Name (fictional)
• Age & job title
• Location
• Goals and frustrations
• Favourite social platforms
• Buying triggers and objections

Step 4: Use social listening

Use tools like:

• Google Alerts
• Brandwatch
• SparkToro

These let you monitor real conversations and learn the language your audience uses. Mimic their tone and vocabulary in your copy - it builds trust and relatability.

Step 5: Segment your audience

You don’t need 10 personas. Start with 2 - 3 key segments who bring the most revenue or engagement.

📊 Fact: Most companies find that 90% of their sales come from just three or four customer types [Source: HBR].

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Step 6: Tailor your content and channels

Different audiences prefer different content formats:

• Gen Z? Short-form video and trends on TikTok
• Busy professionals? Value-packed LinkedIn posts
• DIY enthusiasts? Pinterest boards or Instagram carousels

Don’t waste energy posting everywhere. Focus where your audience is active.

Step 7: Set audience-focused KPIs

Instead of chasing likes or followers, monitor:

• Cost per lead (CPL)
• Click-through rate (CTR)
• Engagement rate by reach (ERR)

🎯 Benchmarks:
The average CPL on Meta platforms is around £17 per lead across industries [Source: WordStream].

Step 8: Test and optimise regularly

Marketing isn’t “set it and forget it”. Run weekly tests:

• A/B test hooks and formats
• Try new CTA phrases
• Monitor what time of day drives best engagement

Use tools like:

• Meta A/B Experiments
• TikTok Creative Centre
• Google Tag Manager for tracking conversions

Social Media Audience Research Checklist ✅

Here’s your go-to weekly checklist:

• Check platform analytics from last 90 days
• Speak to 2 - 3 ideal customers
• Update your buyer persona
• Review top-performing content
• Track results using UTM links and Google Analytics

FAQs: Audience Research for Social Media

Q: I’m short on time - how long should this take?

Allocate two focused days to get everything mapped out. Then just revisit monthly.

Q: Do I really need personas?

If you want your social media marketing to convert, yes. Ads will cost less. Engagement will rise.

Q: Where can I find search data on what my audience wants?

Use AnswerThePublic, Google Trends, and Semrush Keyword Magic Tool.

Q: How often should I update my audience profiles?

Every 6 months or after major changes in your offering or customer base.

Final thoughts: Know your audience, grow your business

Understanding your audience isn’t just step one in effective social media marketing - it’s the difference between content that sells and content that gets scrolled past.

When you know who you’re talking to, everything becomes easier:
✔ Better engagement
✔ Lower ad costs
✔ More qualified leads

Want help turning insights into impact?

At Evolve My Media, we specialise in creating bespoke strategies, content and paid social campaigns that drive results. Whether you're a startup or scaling business, we're ready when you are.

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