Customer Persona

A customer persona is a detailed outline of the ideal target audience for a brand on social media. It is created using a combination of research, data analytics, and insights that give a clear picture of the kind of people who are most likely to engage with and follow a brand on social platforms. When a brand gets serious about its social media strategy, it shouldn't just look at the raw data of who's following them and who's not; it should also try to understand (on a deeper level) the reasons why certain groups of people follow them.

By doing this, they can then humanize their brand, predict user needs, and just generally create content that's more likely to be engaged with. Because accounts that have a lot of engagement (as opposed to just followers) are often seen as more valuable in the eyes of marketers, this is a pretty important factor for a brand to consider when trying to figure out what kind of audience it's speaking to and when it's speaking to them in an audience-appropriate way.