Based on your research what social media platforms do you think they should target as it relates to your defined audiences (2), content and getting our message across for our specific campaign? Please justify your answer. (2 X 5 marks)
Primary Platforms for Audience A: Court Competitors (Youth Athletes & Families)
Based on the research which has been conducted, the social media platforms which would best reach our first audience, Audience A, would be Instagram and TikTok. The reason that Instagram and TikTok would be the most beneficial platforms for targeting Audience A is that we must consider who our audience is and what their interest and values are. To start to understand what platforms our audience will best target our audience, we first need to understand who our audience is.
Our Audience A consists of youth athletes who are aged 10-14. The reason that Instagram and TikTok are good options for platforms to use for targeting is that this age group of kids are constantly consuming digital content in short-form video formats. This means this age group greatly favours visual content which they can quickly consume. On these platforms, we can showcase different TikTok and Instagram Reels. These platforms are perfect for showing game highlights, athlete spotlights, motivational clips, and user-generated content. The reason that TikTok works well as a platform for targeting this age demographic is that the format is specifically designed to be short and catchy. It’s a platform which encourages creation and storytelling. These factors greatly resonate with our younger because, from research we conducted, we distinctly know that our youth audience spends a lot of their time on TikTok. Knowing this, we can use TikTok to engage with our audience by showcasing different basketball trends and their favourite athlete influencers. A portion of our audience, which we also need to account for, is the parents of these youth athletes. Knowing that our parents are ages 30 to 50 and knowing their interests and values, we can continue to utilize Instagram and TikTok as effective social media platforms to target Audience A.
The reason that these platforms work is that Instagram is a platform which can used to create compelling emotional stories and posts which will resonate with our older audience. We can utilize their children’s achievements in our social media posts to help better emotionally connect with our audience. The reason this works is because our parents in Audience A highly value their children’s growth and want to give them as many opportunities as possible. We can use Instagram to highlight events for parents to repost to their accounts. This helps us to engage with our audience and establish better connections with our audience. These platforms are beneficial for connecting and getting our message across to our audience because these platforms encourage their users to engage and create with each other. This is important in realizing that our campaign is dedicated to building attention and buzz for the local Detroit community basketball tournament. We want our audience to share the event, and these platforms are perfect for wanting our audience to engage with each other and share the related content.
1. Instagram
2. TikTok
Primary Platforms for Audience B: Community Champions (Local Advocates & Supporters)
Our Audience B is an audience which is greatly motivated by a strong sense of community. Audience B consists of community leaders, educators, nonprofit organizations, and local business owners between the ages of 30 and 60. From our research and the information we’ve been given, this group is passionate about supporting the youth and strengthening underserved communities. They are also deeply connected to their professional networks and rely on credible, mission-driven content to inform and inspire their decisions. Considering who our Audience B is, the most effective platforms we would use to target this audience would be Facebook and Twitter.
The reason that Facebook would be a beneficial social media platform to use to target our audience is that we know that our audience is older individuals aged 30 to 60. Knowing this, we know that many people in our target demographic, especially those involved in local schools, programs, and businesses, are still highly active on Facebook. The reason for this is that Facebook is a very community-focused platform. Knowing this allows us to use Facebook to share community-focused content in a personal way. We can use Facebook to post event announcements, behind-the-scenes photos, and updates from the tournament that show the real-life impact of our initiative. This is important to showcase because our audience wants to engage with content that aligns with their interest in highlighting the social impacts that our campaign has made. This works well for Audience B because they want to see how our work directly benefits families and local neighbourhoods. They are also more likely to engage with posts they can share within community groups or tag local schools and organizations.
Another important social media platform which we will make sure to include in our campaign to reach Audience B will be Twitter. Our Audience B uses Twitter to follow local events and join conversations about their community. Twitter is an app which is designed to allow our audience to receive real-time updates and social engagement. This platform is beneficial to our campaign and important because it allows us to quickly share important announcements we make. Twitter can also tag relevant partners and highlight news coverage around the campaign. This platform will help build momentum and show our audience that this campaign is part of a broader community conversation. Our audience will want to see that we are working for our community and hosting this event to better showcase community involvement and love among the community. Twitter gives us the ability to connect with audiences, organization planners, and anyone else who is already tuned in to our campaign. Our campaign is focused on strengthening Detroit communities through basketball, and these platforms will help us engage with community leaders and advocates who are ready to support and share the same mission and values.
1. X/Twitter
2. Facebook
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