September 30, 2024
If you think you know your audience, think again. Social media audiences are evolving faster than you can say “algorithm change,” and relying on generic customer profiles just won’t cut it anymore. That’s where synthetic personas could come into play. Now, before you roll your eyes at another “silver bullet” marketing solution, hear me out. I’m not here to sell you a dream. Synthetic personas can be powerful, but let’s be pragmatic – they’re not a guaranteed success and in fact may just be a fantasy.
What are synthetic personas anyway?
Let’s start with the basics. Synthetic personas are advanced, data-rich profiles created using a blend of real-world data and ai-driven insights. Unlike traditional personas that might rely on basic demographic info and a lot of guesswork, synthetic personas are built using actual behavioural data, psychographics, and even predictive analytics. They’re like having a crystal ball – or at least a really educated guess – about who your audience might be and how they’ll act in different scenarios.
But, and it’s a big ‘but,’ synthetic personas are only as good as the data you put in. If your data is shallow, outdated, or just plain wrong, your personas will be too. So, it’s crucial to approach this with a healthy dose of realism. They can give you a sharper edge, but they won’t magically fix a flawed strategy.
Why you might need synthetic personas for social
Algorithms favour content that resonates deeply with niche audiences, so generic messaging won’t fly anymore. Synthetic personas can help by providing a detailed understanding of the micro-segments within your broader audience. That way, you can craft hyper-targeted content that feels personal.
According to a recent study by salesforce, 66% of customers expect companies to understand their unique needs. Great, right? But remember, expectations don’t always translate to action. You can build the most detailed persona and still find that your content falls flat because people are fickle. Just because it should work doesn’t mean it always will – especially in the fast-moving world of social.
Building synthetic personas: it’s all in the data
Now, let’s get practical. Building synthetic personas requires more than just filling out a template with age, job title, and a quirky hobby. You need to dig into real-world data and let that information shape a realistic, actionable persona. But keep in mind, it’s not foolproof. Data can only tell you so much. There will always be those outliers and unpredictable elements that throw your perfect plan into chaos.
Its why I am using a mix of GWI data and Brandwatch listening to get as close as I can to a rounded persona. At least so we can test and learn and see if this might allow us to be relevant at scale!
Here’s what I’ve learnt so far…
Step 1: Gather behavioural data
Start by analysing your audience’s behaviour on social platforms. Look at engagement metrics, content preferences, and purchasing patterns. Use tools like social listening platforms to capture their sentiment around your brand and industry.
But, here’s a caveat: data has its limits. Trends can shift, customer behaviour can change overnight, and sometimes what works on paper doesn’t translate to real-world results. So, go in knowing that your personas, however well-crafted, are based on a snapshot in time.
Step 2: segment & build personas
Once you’ve gathered the data, identify key segments. Maybe you notice that a particular subset of your audience engages heavily with how-to videos on Instagram, while another prefers in-depth articles shared on LinkedIn.
But again, it’s a snapshot. Synthetic personas give you a detailed look at a particular moment, not a guarantee of future behaviour.
Step 3: add depth to your personas
This is where synthetic personas go beyond the standard. Incorporate elements like motivations, frustrations, preferred content formats, and even hypothetical scenarios. This step isn’t about creating a fictional character; it’s about reflecting your real audience’s needs and predicting how they’ll interact with your brand.
However, remember personas are predictive, not prophetic. You can guess, and you can use all the data in the world, but some campaigns will still miss the mark. That’s the reality of social media marketing.
Using synthetic personas to shape your social strategy (but don’t rely on them completely)
Alright, so you’ve built out these detailed personas. What’s next? It’s time to use them as a blueprint – not a gospel – for your social strategy.
1. Craft personalised content
With synthetic personas, you can create content that resonates with each audience segment. Suppose your persona “tech-savvy Tim” prefers in-depth LinkedIn articles. In that case, you can focus on creating thought leadership pieces packed with industry insights. Meanwhile, “style-obsessed Steve” might be more into visually stunning Instagram reels showcasing product use-cases.
However, be prepared for the unexpected. That’s why it’s critical to test, iterate, and remain flexible.
2. Optimise ad targeting
Synthetic personas can guide your targeting by pinpointing who’s likely to engage and convert. You can then create custom audiences on platforms like Facebook or LinkedIn, refining your targeting.
Personas give you a starting point, not a guarantee. A certainty though, is you need Paid Media to get the ball rolling on your content performance. Whilst organic content success is not impossible, it is akin to pushing water uphill. Even a modest budget can unlock a waterfall of success.
3. Create scenario-based campaigns
Use your synthetic personas to map out hypothetical scenarios and design campaigns around them. Develop campaigns tailored to specific pain points, interests, and behaviours you’ve identified.
Evolving your personas
Synthetic personas aren’t static; they evolve. Regularly update them with new data insights. But let’s be pragmatic: even with updates, personas are not infallible. They’ll give you direction but won’t eliminate risk or uncertainty.
Final thoughts in my experiments so far
The magic of synthetic personas is that they make your social media marketing feel genuinely personal. They can steer you in the right direction, give you insight, and help you tailor your strategy, but they can’t guarantee success. Social marketing is complex, and people are unpredictable. Got a question about synthetic personas or want to chat about how to integrate them into your strategy? Fancy trialing this with me? Drop us an email or a DM