Why Are Only a Few People Seeing My Content? Maybe You Should Try This! | by Hana Annisa Firdaus | Mar, 2023

Create content in social media is the way to reach the audience, but sometimes the result didn’t meet our expectations. To avoid that, here are the steps to create engaging content that you should know.

Why is it important? Because if the audience doesn’t meet our criteria, the key message will not be delivered well. By knowing the target audience well, we can know their traits and problems. So, our brand can be a solution for them. Also, after determining our targeted audience, it can help us search for the best-fit influencer.

How to determine target audience?

1. Understand your brand or product

As marketers, we should know very well about our brand and the product which we want to promote. These three questions can help you to understand well your brand/product:

• Ease of use: Can this product be used by all ages?
• Unique selling proposition: What are the main advantages of this product?
• Solution: What problems in society can this product answer?

2. Segment the audience

After understanding our brand/product, we know that our product will fit on specific audience’s background, such as their age, income, and residence.

3. Putting ourselves in the audience’s shoes

There is a word “sometimes you don’t know until you experience it yourself”. To know the target audience better, marketers should try to imagine themselves as the audience they want to target. The questions below will help us to do it:

• What are the most frequent problems?
• What are my habits?
• What do I want from a product?
• Can your brand or product answer my problem?

4. Deeper research

To confirm whether our hypotheses are right, we should do market research on people who have the same background as our target audience. The market research can be done by survey or focus group discussion.

Content Structure

“The structure of content: Hook — Body — Action”

1.Hook (to Grab Audience’s Attention)

Nowadays, access to social media is so easy. Thats allow people to scroll through content and easily jump into others’ content or even social media when people get bored. So we need something that can trigger audiences to stop scrolling. How to do that? It can be done by using interesting photos, create engaging content (such as, trending features), and involve the audience with our content (such as, using a question box and sharing the result so the audience will feel cared for).

2. Body (Main Message)

What do we want to convey?

In this part, the content should deliver the main message. But avoid using the exact same word as the brief, because the brief usually uses the ads’ word which means direct selling. The audience will know the ads’ words and will be bored. After that, they will scroll to others’ content. So, what is the best way to deliver the main message?

The answer is to try to make keywords from the key message in the brief. Try to say the keywords several times in the content. The repetition of keywords will build the audience’s mindset and will give them specific memory about it.

Try to merge and sync the keywords in the content.

3. Action

The expectation is after watching our content, the audience will do a specific action, such as click the link, buy the product, or visit the website.

Platform Usage

• Instagram Feed (for Awareness): organic looking photos or videos, quotes, short explanation.
• Instagram Stories (for Awareness or conversion): shortest video content, can use many features (polling, question box, direct link).
• Tiktok (for Awareness or Conversion): tailored to the KOL’s audience, direct branded content usually not working, bio link.
• Youtube (for Awareness or Conversion): longer video based content, powerful for experience sharing.
• Twitter (for Awareness): conversational content, the content need to be ultra relevant with the audience. Typically the best content for twitter is someone’s storytelling.

Result Evaluation & Reporting

To know whether the published content is successful or not. It can be measure by qualitative and quantitative methods.

A. Qualitative Method

• Responses: we can observe the audience’s comments to know what they feel after seeing the content.

B. Quantitative Methods

• Views: the volume of views and compared it with the healthy benchmark.
• Engagement: a total of likes, comments, and shares of the content.
• Clicks: the total clicks that we get, and the cost for each click.
• Installs: the total number of installing apps after seeing the content.
• Purchase: the total number of the purchase, and identify the ROAS (Revenue/Cost).

I am curious about digital marketing, especially brand strategy. If you looking for friend to discuss about it, connect with me on LinkedIn.

Hana Annisa F

Digital Marketing Enthusiast | Brand Strategy

Source: [1] Maximillian, R. “Content Creation with Influencers”. E-learning of MySkill. Accessed 16 Mar. 2023.