Social Media has had a presence in our lives for many years now. From MySpace to Facebook to Instagram to TikTok, connecting with people across the country and even across the entire world has become increasingly accessible. The question has become, as marketers, how can we use this to our advantage and stay cutting-edge with our marketing strategies? It’s simple, but it’s not easy. I believe that 2020 and the pandemic were a huge turning point in social media marketing. Of course, before then there were already Instagram and Facebook ads, and YouTubers could make money off of their videos as well. But 2020 and the COVID lockdown brought a huge increase of users to TikTok’s platform as another way to stay connected during such a dark time in the world. Since then, influencer and social media marketing have both surged with no sign of stopping anytime soon. And the best way for your brand to maximize efficiency of your social media marketing strategy is by understanding your target consumer’s behavior and your ideal buyer persona.
To put it simply, consumer behavior is exactly what it sounds like: how consumers go about purchasing goods and services. And what affects consumer behavior can be cultural, social, and personal factors, which all play a roll in choosing who to follow on social media as well. Typically, users on social media, including myself, will choose to follow others or “influencers” who have a style they admire or aspire to have whether it be fashion or general routine and lifestyle. From there, is where the influence to purchase from a social factor may come into play and influences consumer behavior. As a marketer, it’s important to understand the consumer behavior of the particular buyer persona you’ve created as the target of your brand, in order to better provide the solution to what they need. Once this information is found and understood, marketing research can be done to find what influencers your buyer persona may be following and utilize them to promote your brand if financially feasible.
While influencer marketing may not be best suited for promoting every business out there, social media marketing can be used pretty universally! But to circle back to fashion, influencer and social media marketing should both be used by marketers in this industry in order to keep up and stay relevant. Depending on what you’re promoting and how you’re choosing to promote it on social media, it can be relatively affordable with a greater return on investment. The bigger the company, the more options when it comes to influencer marketing.
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