When it comes to developing and creating your content, you want to be sure you achieve positive social media resonance. But how do you go about that?

As marketers, we all want our content to perform well – but we need to be putting out the right type of content at the right time for our target audience in order to resonate with them. Essentially, we need to strip it back to basics and consider why they are on there in the first place.

The reason why social media was created, and how it has become ingrained into our everyday lives, is so we can connect with friends and family at the touch of a button. From there, we have expanded on the use of it for inspiration, to pass time and to consume the latest news.

A recent report by Sprout Social, 2020 Sprout Social Index Above and Beyond, dug deeper into how and when we use social media:

  • 50% to share personal milestones
  • 45% during a sporting event
  • 42% during a natural disaster 
  • 42% during national holidays
  • 39% during political events
  • 38% to discuss pop culture moments
  • 30% during award shows

The most important piece of information for brands to note is that this does not explicitly mean the public wants to see you and your content during these times.

Unsurprisingly, more than half (54%) of consumers would be happy to see brands post during sporting events, whereas only 14% would welcome seeing brand posts during a natural disaster.

If you’re struggling to reach your target audience, ask yourself: what platform they are using (consider their generation), why they are using it (review the news agenda) and when they are using it (focusing on B2B or B2C). Answering these questions will help you understand when your audience would be most likely to welcome your posts, and the type of content you are putting out there.

Harness your data to better understand what has performed well in the past and dig a bit deeper to find out why that may have been. There is no “one size fits all” with social media – but knowing what works for you may provide a better insight into what your target audience resonate with.

To achieve a positive social media resonance, you must get into the mind of your customer.