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How to Captivate An Audience Through Social Media

Matt Peters
January 10, 2019

Framing the Issue: 

Social media is all about the content that is put out. With multiple social media platforms and thousands of pieces of content out there, the issue of capturing the attention of your audience is centered around not getting lost in the sea of content available to people. 

Learn About Engagement Here

This issue can be broken down into a few key parts that need to be overcome in order to best captivate your social media audience.

It starts with a brand's social media strategy. The visual aspect of your content strategy is a big part of how you interact with your audience on social media channels. If you aren't creating the best images, photos, or illustrations from the very start, it’s hard to get people to pay attention to your posts. 


The next part is putting together social media posts. Different social media platforms cater to different kinds of posts. Putting together the best combination of key topics, photos, and text is a time-consuming process that can easily be done poorly.

Even if you create the best piece of content from the photo development all the way to the perfect hashtag, it won’t matter if no-one sees it. Figuring out the best time to post, on which platform, and how often to make sure it shows up on your audiences news feed is the final piece. 

Have an Informed Content Strategy: 

Content strategy is the guide surrounding content creation. In order to use the best visuals possible in your posts, you need to create and have access to the best visuals. This involves not only analyzing what works best from your own past content, but analyzing how your competitors are reaching audience segments that maybe you are not aware of, and knowing what kind of content is performing best at an industry wide level. 

Learn More About Using AI for Content Strategy

The trends that exist on an industry wide level can be an informative place to start when creating a content strategy.

For example, if you are in the ski tourism industry and you know that people really like, engage with, and share pictures of pine trees and freshly groomed trails, but really don't engage with pictures of families skiing, then you know to take more photos of the subjects that work well and fill your photo library accordingly. 

There are thousands of features within a single image. This includes what objects make up an image but also the color palette and compositional elements. AI provides insights into what a marketing strategy for different social platforms should consist of to improve media presence. The accessibility of digital media means that there is a lot of data that a machine can access. 

After pulling the content from thousands of sources, as well as the performance data, an AI system then uses machine learning to find the specific image elements in content that cause it to perform better and provide social media tips from what it finds. 


Optimize Your Posts for Each Social Network:

Once you have a database of visuals that generally your audience can connect with, the next step is putting together the best posts. A post consists of picking the optimal image elements, colors, keywords, hashtags, and even the best emoji to use. 

Each one of these elements can affect an individual post either positively or negatively. It’s important that a brand selects all of the best performing elements and puts them together in the right way to create an optimal piece of content. 

Artificial intelligence can be a useful tool in putting together the ideal post. By tracking the collective data from a brand’s socials, their competitors and the industry, AI can analyze each of these elements as separate elements and identify the best performing ones. It can then provide social media tips based on what social media platform a user is on. 

Automation: When, Where, and How Much to Spend: 

The final piece of the puzzle is figuring out how to best reach your audience with your content. 

There are a few things that come into play when looking at how a target audience behaves on different social media platforms. You need to take into consideration when and how often your audience is on social platforms. You also need to consider the different segments of your target audience.

It is entirely possible that different segments of your target audience will behave differently on different social media channels. 

They could use the platforms at difference times, for different things, and want different content. In order to optimize your content for engagement properly you need to understand which segment you reach at what time, and how the content they engage with differs from other segments of your target audience. Figuring all this out requires quite a bit of strategy. 

Cortex AI uses a brand’s audience engagement data to find out the perfect time to post their content so that it will be seen by the highest percentage of a brand’s target audience possible. 

In addition to providing information on the optimal number of posts per social media channel, it also provides the best time of day and optimal amount of money to spend on promotion to receive the highest return on investment. All of this is conveyed in a user-friendly social calendar where all a user needs to do is approve of posts.  

Put AI to Work for You

To Sum Up: 

Engaging with your target audience is not a single step process. In order to really captivate the attention of your social media audience it requires a stellar overall content strategy, optimizing individual posts, and posting them when and where your audience will see them. Artificial Intelligence can play a role in each of these individual processes to captivate a brand’s audience in the best way possible. 

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