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The Art of Social Media

Build Your Social Media Presence

When utilized correctly, social media can elevate your advertising efforts, as well as increase brand awareness to a broader audience. To create a dynamic social media account, it’s important to set goals that will improve your online presence. For those hoping to gain viewership and followers on social media, it may be overwhelming to determine where to begin. If this sounds like you, then keep reading!

Determine Your Target Audience

Recognizing your target audience is a vital part of building a large social media following. To begin, start by identifying demographic information about your customers. Key details about your demographic may include age, gender, hobbies and interests.

For example, a clothing retailer that sells products geared towards woman in their 20’s should not market their product the same as a company that sells clothes for women in their 30’s. The clothing store that sells to a younger demographic will most likely consist of fast fashion apparel that can be worn for casual social gatherings. The Instagram page for this type of clothing line will most likely depict young adults shopping and hanging out with friends at the mall or parties.

The clothing store that sells products for women in their 30’s will most likely sell office attire and have items at a higher price point than the company that is targeting a younger demographic. In this scenario, the Instagram page for this store will have more sophisticated posts of women wearing outfits that can quickly transition from the office to happy hour with little to no changes. They may depict women in more conservative and classic clothing, while the Instagram page for the younger crowd will depict more trendy styles.

It is vital to target the key demographic of customers that are most likely to purchase your product. This will ensure that your posts relate to the right group of people, as well as increase the likelihood of sales.

Set Goals

What are you looking to accomplish with your social media accounts? Do you want to gain followers or create brand awareness? Once you have determined your target audience, then you can decide what your goals are for social media.

If you are new to social media or want to receive more engagement on your posts, then you will want to start by gaining followers. Obtaining a more substantial following will increase the amount of participation your posts receive from others (“likes,” “comments,” “shares,” etc.). By increasing your engagement, you will then have a larger audience to engage with, thus increasing the acquisition of new and repeat customers.

Plan for Long-Term and Short-Term

Let’s pretend you are new to Instagram and you want to reach 10,000 followers within the span of one year. When you break that down you must gain an average of 27 followers every single day for one year. Being new to social media, you are unfamiliar with how to post, as well as the images and style of the posts that will receive the most engagement for your page. Therefore, understanding all these obstacles is essential to recognizing that this goal may be unattainable for the first year. For this reason, setting short-term goals will help you to gauge how realistic your long-term goals are for your social media platforms.

When you review your goals, you will give yourself the opportunity to evaluate the likelihood of accomplishing them on-time. This will entice you to mix it up and try new ideas that will increase your social media engagement and keep you on track to reaching your goals. If you notice that your posts are not receiving as much involvement, then this is the perfect opportunity to try something new. Next week you can push yourself to change the images or caption style for your posts, therefore allowing you the chance to monitor if these changes are improving your social media engagement. It is essential to try new things and be flexible with the ever-changing world of social media.

Make It Catchy

Did you know that there is an art to posting content on social media? A clothing retailer will market its brand differently than a tech company. This is where businesses that are relatively new to social media begin to lose focus. Many will start posting pictures that are not intriguing or relevant to their brand. For this reason, it is imperative to figure out what message you are trying to send to your viewers.

At Texas Sponsor A Highway®, we are passionate about making a positive impact on the environment through our litter-removal programs nationwide. Therefore, we post content about the environment, recycling, sustainability, and highway safety. Our goal is to invoke change; consequently, we publish content that will get our viewers excited about giving back to the environment and staying safe on the road. Remember to look at it from your viewers perspective— content that is varied and unique is essential to keep the attention of your followers, as well as gain new ones! It is important to remember that each post must be dynamic and eye-catching to retain the attention of your target audience.


Social media is a fantastic way to change up your marketing style and create a fun, fresh, and innovative approach to sell to your target audience. Social media is all about storytelling and showing your brand in a fun and vibrant way. As stated by the marketing guru, Seth Gobin, “Marketing is no longer about the stuff that you make, but about the stories, you tell.” Therefore, merely having a great product will not lead your company to the highest level of success. So, how do you plan to update your social media platforms to tell your company’s story in a way that will increase your viewership? Tell us in the comments below.

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