• Age: Which age ranges are most involved in the conversation around your key topics/themes?
  • Location: Where does this audience mostly live? When should you be posting content, and should you have a global-local strategy?
  • Life stages: Are they getting married? Having kids? Not getting married? Not having kids? Leveling up in their careers? Just entering the workforce? This is all relevant information, whether you are a B2B or B2C brand. You want the fullest possible picture of your audience.
  • Where are they at in the funnel? Where in the funnel does most of the conversation seem to be focused?
  • Behaviors: What is your audience doing/talking about doing on social?
  • Where are they spending their time? Which social channels should you be most focused on?

4. Testing Is Everything

Don’t be afraid to fail, otherwise you won’t try new things. Keep up to date on new features and test them.

Test the same message on multiple platforms; test varying visual elements; test different product shots; test sound vs. no sound for videos; test different captions; test different CTAs.

5. Build a Campaign Performance Template

By creating an easily modifiable tool that you can use over and over again, you will be able to present your results and explain to key stakeholders what you’ll be doing differently next time around. It should include:

  • Goals and KPIs: What were your goals and KPIs at the beginning of the time period?
  • Here’s what happened: Here are the campaigns we put out, and how they performed individually. Include examples of social audience reaction.
  • Here’s how we performed to goal: Include your highest performing pieces of content.
  • Here’s what we will change moving forward: This is where you include key learnings and action items.

* This article was originally published on Sprout Social.