The wealth of social media channels on which to market your brand in today’s hyper-plugged-in world can make it tempting to cast a wide net with your media dollars. But it’s important to keep your goals and your audience front and center. Knowing who your audience is and what action you want them to take is key to getting the most bang for your marketing buck. If your homebuying demographic simply isn’t on TikTok, for example, then they’re not going to see your message no matter how many dollars you spend on a well-crafted ad.
Here are several points to consider when determining which social channels to target so you reach the right audience, in the right place, with the right message.
You’re targeting a millennial buyer
Did you know that millennials account for 37% of the national homebuyer market? Most of those represent first-time buyers who are more likely to take advantage of technology innovations like virtual tours and e-closings to buy homes. This means they’re also more savvy with the latest and greatest social platforms like TikTok. TikTok prides itself on being a community of creators who empower and promote authenticity; their mantra when it comes to advertising is “Don’t Make Ads, Make TikToks.” So, if you’re considering leveraging your brand on TikTok, be sure you’re familiar with the platform’s trends so you’re speaking to your audience using their language in a way that feels organic and respects the aesthetics of the space.
GAP took advantage of a creator’s post touting their vintage brown hoodie that went viral, so they partnered with TikTok for the “GAP Hoodie Color Comeback” campaign, which let users vote on GAP’s next official hoodie color. By using the platform authentically, their product became a huge sensation and they won instant fans (and buyers). The most important thing to keep in mind with TikTok is that you are organically engaging with users so they feel they are part of the creation process, whether that’s an interactive virtual home tour or voting on a favorite home feature. You can also engage with users on Instagram Reels and Stories in a similar way.
You’re targeting an older audience
Is a large part of your homebuying audience from an older generation? The best social channel by far to reach them on is Facebook. In fact, 72% of 50- to 64-year-olds use Facebook, and their time on it is spent frequently sharing articles, videos and photos related to their interests. Therefore, paid ads and organic posts full of informative messaging about your business with a clear call-to-action might be the best approach to take to reach them.
While Facebook is predominately where they spend their time, don’t rule out YouTube or Instagram completely. Many seniors peruse Instagram to view pictures and videos of their kids and grandkids, and YouTube ranks #2 in the world for global and domestic web traffic. If your offerings include video content like virtual tours or testimonials, take a look at whether a small media buy on Instagram or YouTube would be a smart investment to get more eyes on your brand. Then, be sure to monitor the results — is the buy driving the results you want? Don’t be afraid to make strategic adjustments based on what’s earning the most click-throughs and conversions.
Keep affordability top of mind
Let’s face it — the housing market has been on fire for a while now, and it seems that trend is here to stay. Owners of single-family homes might be looking for nontraditional options in master-planned communities like duplexes or townhomes they feel would be easier and more affordable to get into. And, first-time homebuyers may not be the family you’d expect — they might be single or a young couple with no kids and want less square footage or yard. Since your audience and their needs might have shifted, consider the platforms they might be using — are they building vision boards on Pinterest? Or scrolling Instagram for pics and Stories of their friends’ homes? Once you know who exactly your audience is and what they want, you can adjust your social media buy accordingly to find them where they’re at.
Targeting the right audience with the right content on social platforms can pay dividends for your brand. Not only will you get more eyes on your message, you’ll also be perceived as more relevant and savvier to their homebuying needs. Monitor your results and stay ready to nimbly pivot based on whether it’s driving the success you want to see and be mindful of how often you’re running your ad — a little goes a long way, after all. Advertising on social channels can be powerful when you’ve got a smart, well-considered strategy in place.
If you need help determining which social platforms are strategically right for your brand, let’s chat! Reach out to Barbara at barbara@wickmarketing.com or (512) 479-9834.
