While there are many crucial steps in designing an efficient social media strategy, most important perhaps is assessing who your target audience is. There are a few ways of doing this; you must find your demographic, psychographic, listen for clues about your audience, and getting to know the community.
As an example i’m going to use a personal hobby of mine which is Daily Fantasy Sports in order to break down and determine what the target audience is.
Demographic
According to the Fantasy Sports and Gaming Association, the following numbers are found to be true.
Gender: 81% Male, 19% Female.
Age: 50% are between the ages of 18-34; the average age is 37.7 years old.
Employment: 67% are employed Full-Time
Income: 47% make more than $75,000
We can assert that the average Fantasy Sports player is a 37 year old Male, who is employed and making more than $75,000 a year excluding Fantasy Sports winnings.
Psychographic
According to Fantasy Sports and Gaming Association, Fantasy Sports players are on average found to be above-average in every level of consumption.
For instance;
87% of Daily Fantasy Sports players have visited a fine dining restaurant in the last year.
89% have visited a sports bar in the last year.
78% have used a food delivery app.
43% have purchased a Nike item.
34% have used Instagram.
31% have used Snapchat.
We can assert that the average Fantasy Sports player enjoys the luxuries of life including; fine dining, feeding their hobby at bars, and using social media at a higher rate than the average person.
To fully assess my Target Audience, i’m going to simply type #FantasySports along with popular fantasy sports companies such as #DraftKings, #FanDuel and #YFS in order to read tweets that are being sent out from players around the world. Once doing so, I will create a Twitter List which will be filled with important “Sports Fantasy Guru’s” who provide their advice and suggestions to help you earn money. I will also create a separate list for beginning accounts of players looking for advice.
Keeping tabs on both of these is important, as current trends, tips and advice can be easily tracked and sorted through the mess of unrelated tweets and accounts misusing hashtags.
With the information provided, I can conclude that my Target Audience would be a 37 year old Male, who is employed and making more than $75,000 a year excluding Fantasy Sports winnings. He enjoys the finer things in life and actively takes part in all forms of social media in order to find an edge in daily sports betting.
REFERENCES
Industry Demographics – Fantasy Sports & Gaming Association. (n.d.). Fantasy Sports & Gaming Association – Connecting Fans to the Sports They Love; thefsga.org. Retrieved March 29, 2022, from https://thefsga.org/industry-demographics/
Algonquin College Social Media Certificate Program 