Do You Really Know Your Target Audience?
This one’s for businesses, content creators, influencers—pretty much anyone trying to build a brand or platform. The big question is: do you know who your audience is? And even more importantly—can you relate to them? Because if you don’t know who you’re talking to, your message is going to fall flat.
Knowing your target audience helps you tailor your message, create content that resonates, and most importantly, get it in front of the right people. So, how do we go about defining that audience?
Stalk Your Audience (not really, but also kind of?)
Not like Joe Goldberg from You levels of stalking. What we mean is understanding who your audience really is. Ask yourself the basics:
How old are they?
Where do they work?
What do they do for fun?
What are their life goals?
The more specific you get, the better. You want to really step into their shoes and think about their wants, needs, and daily lives. What are they scrolling through on their phones at 2am? Are they stressing about work or dreaming of Bali? Do they live for their 9-to-5, or are they side-hustling to escape it?
Let me give you two real-world examples…
Example 01: Visionaerie Journals
Image: Instagram | @visionaerie.planners
If you’ve ever scrolled through Visionaerie’s website or socials, you know exactly who their target audience is: IT girls (or wannabe IT girls, like us). These are young women in their 20s and 30s with big dreams and a deep desire to get their lives together. They (we) love a good vision board and believe wholeheartedly in manifesting the dream life—complete with mood lighting, matcha lattes, and a stress-free aesthetic vibe.
Everything from their soft pastel colour palette to their curated content speaks directly to this audience. Visionaerie understands their audience’s lifestyle, aspirations, and Pinterest boards, which makes their messaging so much more effective.
Example 02: Marshall Amplifiers
Image: Instagram | @marshallamps
Now, let’s switch gears to a brand like Marshall, the legendary maker of amplifiers and speakers. Their brand vibe? Totally different. Marshall’s socials and website scream music boyfriend energy (that’s a Dinner in America reference if you’re not chronically online like us). They appeal to a much wider demographic—teens buying their first electric guitar all the way to your best friend's retired dad who keeps bees during the week and plays rock music with his mates on Sundays.
Because Marshall’s audience is so broad, they benefit from creating multiple customer profiles. This is where you get to have a little fun. Fan fic that sh*t. Make a customer profile for your best friends bee-keeping dad, and another for your younger sister whose one life goal is to shred bass guitar for The Last Dinner Party.
Image: Film | ‘Dinner in America’
Get super specific and create personas for different audience segments. These profiles will help ensure that your brand’s messaging is talking to each group in a way that resonates with their unique lifestyles.
Customer Profiles Are Your New Bestie
Customer profiles (or personas) help you humanise your audience. They let you see your potential customers not as data points but as real people with hobbies, struggles, and dreams. The more detailed and specific you get, the more your brand can speak directly to their wants and needs.
And here’s the thing—your brand doesn’t need to speak to everyone. In fact, trying to appeal to everyone often means appealing to no one. Focus on the right people, and craft your messaging around them.
At the end of the day, defining your audience isn’t just a one-time task—it’s an ongoing process. As your brand grows and evolves, so will your understanding of who you’re speaking to. And remember, being specific about your audience allows your brand to connect on a deeper level. Don’t be afraid to niche down and get personal with your customer profiles—it’s how you’ll make sure your message doesn’t just land, but hits home.