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5 Tools to Find Your Audience on Paid Social Platforms



Preparing to launch a new social media marketing campaign can be a daunting task. The first big hurdle you have to tackle is figuring out what platform or channel is going to best achieve the results you need. The second is determining how to reach the right audiences on those platforms. This article will overview five tools that can be used to identify profitable audience segments on some of the leading social media platforms.

Google Analytics

Perhaps counter-intuitively, the best place to start with social audience research is not a social platform at all. Google Analytics is a great source for evaluating your current website traffic and, in particular, the highest-value interactions that you’d like to see more of. Before you begin drafting a campaign proposal, take some time getting to know your customers through reports like:

  • Geographic Location
  • Demographics
  • Device Use
  • Content Engagement
  • Top Conversion Paths
  • Time Lag
  • Interests

These reports should give you a pool of information from which you can begin to draw insights. You can overlay behavior and audience composition data to develop segments and personas that will be highest value to your company. That is the seed for your social targeting strategy.

Facebook Page Insights

Facebook allows for a similar assessment of your Page Followers using the Audience Insights tool within your Business Manager. You can view how People Connected to Your Page compare with the benchmark of Facebook users overall. Facebook’s Audience Insight Tool shows relative data for:

  • Demographics
  • Job Title
  • Interests (Page Likes)
  • Locations
  • Languages
  • Device Use
  • Engagement

You can also compare custom audiences (e.g. connected to your page and live in a selected region, or with a selected education level or relationship status) to define more specific segments.

LinkedIn Demographics

Another powerful tool at the disposal of advertisers utilizing LinkedIn is the Demographics breakdown, available on the account, campaign group, campaign, or ad level.

picture of demographics button in linkedin campaign manager

To utilize for audience research, advertisers can select retargeting campaigns using website visitor or list upload audiences. From there, LinkedIn will show actual volume and engagement rates broken down by:

  • Job (function, title, seniority)
  • Company (name, size, industry)
  • Location (metro, county, country/region)

The LinkedIn segment breakdowns are also available in the left sidebar during campaign creation. While this view only shows the percentage makeup rather than volume and engagement, it is valuable for determining whether any exclusions or additional targeting layers are needed to reach a desired subset of your website or list audiences.

Quora Topics

Targeting research on Quora can seem intimidating. You’re given estimated weekly impressions during ad group creation, but how can you know whether those are truly reaching the right audiences? Before you start with building a new campaign, navigate to the organic side of Quora (the feed) and do some native research.

Start by searching the topics you think are most likely to fit with what you intend to promote. Reading through the questions that are being asked and answered should give you a feel for the type of information users are seeking. It can also tip you off to irrelevant questions or topics that you want to avoid. Researching natively on Quora rather than relying solely on the Ad Manager will also help you choose the right targeting option. For example:

  • Topics targeting works well when you want to reach users reading broadly about a subject or where your product/service is a direct fit for the problem that topic addresses
  • Interest targeting works well when you want to reach users who have previously engaged with a subject but are not necessarily on that topic page now
  • Keyword targeting works for instances where your product/service answers questions that align peripherally with multiple topics but are not cleanly matched to any one particular subject
  • Question targeting or retargeting are a great fit if you find specific threads that perfectly match your audience’s intent and have a high volume of followers and weekly impressions

Hashtagify for Twitter

Twitter Ads are a surprisingly underutilized option for paid social marketers. If you’re new to Twitter Ads, get the scoop on targeting options first. Criteria like keywords, followers, and events can be tricky to sort out manually. is one of my favorite free tools to conduct research on Twitter audiences: search any hashtag and it will show related terms, top accounts, trends over time, and more.

picture of summary scorecard

This will help you generate ideas and find segments that connect with your product or service. Best of all, you can plug those criteria in during Twitter ad group creation to get a range of estimated reach that will fuel your forecasting model.


In Conclusion

Finding and targeting the right audience is key to successful social media marketing. The next step is forecasting spend potential for your paid social campaigns and drafting a compelling pitch to drive buy-in from the decision-makers for your organization. These essential research steps will be explored in-depth alongside other strategic and tactical execution tools at the Paid Social Workshop during Hero Conf Austin in April. Register now for yourself or your team to save on conference + workshop passes.


Understanding Hashtags on TikTok – DigitalMarketer



Understanding Hashtags on TikTok - DigitalMarketer

TikTok hashtags work differently when compared to  Instagram and Facebook. On TikTok, hashtags help get you discovered by your ideal audience, help you find your community and can increase your reach. 

Since the workings of hashtags on TikTok are unique, you need to understand how the algorithm deals with hashtags and how you can use them to build a business on TikTok. 

Let’s explore TikTok hashtags, why they matter and how you can use them for the best results. 

Why do hashtags matter on TikTok?

Like Twitter, Instagram, and other social media, hashtags help brands and individuals gain more visibility. With hashtags on your post, they automatically show up on feeds where those hashtags are searched for or where they are trending. 

When used right, hashtags can increase your following in no time and help you discover more leads for your business. Indeed, hashtags helped my brand pop up on the fyp on TikTok more often, and with these discoveries, I have more profile visitors who became followers because I met their needs. So, just like Twitter, Instagram, and other social media, hashtags increase visibility.

However, there are more perks to these features and a good understanding of how Tiktok hashtags work will be beneficial. 

Benefits of hashtags you should know

  1. They help you find your audience. 

When you use a particular hashtag, TikTok automatically shows your video to people who have used that hashtag in the past or interacted with posts with the hashtag. Also, using a particular hashtag draws in the associated traffic on that hashtag to your page. For example, if you use the #naturalhair on any of your posts, TikTok shows this post to people who are searching for this hashtag or posting with it. This way, it sort of builds a community around the hashtag and sends your desired audience your way. This is why you must choose your hashtags carefully as you don’t want the algorithm driving the wrong audience your way. Apart from helping your brand pop up in search results, as I mentioned earlier, these niche hashtags are a great aid in boosting your profile and content. 

  1. Helps you study your competition. 

I always recommend studying your competitors because they remain a source of business inspiration. When you use a brand-oriented hashtag, you will see related products show up in feeds and you can use this information to find your competition. With this discovery, you can visit their profile and see what strategies you can tweak for your audience. 

  1. Helps you find your community. 

Apart from getting you discovered, Tiktok hashtags helped me find a community for my business. From the followers sharing your content, you will be found by a pool of influencers, users, and people interested in your brand or idea. 

  1. You will discover content ideas. 

Whenever you search for related hashtags, you will find high-performing hashtags. This will give you an idea of the content that resonates with your audience, so it is a win-win game.

How to use hashtags on Tiktok

  • Research for relevant and high-performing hashtags: Be alert when checking out content from your competitors and other creators/coaches. Identify the most trending hashtags with the highest volume in usage and use them. Here is an excellent tool to search for the right hashtag on TikTok. 
  • Combine popular hashtags with less popular ones: The high-trending hashtags are very competitive, which might lower your chances of showing up on the fyp. You will likely be found faster when you add a less competitive hashtag. Go for the hashtags with 2 million views or less as it is easier to get discovered this way. 
  • Pay attention to the number of hashtags you use: I recommend using four seemingly related hashtags, so you don’t confuse the algorithm. 
  • Keep up with trends and use the latest hashtags: Use current hashtags because no one will be searching for past and forgotten hashtags. 
  • Create your hashtags and challenges: Don’t be afraid to create a hashtag related to your brand and even start a challenge with it. This may erupt into another big challenge on the fun app.

Are there hashtag mistakes to avoid?

Certain hashtag mistakes could be hurting your TikTok growth, so it’s important you take note of them. 

  • Never use irrelevant or unrelated hashtags because they will not appear for your target audience.
  • Do not use only popular hashtags, as I mentioned earlier; you may not rank or show up because of the hashtag’s competition or overuse.
  • Avoiding trends is never in your brand’s best interest. Sleep with trends and wake with them; you will be found. 
  • Never underestimate the power of local hashtags; else, your immediate community will not even know your brand exists.

To wrap up, understanding how hashtags work and how to use them on TikTok is one way to increase your business growth on the platform. With this knowledge, it’s just a matter of consistency and time before you reach your marketing goals on TikTok. Once you understand the right way to use hashtags on TikTok, you will be able to create content that actually performs, and in no time, you will see good business growth on TikTok

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