Target population in a campaign
The population includes all the individuals involved in your target audience. The community of interest is the target population that is intended to be studied. Research often selects a sample from the people of the study, which is included in the study. The objective of the study is to generalize the findings of the study from the sample selected to the population of interest. Our target population is are social media using individuals, which is a vast population. Having the issue of alcohol use among the majority of the people led to me using the purposive sampling method to select the group to investigate. This sampling strategy allowed me to choose the individuals who would participate. This is because a significant percentage of the population uses alcohol, and we would end up selecting drunk respondents if using other criteria.
In this study, the social media that works best for me is Instagram. Instagram is the most popular social media platform for college and university students in America. It has a total of more than 200 million users currently, which makes it ideal for my research study. Following research by pew researchers among all internet users, 13% also use Instagram, and individuals who show real interest towards Instagram are aged 18-29. Considering my target population ranges from 18 to 24 years, I prefer using Instagram because a majority of the people have Instagram accounts, making it useful for my study. Young people prefer Instagram due to its visual-based strategy, where people get to share photos and videos. Also, I went for Instagram because of its effectiveness in a social media campaign; Companies are going for Instagram for their campaign solution. With the new technologies, most people are on social media; therefore, companies have shifted their marketing techniques to use social media since that’s where most people are. Currently, a majority of top brands, if not all, are using Instagram to promote their products; therefore, using Instagram will offer a vast richness of information.
We preferred the evidence-based program since it gives the accurate results of the population in the study; this is because the program is tested and shows its effectiveness. This study will use Hashtag for the campaign. Will use a one minute video that will feature Instagram users who will showcase their struggles and experiences with drinking and driving. Instagram is Hashtag driven; therefore, it is a great way to connect with the target audience. We also use Instagram ads to create awareness of products to measure its effectiveness. Ads attract people, making them visit the website of the products and services advertised, therefore encouraging them to purchase. Using the Instagram hashtag and advertisements are useful since they have an algorithm of finding similar audiences who respond to the ads. The hashtags and ads contained photos and videos of real people who are more convincing to the audience being targeted for the research. This evidence-based study engaged the sample of people chosen for the study who would, in turn, attract people with the same characteristics.
When using a social media campaign, it’s essential to determine the best ways to structure the message to ensure it captures the targeted audience. A compelling message also helps position them in the brand scalability and significant wins. In this research, I will use the pathos type of message to create awareness and associate the business with positivity. To come up with a powerful message, one should include the following components. The message is straight to the point; the news takes the viewpoint of the audience. Also, the message we used had familiar and straightforward language, which people could understand. The message was informal rather than being formal, which is not appealing to the customers. Also, they will use unique and authentic words, and lastly, the message should be complete as they don’t require further explanation of the message.
Measuring and monitoring the success of the campaign is essential to focus on the goals of the research and to determine if it’s working. In this case, I will be using the number of likes and the follower’s growth. On Instagram, whether your account is growing and the following as well is essential. The more the followers’ i attracts means, the more impact is being made on the target population. Losing fans means that the posts are being posted is a turn off to the audience or the Hashtag being used that do not align with the brand. Also, one can measure the rate of engagement of the audience by monitoring the likes on your posts and hashtags. The more the likes on your pages and post the better the engagement with people. Also, the comments that people write on your post are essential as they show how people like or dislike your products and services. It’s a platform where people get to write on their opinions about whatever you have posted. The more positive the comments are the better for you. This study will monitor the likes, comments, and following rate on our posts and Hashtag.