How Audience Research Drives Results
In the fast-paced world of social media, research often gets overlooked in favor of creativity and content production. However, if you truly want to connect with your audience and succeed in your space, thorough research is essential. Understanding your audience goes beyond simply knowing your product—it involves getting curious about how you can serve and communicate with them in a more effective and meaningful way.
A great starting point is customer surveys. If you're able to collect direct feedback from your audience, take advantage of it. Listening to your customers can reveal valuable insights you might not have considered. But research doesn't stop there. It's about staying open, curious, and continuously exploring new information about your category. What you think you know about content performance may not reflect what’s actually working, and data can offer a clearer picture.
Research doesn’t have to stifle your creativity—if anything, it can fuel it. Let the insights you gather guide and inspire you rather than hold you back.
One key action item when conducting research is to study those who have already succeeded in your category. What strategies are they using? What trends are they tapping into? A good place to start is by researching trending hashtags and analyzing what’s gaining traction in your space. This can provide fresh ideas and creative inspiration, giving you a clearer sense of where the industry is heading and how you might stand out.
But remember, while it's important to observe what others are doing, there's a fine line between learning and copying. It’s easy to get caught up in trends and feel like you need to follow the crowd, but this can often distract you from discovering your own unique voice. In the social media world, trends come and go, but authenticity is what truly cuts through the noise.
A big challenge many brands face is figuring out how to balance relevance with originality. Yes, trends can give you visibility, but your real power lies in your ability to innovate and find your own voice. At OLIPOP, for example, we pushed boundaries by working with highly creative artists, photographers, and videographers to tell our brand story in a fresh way. We showcased our product, a healthy soda, in a nostalgic yet visually stunning way that set us apart from competitors. We knew what worked for us and stayed true to that, always focusing on what made us unique.
So, how do you find your own unique voice? Start by asking yourself this important question: "What unique aspect of my brand or story hasn’t fully been conveyed yet?" This is where the magic happens. Take out a notebook, put pen to paper, and just let your thoughts flow. Don’t hold back. Let your mind explore what you might have been avoiding or overlooking. What part of your brand deserves more attention? What makes your story truly stand out from the rest?
This process is a powerful way to break free from the limitations we sometimes impose on ourselves when we feel the need to fit into industry norms. Often, the best strategies come from innovation and originality. It's about pushing past the urge to replicate others and instead focusing on what you bring to the table that's fresh and different.
Take your time with this exercise, and don’t rush the process. By blending research with creativity and focusing on your unique voice, you’ll be able to craft a brand identity that resonates deeply with your audience and stands out in a crowded space. Stay curious, stay authentic, and let your research fuel your path to success.