Outsourcing your social media can feel like a relief, until a quiet worry creeps in:
Will anyone else understand my customers the way I do?
Whether you run a service-based business or sell physical products, your customer insight is one of your biggest assets. You know their questions, their hesitations, their motivations. The risk with outsourcing social media isn’t losing control, it’s losing that understanding.
The good news? There are clear signs that an agency does (or doesn’t) understand your customers and you can spot them early.
Start With Their Questions, Not Their Packages
Before any content is created, a good agency will want to understand your customers, not just your brand. That means asking detailed questions about who you sell to, why they buy, and what almost stops them from buying. If the onboarding process feels rushed or surface-level, that’s a red flag.
Check out 100 Pound Social’s onboarding process below:
Pay Attention to How They Research Your Audience
Client understanding doesn’t come from templates. It comes from listening. A strong agency will look beyond demographics and dig into real customer language: reviews, emails, testimonials, sales conversations and online communities. This is where tone, objections and emotional triggers live.
If an agency talks about “target audiences” but never mentions customer language, behaviour or pain points, they’re likely guessing.
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Watch How They Translate Insight Into Content
Understanding customers isn’t about collecting information, it’s about using it well. Content should sound like it was written for your customers, not at them. It should address common questions before they’re asked, reflect real-life situations, and use words your customers actually use.
If posts feel generic, overly polished or interchangeable with another business’s content, something is missing.
Look for Ongoing Curiosity
Customer understanding isn’t a one-off task. As your business evolves, so do your customers’ priorities. A good agency will review performance, notice patterns, and adjust content based on what’s resonating, not just stick to a pre-set plan.
Why Outsourcing Should Feel Personal
Outsourcing social media doesn’t mean handing over your customer insight, it means partnering with someone who knows how to uncover, respect and apply it. When that happens, content feels natural, engagement improves, and your audience feels understood, even if you didn’t write a single post yourself.
Whether you work with us or another agency, this is the standard you should expect. Because when your customers feel understood, everything else becomes easier.
Next Steps
Work with a social media agency that understands your customers.
At 100 Pound Social, we take the time to learn how your clients think, speak, and make decisions, so your content sounds like you, not a template.
→ Book a call to see how we turn real customer insight into content that connects and converts.
