What About Targeting the Opposite Audience?

 A company or brand having a specific target audience is crucial to success and making a profit on social media. Making content tailored to the average audience's likes or interests will show those viewers that the brand is taking the time to understand their audience. Brands can use the information of their target audience in a social media audit by showing a behavior and interest analysis, content performance evaluation, what channels are stronger than others and finding gaps in content by being able to communicate with the audience through platforms. 

Another important concept I believe is just as important as hitting that target audience is reaching audiences who might not be as interested but using content that will get them interested. An example that matches this idea perfectly is when the final season of the show "The Summer I Turned Pretty" came out this past summer. Many brands including the NFL and the specific team accounts were posting content on TikTok about being "team Jeremiah" or "team Conrad". This was an amazing idea because the show is mainly a younger female audience which is typically the opposite of professional football. So if a female's TikTok page had videos about the show it was common to also come across the NFL's page as well because they were using related hashtags. The football accounts would typically post various amounts of content about the show throughout the entire summer. It was not just one post but instead a consistent stream of videos as more episodes of the show came out. They even started getting players involved asking them what "team" they were on. These kept females engaged with the content and interested because I personally thought the videos were funny and entertaining!

These accounts were still posting their regular content to keep the typical market engaged but adding this new aspect added a whole new audience to the mix. Even if they did not become die-hard football fans they still were engaging with the content. This gave the teams more opportunity for more content as well because this was all happening during their offseason so they needed more content ideas as they did not have weekly games to report on. Overall, I think it is crucial to make sure the targeted audience is being measured and accounted for through various metrics such as engagement rates but it could also be fun and beneficial to look at where the social media world is excelling in and begin to target that too!