We’re In Our Diversifying Your Audience Era
I have to admit, I'm not a die-hard Swiftie, especially when compared to my fellow social team members (big shout-out to Grace and Kayla!). However, I do have a soft spot for a good dose of gossip.
So, when the news broke that Taylor Swift might be romantically involved with Travis Kelce, the Kansas City Chiefs' tight end, I was all ears. Little did I know just how explosively this revelation would take over the internet!
On September 24th, mere hours after Swift was first spotted at MetLife Stadium, TikTok and every other corner of the social media universe were flooded with the popstar’s fans planning their next Sunday tailgate. In fact, a brand-new era of Chiefs fans is emerging as a result (see what I did there *wink*).
If the NFL can attract hundreds of thousands of fresh fans, could there be a compelling case for your brand to do the same? In the world of social media marketing, diversifying your audience is a crucial strategy to expand your reach and increase engagement, so let’s dive in!
Leverage Strategic Partnerships
Just like the Taylor Swift and Travis Kelce dating buzz, consider partnering with popular influencers outside of your niche. I like to refer to these influencers as “strategic stepping stones.” While they may not precisely align with your target audience, they do share enough common ground to make logical connections that can draw their followers towards your product or service.
For example, if you’re a fitness brand, consider reaching out to fashion influencers to have them incorporate your workout equipment in their athletic clothing hauls. Alternatively, if you provide web design services, try partnering with niche small business owners, such as thrifting resellers or rare collectible enthusiasts, who might be keen on creating their own e-commerce sites.
Tap into Trending Topics
Much like my efforts to eavesdrop on juicy gossip, your brand needs to stay finely tuned to the latest online trends! Create content that links your message or products to these trends, even if it's done in a light-hearted or creative manner. Remember, not every post has to be a sales pitch. Building brand awareness and a positive reputation is equally crucial in the sales process.
There's always a clever way to incorporate a trend into your industry with a dash of humor and careful planning. An example I always love to share is Away’s “unofficial ad” for their 360-degree premium wheels on TikTok — simple, trendy, and still genuine to their brand!
Celebrate Voices Outside Of Your Customer Demographics
As marketers, we often emphasize demographics, focusing on age, marital status, gender, or median household income when tailoring our audience and social media strategies. And, make no mistake, these descriptors play a *huge* role in targeting the right audience and creating effective strategies. However, it's equally important to recognize that people's passions and interests are not confined to labels and boundaries.
Consider looking beyond demographics and tapping into the broader spectrum of human interests. By celebrating voices outside your usual customer demographics, you can open the door to engaging with individuals who may be passionate for your brand or product, regardless of their profile.