audience targeting

Determining Your Target Audience


Last week we had an awesome lunch and learn with THRSHLD, a full service marketing agency founded by Christan Duncan. The main focus of this learning opportunity was to dive into how to determine a target audience when developing a social advertising campaign. This process is not as simple as it seems because there are so many options and categories to choose from when building your ad. In order to create a successful social media advertisement you need to determine who you’re speaking to, when is the best time to speak to them and how to speak to them (what platform to use and what device to reach them on). The “who” is the first step and can be the most complicated, we’ve rounded up some categories to focus on when building your target audience:


The gender of your audience is a great first step in narrowing down a target audience. If you’re developing a campaign for a women’s sanitary product line, it only makes sense that the first step in your audience selection process would be target women. If you’re marketing a product that can appeal to both, it’s good to establish that as well so that you can create ads with a gender-neutral tone of voice.


The average age of your audience is another important factor to consider. Is this a product or service that will appeal to college students or housewives, or both? Narrowing down age demographics will help you gain an understanding of the needs of your audience as well as what problems you can solve for them.


When targeting an advertisement on social media, you can also specify your audience by where they are located. For example, if you’re marketing a laundry service that is only serving a particular city or area, then targeting this geographic location would be most advantageous to your campaign.


The “interests” category encompasses a large variety of ways you can target your audience. When creating a social media ad, you can narrow down your audience into categories such as favorite sports team, whether they drink alcohol, whether they like to travel and the list goes on. You can get super specific in this section to really narrow down the “perfect” customer for your business.


Once you’ve narrowed down who you are trying to reach with your advertisement, you need to know where to reach them. If you’re looking to get the attention of professionals or a business, LinkedIn might be a great avenue to pursue. If you want to attract a younger generation, they hang out on Snapchat and Instagram. The platform that you decide to run your advertisement on is very important when reaching your target audience.


With some advertisements, you can also specify what device to run the ad on. If the target audience is probably primarily using their mobile phone or tablet to surf their social media channels, then it’s best to target for those devices. Or if they will most likely be viewing your ad from a desktop at work, then it’s best to target them via a desktop ad.

Time of Day

After deciding the who and where, it’s time to determine when is the best time to reach your audience. If you’re signed up for a business account on Instagram, the insights section is a great starting place when determining the time of day that your users are most frequently scrolling through social media. Additionally, if you’re running an ad that has a call to action encouraging viewers to call your store, it doesn’t make sense to run that ad after business hours have closed. Timing is everything and determining the best time of day will help you reach the right people.

The biggest takeaway from our lunch and learn was the realization that developing an ad campaign is really just a matter of telling a story. You need to know who is listening and then curate that story to suit their preferences and needs. If you’re interested in starting an ad campaign for your business, be sure to check out our services to learn how we can support your growth and presence on social media.

Story By: Sophie Duncan

Leveraging Facebook Ads for Your Business

Leveraging Facebook Ads for Your Business

Knowing that there are over two billion users on Facebook and that organic reach is sparse, most people and businesses have accepted the fact that Facebook Ads can be extremely powerful. 
So, hopefully, you are already taking advantage of Facebook ads since they can have a huge impact for your brand.  

How Storytelling Can Impact Your Brand

How Storytelling Can Impact Your Brand

Storytelling has been part of society in social and cultural contexts for centuries. Sharing stories is part of everyone’s day to day lives whether it be for educational or entertainment purposes. We are social beings and we typically enjoy sharing or at least listening to other’s stories. That is the exact reason why you should be actively sharing your brand’s story to your target audience.

The Biggest Challenge of Social Media Advertising and How to Overcome It

The Biggest Challenge of Social Media Advertising and How to Overcome It

Despite rapidly growing budgets, social media advertisers today still face the challenge of making people pay attention to their ads and go through with a purchase when shopping isn’t on their radar. These tips will help take your social media ads to the next level and leverage all those witty captions into actual sales.

5 Quick Steps to Crafting Better Captions

5 Quick Steps to Crafting Better Captions

It’s no secret that social media is a visual business. As companies up the ante on visualization, stylized photography is almost a necessity to keep customers engaged with your brand. However, that doesn’t mean the little caption box below your beautiful photos should be ignored!

Reach New Audiences on Facebook: The Power of People Who Like Your Page and Their Friends

Reach New Audiences on Facebook: The Power of People Who Like Your Page and Their Friends

Want to reach a new audience that is more likely to engage with your business and make purchases? “People who like your page and their friends” is a frequently overlooked way to reach new audiences on Facebook.