COM0014 – Blog #3: Target Audiences

For this week’s blog post, I’m going to delve into one of my more recent hobbies: diamond painting.  As a result of successive lockdowns and the ongoing pandemic, I found myself in need of a new hobby.  I’ve always done a lot of crafts, mostly cross stitch, ceramics painting, and other more obscure activities.  However, when my mother took up this new craft and suggested I give it a go, I jumped at the chance.  Now, I have been sucked into the world of social media diamond painters.

Diamond painting with square drills from ColoRelaxation

The diamond painting community is surprisingly diverse.  I had expected it to be mostly middle-aged women (which it is), but there are a surprising number of men who enjoy it as well.  It’s popular with children, mostly girls, and women of all ages.  The men tend to be middle aged or older, though, and are in the minority.  People with this hobby can be split into three distinct groups: those who prefer round drills (diamonds), those who prefer square drills, and those who like both.  This hobby is popular all over the world and diamond painters flock to social media to exchange tips, ideas, and store recommendations. 

Completed round drill painting by VizuArts

The most effective tools for communicating with this audience would be blogs/vlogs and Facebook.  Community members enjoy displaying and sharing their completed work and exchanging information about the best places to buy from and how best to frame or fix the images once completed.  Blogs would be a useful way of sharing projects, as would sites like Pinterest.  However, the biggest communities of diamond painters can be found in Facebook groups.  There are many such groups, some organised by geographical location or language, while others have a global following.  Getting a message out about new products, for example, would be best done in these groups.

What hobbies do you have?  Do they have large followings or dedicated groups on social media?

References

ColoRelaxation. (2021). Tea Time with the Girls – DIY Diamond Painting. ColoRelaxation. https://cdn.shopify.com/s/files/1/0014/7672/2735/products/Diamond_Painting6_1b3cfdbd-1ced-420f-bf72-88ee022408a6_1024x1024.jpg?v=1575428151.

Roberts, J. (2020). Diamond art basics for beginners: Diamond painting tools you’ll need & how to do diamond art kits: Activities. 30Seconds Mom. https://30seconds.com/mom/tip/19828/Diamond-Art-Basics-for-Beginners-Diamond-Painting-Tools-Youll-Need-How-to-Do-Diamond-Art-Kits.

VizuArts. (2020). 10 Ways to Display Your Diamond Paintings. VizuArts. https://cdn.shopify.com/s/files/1/0073/4914/1567/files/IMG_0137_673ac7db-1bef-4c63-9632-478a4c28d297_large.JPG?v=1584297580.

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