- 1. Target audience definition
- 2. Why is the target audience important to influencer marketing?
- 3. Building a relevant target audience
- 4. Knowing your marketing target audience
- 5. Best practices
Table of contents
Target audience definition
For those of you that are new to digital marketing terms, an influencer target audience is the specific group of people or demographic segment that you target to receive your message, content, or advertising. In the realm of influencer marketing, a target audience might include your Instagram followers, YouTube subscribers, Twitter followers, Facebook friends, website traffic, or any other audience or group that has access to your posts, videos, advertising, and other content. An influencer target audience can represent both the audience you have direct access to and a yet unattained audience that you have intent to target.
Why is the target audience important to influencer marketing?
As any influencer management executive will tell you, the influencer target audience is arguably the most important component to becoming a successful influencer and achieving a steady ROI. Target audiences are extremely varied and dynamic, with sheer audience size hardly being an indicator of the audience's quality or ability to turn a profit for an influencer.
A high-quality target audience will typically be a market segment that has a strong interest and desire in receiving an influencer's message or content. A poor target audience is usually one where a majority of the audience is either not particularly interested in the influencer's content and message or is only receiving such content by way of unscrupulous marketing techniques such as email and text spam, black hat SEO, robocalls, and other unsolicited advertising means. Bad target audience group will significantly reduce the effectiveness of the influencer marketing campaign and waste your marketing budget.
Building a relevant target audience
The foundation of successful influencer marketing is possessing a relevant target audience. For example, if your Instagram account only posts photos and content about hunting and game recipes, then obviously you wouldn't want a target audience comprised mostly of vegans and animal rights activists. The two sides to a poorly constructed target audience are either a large percentage of your audience will ignore your content and you'll see a steady decline across all metrics, or you'll aggravate or offend a large portion of your poorly targeted audience and receive a large negative engagement rate for your content.
Influencer management platforms can assist marketers to build a relevant target audience. This is done by analyzing influencer's profile, building groups of audience based on their overall quality grade that is largely comprised of individuals that are actually interested in the content or message that you're publishing. If your influencer brand is about mountain climbing, then mountain climbers are likely to be the most relevant target audience for your content and message. An audience that is interested in the content that is being provided and is positively engaging with such content is likely to produce steady and long-lasting ROI and influencer brand growth.
Knowing your marketing target audience
One of the most important aspects of influencer marketing is knowing the target audience. Through software tools, any influencer can meticulously analyze fundamental audience metrics. These metrics typically track the user's optimal engagement times, interests, demographics, click-through rate (CTR), content engagement, referral origin, and more. It is wise to know as much about your target audience as possible, as this will give you a much better understanding of what these users are interested in terms of content and advertising media. Not knowing much about your target audience makes it almost impossible to predict an ROI on any given marketing campaign. It also makes it difficult to know what content to serve to such an audience, as you're essentially operating in the dark.
Above and beyond analyzing complex metrics data, one of the easiest philosophies to understanding your target audience is by simply putting yourself in their shoes. Marketers should ask themselves these following questions:
- Is the content that you're offering them something that you yourself would find interesting or of value?
- Are the ad campaigns that you're running attractive and intriguing, or are they annoying and crudely commercial?
If you would be offended, less than impressed, annoyed, or otherwise disinterested in what you yourself are offering your audience, then why would anyone else be interested. Thus as a golden rule, always aim to provide content and advertising that you or the people you know would find interesting, of value, and compelling to engage with. If you treat your target audience as you would treat yourself then it is really hard to go wrong.