Segmentation
Audience segmentation is the act of dividing a brand's audience or followers into smaller, more manageable groups based on shared characteristics, behaviors, or preferences. Brands do this so they can better tailor content, campaigns, and messaging to meet the unique needs and interests of these groups. A big reason brands like to segment is to increase relevance and engagement.
Audiences can be segmented on a variety of different bases of which the following are key:
- Demographics: Age, gender, location, income, education level, etc.
2. **Psychographics**: Interests, values, lifestyles, personality traits, etc.
3. **Online Behavior**: How frequently do they interact? What platforms do they use? What are their purchasing tendencies?
4. **Engagement level**: Active, occasional, or dormant users.
These are just some of the common bases for segmentation. Brands might also combine these categories or use other criteria to arrive at some truly customized segments. One thing is for sure: The more relevant and engaging the content, the less the potential to annoy or even repel followers. Audiences won't unfollow when the content is good.
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