Can examine a wide range of data including age, location, education, and income to start building buyer personas, which are fictional representations of your ideal customers that you can cater your content towards. And here’s the best part - you likely already have most of this data available to you for free. Of course, you could also conduct market research studies of your own, or go through an outside agency for a more holistic view of your industry. But in terms of media planning, I’d argue that knowing which channels your audience is spending their time on is just as important as knowing who your audience is.
Channel and Platform Research Learning about your audience doesn't just stop at personas or demographics. In 2021, 43% of media planners conducted market research to find the most effective channels for reaching their targets. This percentage will grow fax number list significantly in 2022, with 53% planning to leverage it for the first time. The data above isn't too shocking. Before you know how much of your budget to invest in each area of your media mix, you'll want to get an idea of which channels your target audience spends their time on. You can also benefit from using your own data by looking at which channels are most effective at helping you meet your specific goals.
But, you should also leverage outside research as it can provide crucial demographic data on the specific channels you use. For example, in our 2022 Social Media Report and survey, we found that younger audiences like Millennials and Gen Z prefer shorter video content that is funny, trendy, and reflects a brand’s values - on platforms like TikTok and Instagram. Meanwhile, Baby Boomers prefer interactive/educational content such as interviews/podcasts/expert discussions, and live videos, with Facebook being their platform of choice.