In previous posts, I’ve talked about how various companies have used social media to their advantage and how you can, too. Today, I want to take a slightly different approach.
I want to discuss one of the most important aspects of social media marketing: understanding your audience. And I’ve got a prime example of a company that has got this down pat.
Why You Need to Know Your Audience
It should come as no surprise that the key to “social media” is being social! As a marketer, your content should not be geared towards benefiting your company or brand. Users want a personalized experience and your efforts as a marketer should be geared towards your audience and their needs.
That alone makes it incredibly important to understand who your audience happens to be.
In addition, the goal of any marketing campaign is to influence human behavior. One of the things that lead to changes in behavior is the formation of habits. In other words, your content needs to become part of your audience’s daily routine. You need to know your audience and how they’re likely to behave in order to do this.
So how do you get to know your audience?
The first step is simply gathering demographic information on your audience. That should be enough to hone in on the social media platforms they’re most likely to use. This should also, however, include a more in-depth analysis of their personalities and habits, so that you can create your messages to meet their desires. From there, you begin crafting your messages and guiding your audience to those things that will fulfill their needs and wants.
This is where we come to Weixin.
You may or may not have heard of it yet, but this Chinese app is an absolutely stunning example of outstanding marketing. To date, it has more than 300 million users worldwide, including America, Europe, China, and Southeast Asia.
Weixin’s success is a result of clearly understanding its audience (young urban smartphone users) and adapting to their needs. Everything about the app, including the interface, was made with their convenience in mind. They’ve genuinely raised the bar in terms of behavior change and user convenience.
The goal of Weixin is to provide its users with an incredibly easy-to-use “all-in-one-platform” experience, where virtually everything they need is right there. It doesn’t matter if it’s texting, catching up on the news, building and accessing a community like Facebook, microblogging like Twitter, shopping like Amazon, or even calling a cab like Uber.
They also continuously add new features in order to meet their audiences’ moods or even cultural needs. One example is China’s Red Envelope tradition where people give money to family during the New Year. Weixin made it easy to do this by adding a “Red Envelope” feature where users can give these monetary gifts directly through the app according to preferences the user sets up.
Weixin almost literally does it all. And, if you can get everything you need from one platform, why go elsewhere? The studies show that most Weixin users don’t.
In short, Weixin is a great example of how knowing your audience well lets you serve their needs more efficiently, and thus retaining your audience flow.
What do you think? Have you ever used Weixin? Let me know in the comments!