On a platform with one billion active users, you could think that any brand would find its ideal followers in a simple and fast way. We well know that this is not the case.
Every day there are more users on Instagram, but more and more brand profiles are also emerging. During the launch of IG TV , Instagram announced that there are currently 200 million business profiles . Of those 200 million, 30 million are classified as business profiles. This translates to millions of accounts creating content for your profile and following thousands upon thousands of people with the intention of having them follow them back and buy your products.
This content saturation has resulted in users being much more selective when it comes to following brand accounts on Instagram, while brands are finding it increasingly difficult to get followers, likes, comments and, of course , sales.
The key for your brand account to reach just that ideal follower is to create content that is attractive to him, so that when he stumbles on your Instagram, he has no choice but to follow you and interact with your publications.
But how do you know who your ideal follower is to be able to generate content that brings them and makes them fall in love? Creating the buyer person of your brand.
A buyer persona is the creation of an archetype of the brand's ideal customer.
Based on research and analysis of specific data, you can establish those characteristics common to certain archetypes and establish that ideal client.
To begin, determine the demographics of that ideal customer: where they are located, their gender, their age, their income, their social class and any other data of interest.
However, this data alone does not tell you anything about your target audience. You need other information, which for us is more relevant than demographic: your interests and online habits.
It is at this point where you will ask yourself the really important questions such as:
Suppose you are a tattoo studio and you are interested in attacking an audience that is in Buenos Aires, in an age range of 25 to 45 years, who are professionals and who earn more than the minimum wage. In the age of radio and television, this was how audiences were segmented. In the end, an advertising piece was created for "everyone" and fingers crossed that one of the viewers or listeners saw the commercial and bought the product or service.
However, not all people with that demographic are interested in tattoos. That's where online habits and interests come into play.
In this example, we could say that, in addition to demographics, the brand is targeting an audience interested in tattoos. So we ask ourselves another question: do all people who like tattoos behave in the same way? The answer, of course, is no.