Here's how you can tailor your social media content strategy to fit your audience's evolving preferences.

Gather data on who follows you and how they interact with your content. Analyze metrics such as engagement rates, click-throughs, and demographics using social media analytics tools. This data will reveal patterns in behavior and preferences, allowing you to craft content that resonates. Remember, it's not just about who your audience is, but how they behave online. Pay attention to the times they're active and the types of posts they respond to most.

A lot of times, we create content for audiences and forget that they already have a baseline, if not sophisticated, knowledge in the space. For example, if creating content for a cybersecurity audience, you don't want to explain the cybersecurity topic in a general sense, but focus on specific topics that are interesting to your audience. By using this level of focus, you will be able to stay present with what is valuable to your audience and not get lost in general, and bland content.

Your data holds the key to what your audience: -Is searching for digitally -Is engaging with -Likes and dislikes - Is conversing about Why not use it to inform your approach to social? Use tools like Google analytics, Sprout, and social platform insights to collect and analyze the data. Develop a content strategy that aligns with identified patterns of behavior, ensuring your activations are relevant and engaging. Focus on prioritizing actionable insights, like posting times, content formats your audience responds well to, and adding value to your community. You can't fail if you tailor your social media strategy and content to fit your ICP's needs and preferences.

Review your past content to identify what worked and what didn't. Look for trends in high-performing posts – was it the format, the topic, or perhaps the tone that captured your audience's attention? Use these insights to refine your future content. Avoid repeating strategies that didn't yield results, but don't be afraid to rework them with a fresh perspective.

I love to browse TikTok for emerging trends and discuss them in my team meeting each week to see if we can come up with any relevant links to our agency! Often trends are a bit slower to come through on Instagram Reels so thinking about a trend as soon as it pops up on TikTok can help us stay current.

Incorporating trend monitoring into your social media strategy is essential. This involves actively listening to social conversations, analyzing competitor content, and utilizing social listening tools to identify emerging trends and topics relevant to your audience. By tailoring your content strategy to align with these trends, you can ensure your brand remains fresh, relevant, and engaging for your target audience.

This also depends a lot on the platform as well and what you're using the platform for. Take IG, for example. Daily I make sure I'm posting a reel with a trending audio. And then I'll maybe do 1-2 photographs I've taken that I really like and want to have. I like a mix of photos and videos, because sometimes the same songs on repeat over and over again just get to be so boring.