We all know the feeling of chasing those ever-changing algorithms, right? We’re told to post reels, use trending audio, and engage with every single comment like our business depends on it. And yes, algorithms do play a role in how far our content goes, but here’s a little secret: your audience matters more. 🙌
If you want to create content that works, it’s time to shift your focus from algorithm hacks to human connection. Let’s talk about how to do that.
It’s about them, not the algorithm
Let’s get real for a second. Who’s actually engaging with your content—the algorithm or your audience? When you’re planning your posts, think about the people on the other side of the screen. What do they care about? What makes them stop mid-scroll?
Instead of crafting content to please the algorithm, put your energy into creating something that your audience will love. The algorithm will catch up when your people start engaging—trust us on that.
Different people, different behaviours
Here’s a fun example: think about the last time you scrolled through your feed. Some people stop and watch every single Instagram story, while others just tap through. Some can’t resist a juicy headline, while others are scrolling to kill time between meetings.
What does that mean for you? Well, not everyone consumes content in the same way. Tailor your posts to meet different behaviours. Maybe one week you post an engaging question in your stories for those quick tappers, and the next week you dive deep into a long-form caption for the thoughtful scrollers. When you mix it up, you meet your audience where they are.
Psychographics > demographics
Yes, knowing the age, gender, and job title of your audience is important, but do you know what they’re doing when they’re on social media? Are they catching up on Instagram while they wait for their kids’ swimming lesson to finish? Or are they scrolling through LinkedIn during their coffee break?
It’s about psychographics, not just demographics. If your audience is distracted and pressed for time, long captions might not be the best choice. On the other hand, a quick, bold quote graphic could be just what they need at that moment. Understanding their mindset will help you create content that resonates with them on a deeper level.
Context matters: timing is everything
Picture this: you’re a busy mum trying to squeeze in five minutes of social media time while your little one naps. Are you going to read a 10-slide carousel on the latest industry trends? Probably not.
But maybe you’ll love a quick tip or relatable meme that feels like a virtual high-five. 🤗
The point is, think about when you’re posting. That perfect in-depth piece might shine at 9am when your audience has their morning coffee but could totally flop at 6pm when everyone’s winding down. Context is everything.
Posting times vs. content suitability
Your scheduling tool might say that your audience is most active at 8pm, but here’s the thing: what are they actually doing at 8pm? Are they ready to engage with a detailed product launch post, or are they just looking for a bit of light scrolling before bed?
It’s not just about the right time to post; it’s about making sure the type of content fits the time slot. So, save that deep dive for when your audience has the mental space to really absorb it, and stick to lighter content when you know they’re in “wind down” mode.
Content format: match it to the moment
Let’s imagine your audience is active professionals—maybe they’re checking Instagram in between meetings or during a quick lunch break. If you’re expecting them to watch a 3-minute reel at that moment, you’re probably going to lose them.
Different formats work at different times. Try static posts for quick engagement, short videos for when you’ve got a bit more attention, or carousels for when they’re ready to swipe through something more in-depth. The key is knowing when to use what.
Make it easy for them
Here’s a real-life example: a friend of ours was shopping for home decor online and got frustrated because every product only had a fancy 360-degree video. What she wanted were static photos she could zoom in on to check the details before buying. Those videos might’ve looked great and given the brand good engagement numbers, but for her (and her credit card), it was an awful experience.
Lesson? Think about what your audience needs from your content. Sure, videos might boost views, but if they don’t help your audience make an informed decision, you’re not doing them any favours. Prioritise their experience over a few extra views.
Keep coming back to your audience research
Here’s the thing: your audience isn’t static. They’re growing, changing, and evolving, and so should your content. Make it a habit to revisit your audience research regularly. Are they responding more to video now than six months ago? Have their pain points shifted?
By keeping an ear to the ground and staying in tune with your audience’s current needs and preferences, you’ll stay ahead of the game, creating content that really connects.
