- 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)
Before choosing which social media platforms suit best for our audiences, we need to position the WIZPR AI ring to align with the strengths of the platform and the audience selected. The focus is that WIZPR has no identity published, meaning we need to establish the presence through the authority of social media platforms, showcasing what this product’s features are and which pain points this solves for each audience.
Social Media Platform: Instagram
Primary Audience: (Travel Professionals)
We believe that WIZPR should target Instagram as their preferred social media platform for our primary audience.
The reasoning behind the choice of this social media platform is that Instagram was originally created to post pictures, turning into portfolios for users to view. For travel professionals, this is a great way to take advantage of the portfolio designed platform. They value cultural exploration, safety, and reliability. The segment being (ages 24-38 years old), view Instagram as a place for discovery in destinations and lifestyles from various creators.
WIZPR’s AI Ring has yet to be discovered worldwide, which is why we believe Instagram reels are the key to our showcase and discoverability. We are aware that travel professionals are constantly relying on the use of communication and navigation barriers. Through reels, we can showcase WIZPR’s discoverability features such as GPS, and AI translations being used in action at a certain destination, to help solve pain points for our audience.
Referring back to Instagram being used as a portfolio platform, travel professionals would prefer that the WIZPR AI ring is aesthetically stylish while being performative, when posting on social media. A popular tech gadget such as the Apple Watch, visually looks bulky and more tech savvy, rather than stylish like a standard ring. In this case, the WIZPER AI ring is both stylish and performs at a high level like an Apple Watch gadget.
Utilizing travel-related hashtags and partnering with travel-creators for sponsorships, this can increase the visibility of the WIZPR product to fall on Instagram feeds from our selected audience and their similar pain points such as convenience when traveling.
Social Media Platform: Facebook
Secondary Audience: (Value-based consumers)
We believe that WIZPR should target Facebook as their preferred social media platform for our secondary audience.
Value-based consumers are a non-tech savvy, brand-loyal, and family-orientated audience with their segment being (ages 32-55 years old). Facebook will provide the benefit of purchasing the product, earning the trust from the audience as they only care about the end results and how this product will help them with their kids, save time, etc. Facebook’s audiences are used primarily for family-based values through groups, where different families help each other out with tips and tricks for workability.
This audience falls under the late majority of buyers as they don’t purchase products because it looks cool but rather they are recommended through Facebook groups targeted towards a community of those with a family. As we know, WIZPR has no presence in the technology industry, so we can change that by posting in “family community” or “parenting” groups on Facebook. Posts that come from these communities come from individuals promoting the benefit of the product and not the technical specifications, which aligns perfectly for this audience.
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