First of all, it is important to clarify that by target, we are referring to a company’s target audience, or potential audience. This is a group of people who, due to their qualities and characteristics, have a high probability or potential to become a consumer of your product or service in the future.
Social networks have made it possible for the advertising world to obtain more precise results through segmentation. That is, the opportunity they offer to delimit a group of people according to detailed characteristics, and show tailored content and ads to very specific audiences.
Most of the platforms on which paid advertising can be carried out offer a set of segmentation options for creating custom audiences:
As we get deeper into the program we will look further into audience creation — but at this point, the important thing to know is that it is extremely important to contemplate, research, and define that profile well, asking yourself questions such as: Who am I trying to reach and why? What makes this audience a good choice for my product or service? How can I adapt my messages effectively to capture the attention of this audience?
These questions will help you get to know your audience better and create a much clearer strategy. And in the process, you’ll discover valuable insights that will lead to more successful campaigns in the future.
There are also other more specific ways to segment, that require prior information:
One of the main advantages of social networks that enable all this and more is that they generate a huge amount of data about your customers in real time. If you are monitoring daily active participation and listening to what is being said on social networks, you can gather relevant information about your customers and use it to make better business decisions.