Persona Creation
Imagine scrolling through TikTok one day and someone lands on your For You Page (FYP). He's playing the role of the Gen Xer, the Millennial, and the Gen Zer. The creator is a welcomed break amidst the chaos of the outside world. "Immediate follow!" you proclaim.
Who else might be watching his content? Is he trying to cater to a specific audience or does he transcend age groups?
You start stalk--, er, um, observing who is in his comments and who is following him. You start looking for patterns: ages, genders if claimed, ethnicity, etc.
The creator has many female followers of a similar age range (he is cute and funny after all), so you imagine a woman named Julie. She's 28, in grad school, and stressssssed. She turns to social media as an outlet from her constant work. She needs to laugh and she needs to laugh now!
You think of your neighbor and his lurker tendencies. He refuses to download TikTok ("It's a kids app"), but he always watches the creator's videos. He becomes a persona named Gene, a younger Gen Xer who has started wondering if he's that, "old guy."
Personas allow creators a glimpse into who may be watching them, for what reasons, and how they may be able to gain more of them. Personas allow for fictional situations to play out to better understand their needs as consumers.
Social Media Strategy
Usability.gov defines content strategy as:
"...the planning, creation, delivery, and governance of content."
This includes written and visual content. When it's time for a brand to create a new content strategy, they examine what is and is not working for them in the moment. Were some images better received than others? Are the posts' written messages resonating or are they falling flat?
In the case of Coffee Over Cardio, most of what they have done up to this point has worked. Now it's time to branch out and try different content creation on different platforms while not neglecting the engagement numbers of their well established Instagram presence.
A plan is awesome, but how does one know if it's working? You set SMART goals! Making a goal is always fun (think about how hype we are at New Year's!) but if it's incapable of being measured, or if it's not specific enough, success is difficult to determine.
Coffee is wonderful...coffee is life...and with passionate followers who need their fix, this brand will succeed at TikTok and create new promoters of their flavored coffees!
Call to Action
Working with an up-and-coming activewear company who has already accomplished so much can be challenging. What haven’t they done? A livestream fitness class on Twitch!
A quick brainstorm session took place to discuss taking on Pinterest, Snapchat, and Twitch. Pinterest and Snapchat will be similar in use to their already established platforms. Twitch, however, will be entirely new to the whole team.
The idea emerged to offer free, monthly fitness classes that would be all fitness levels friendly. Classes will be led by certified instructors, and anyone would be welcome to join from the comfort of their own homes as the company, including the founder and CEO, will stream live from their Twitch channel.
Twitch mockups were made using the brand’s color palette. A Twitch banner with workout accessories and illustrations were created. It contains neutral colors with pops of light pastels giving off the inviting vibe they want to establish. A Twitch overlay was also created to use during the stream. The same colors of the banner are reflected in the overlay which helps create brand recognition.
Mockups for Pinterest and Snapchat posts were created utilizing colors found in their collections. They all contain links to clothing, but they also contain links to the Twitch event. Why?
The Twitch event will offer chances to win prizes! Fitness should never be a chore. It should be fun and freeing and liberating. The Twitch streams will allow the brand to connect with people already familiar with them as well as people looking to have fun and be active. There will be no worries of judgement, no worries of germs, and no worries of feeling out of place. Everyone is invited once a month to relax with a new fitness adventure and a chance to interact with others virtually. And who doesn’t like the chance to win items at the same time?
