Target audience on Instagram: how to define, find and attract it

The main advantage of the internet-marketing, as opposed to the traditional one, is about the ability to target your content towards the users who may be interested in it. But how does one find them?
Haven't time now?
By clicking on the button, you agree to the processing of personal data and agree with the privacy policy of Targetlike.
To make targeting on Instagram happen you have to take several time-consuming steps. Targetlike got your back on that, all you have to do is define your target audience — and get to work.
So, the target audience — is a group of people who are potentially interested in your product. Working with the target audience is more beneficial than working with the regular one since it guarantees a higher "lead to client conversion" percentage (where lead is a user who shows an interest in your business profile on social media). The target audience is the audience who is certainly has a need for your product.
Target audience analysis is crucial for developing a business on Instagram. How can you define it?
The target audience is defined by several common features:

  • Demographic — gender, age, nationality, marital status, profession;
  • Geographic — region of habitation, the efficiency of infrastructure, access to mass media, population density, climate;
  • Economic — profession, wages and purchasing ability
  • Psychographic — character traits, social group, values and behaviour.
All of these features will help you to make an image of an ideal "lead" which you will convert to a client.
Understanding the types of the target audience will help you arrange your marketing strategy and figure out the people you're dealing with.
Types of the target audience

  • Direct and indirect audience — the direct audience is interested in your product while the indirect audience initiates the purchase.

    For instance: recruiters of your company are interested in the new software for managing the candidates' information, while you, as a CEO, decide whether the purchase is beneficial, having studied all of its' pros and cons. In this case your recruiters are the direct audience and you — the indirect one;

  • Wide and narrow audience — in this case coffee lovers represent wide audience and those who are keen on americano or latte specifically — represent the narrow one;

  • Audience defined by the type of target group — in this case we have: individual clients (B2C) and business owners (B2B).
Where can you find the information on target audience?
There are several ways you can figure out the features of the target audience. The simplest of them is to ask using:

  • Surveys;
  • Interview;
  • Polling.
You can do that on social media, forums, blogs, or by directly talking to opinion leaders, who have the most impact on the audience.
Internet polling is efficient due to the great number of social media users, but the thing you need to keep in mind: your product's image will be highly affected by the opinions of users who speak it up, so you need to take it into account. But it doesn't mean that these people form the majority of opinions. Don't target your campaign only towards them, try to balance it out.
Another method of defining target audience is M. Sherrington's technique — it is also called 5W technique, consisting of 5 w-questions:

  • What — what the client wants to buy: type and features of a product;
  • Who — type of a client: his gender, age and other features;
  • Why — purchasing motivation of a client, his needs and preferences;
  • When — a time of purchase;
  • Where — a place of purchase.
Answers to these simple questions will provide you with the image of your client. Having that image you can:

  • Adjust your marketing campaign to respond to the client's needs;
  • Figure out the problem which a client has, and offer a solution with your product;
  • Study the benefits that clients get from using your product and make a unique offer for him;
  • Find out the way to motivate your client to purchase.
So you have your target audience defined and have an image of your client. Now it's time to get on Instagram and attract some followers (leads) in order to convert them into your clients!

You can attract the audience's attention to your Instagram account by following them, liking and commenting their posts. This way you can provoke a mutual reaction, increasing the number of your followers, as well as engagement rate (ER). Higher engagement rate makes you more noticeable for other Instagram users.
For all of those actions, targetlike provides automation features based on the parameters you choose. Just set the features of your target audience and Targetlike will follow them. You can learn more about the functionality of the service here.
After you have attracted the audience — you can start providing content for the followers to make them want to buy your product — so to convert to your clients. When working with content the key point is staying relevant and up-to-date with all of the new features introduced by Instagram. We wrote this piece on Instagram major development tendencies so you can stay on track and adjust your content-management accordingly.
By using all of the Instagram's features properly — from pictures to live streams — you can create more of interesting content, which will help you build the tight relationship with your current followers and attract the new ones.
Made on