Before I get into who my target audience is, I should first explain what it is I’m trying to get out to them. I am a comic artist and I post daily strips that give vignettes of the life of a modern farmer or rural person. Every day I try to post something I’ve experienced that was humorous in the hopes that it will bring other people joy too. Strips about doing chores, working with family, strips about the culture, about my childhood and strips about city life compared directly to country life.
The immediate audience that comes to mind for such content is automatically farmers. My strips are relatable for them so it must be for them. I came to the conclusion early on that due to many factors that might not be the case.
Farmers make a very small portion of the online community, most opting not to use it at all. It is a niche, but it’s almost too much of a niche to become anything profitable. When they are on social media, farmers are inclined to use Twitter or Facebook and use those platforms to get the news or stay updated with friends. They don’t tend to use Instagram because that doesn’t serve either of those purposes, and Instagram happens to be the best platform for my type of content.
Farmers are very supportive, friendly, and want members of the community to succeed. They can appreciate what I do and offer words of support but, that is essentially where it ends. These are people who have all their finances tied up in the work and don’t have a penny to stretch for something that isn’t practical. Supporting an artist via Patreon or KoFi would be something completely foreign to them and not justifiable in their minds.
My actual target audience is young and mostly urban audience. My brand of humour speaks more to the younger generations who just want to be entertained and experience things. I create the strips so that any young person could find something to relate to in it, but it’s still highly farm or country focused. This way, my audience can see that we are all the same in the end, despite backgrounds being so different. For example, my country versus city strips call out in particular are differences and makes a joke of it, but in the end those two people are best friends.
The goal of my business is to highlight farming and farm culture through my visual storytelling. I believe the best way to do that in a successful way is to tell the stories to people who don’t already know it. I want to connect with those people and share with them the story of agriculture in a language they are familiar and comfortable with, that doesn’t teach at them but rather laughs with them. Millennials and Generation Z’s also seem to be more open to supporting artists than other generations. If they like your work and your personality they are more likely to subscribe to a Patreon or buy a piece of your work. I’m not necessarily saying farmers wouldn’t do that, but from a business perspective I have to go with the more likely bet.
Long story short, my audience is the young, urban, Canadians of today. The people living through their social media platforms and giving what they can to support people they appreciate. In doing so, I give back to the farming community in a more meaningful way. Even with my strips focused on pleasing a very different audience, they are still relatable to those farmers out there who need a good chuckle too.