It’s impossible to talk to everyone about everything, so you the first advice that anyone will give you before growing your social media account is this: find your niche. Clarity on who your target audience is and the topics you cover is so important – especially in this world of algorithms, where people are recommended content based on their interests.
But how can you find your niche? What if you’re interested in many different topics at once? Here are some ways in which I’d approach this:
1. Find a topic you can talk about forever
This can be anything: from music to fitness, from fashion to outer space. It should be a topic that inspires you and that you can find more and more information on – so that you never run out of things to say.
For example, the topic I can talk about forever is technology and women in tech. There’s no shortage of things to say because there are so many areas to explore and new developments come out at all times!
What’s the subject that you like to read about or watch documentaries on? Is there a topic that your family and friends avoid mentioning around you because they know you they’ll get a lecture on it? 😉
If it’s hard to identify straight away, start noticing what articles you take time to read. Ask your friends and family if they’ve noticed a pattern in the topics you’re interested in. And if you don’t think that you have something like that in your life yet, widen your horizons! Read on different subjects, listen to podcasts, watch documentaries, etc. Find the topic you’re so interested in that you won’t shut up about 😉
What is it for you? Let me know in the comments!
2. Think of the person you’d like to talk to about this topic
Who would you like to talk about this with? Are you hoping to educate people on the subject, inspire them or simply have a discussion? Think who your ideal target audience is, visualize that persona: what is their gender, their age, where do they live, are they a student or do they work? What is their mindset? Are they going through a certain experience in life? What are their interests? And what does their day to day look like?
To give you my example, my ideal target persona is an entrepreneurial young woman who is interested in technology, is passionate about women in tech and strives for personal and career growth. Can you visualise her already? 🙂
Aim to have one main persona to target as this will make everything much easier for you: from subtopics you talk about to the language you use.
3. Do some research: what are their needs?
Now that we’ve determined your ideal persona, it’s time to do some research with people who match that description! We want to find out what their interests are, how they consume and interact with content and anything else that might be helpful in your niche.
Try to do some interviews or surveys with people who match your persona criteria, asking people what would they like to learn more about. Basically, you want to find out how you can add value to them, what else are they interested in and what content formats are the best for them. You can also use this time to run sub-topics and your other interests by your interviewees. We will use this knowledge in the next step!
Once you’re done with the research, look for patterns in interests, behaviours and language – and summarize them. From now on we will use the summary as your persona’s information, you can even name this summarized person and associate a picture with them! That’s what a lot of good marketers do when working on a campaign so that they have a literal image of who they are talking to.
4. What else fits that under that umbrella-ella
Now that you’ve figured out the core topic for your social media presence, drawn out a persona and even did research with them, it’s time to see if all of your other interests and potential sub-topics can fit the landscape.
Write all of them down and compare that to what your summarized ideal persona. Would she be interested in these things? If yes, then how would you position them or talk about them?
To give you my example, my core topics are tech and women in tech. I’ve also added career and personal development because I’m interested in talking about those things – they fit pretty organically under my umbrella, right? Well, the other two topics that I’m super passionate about is entrepreneurship and travel, so I needed to fit them in somehow.
If you really think about my persona, she is very likely to have a side-hustle (and I’ve done research on that, over 75% of the respondents did have one). This means that I can add value by talking about resources and sub-topics related to side-hustles and will keep my persona interested. And for travel, I don’t know many women in tech who don’t like to travel – whether for holidays or for work. Bingo! I can talk about things that my persona would be interested in and share my personal experience and tips. In fact, I’m writing this post on an aeroplane, so I think I’ll do a post about being productive on an aeroplane! Brainstorm is so real right now haha 😉
However, try not to go over 6-7 subtopics in total. It can get overwhelming for you and your audience and may sway you from your core. And of course, listen to your audience! You might change and so can they, keep it a two-way conversation and refresh your research every now and again.
Voila! You have your niche, your target persona and your subtopics. What a productive day this has been 😉 Now it’s time to implement!
What did you come up with? Please share your ideal topic, persona and subtopics in the comments below!