Yoga’s Target Audience

I love yoga. It is an amazing way to exercise both my mind, my body, and my spirit. Many people seem to agree because finding a specific space for Yogi’s was hard. It is a very diverse practice and used for different reasons.

My first step was asking why people practice yoga? Is it for injury? To improve their flexibility? To connect more inward? This led me to the concept that those who normally practice yoga care about their health and their overall wellbeing. A large part of the practice is to view your body holistically – a psychographic characteristic of the yoga community. This was my initial driver into diving deeper into the target audience of yoga/yoga studios.

I think began looking at conversations on platforms like Twitter, Reddit, and Facebook. In these online spaces, I found that both sexes participate in yoga equally but there is more of an online presence of female wellness influencers who practice yoga. There is also a wide age range as Yoga is a practice that can be modified to work for all ages and body types. However, majority of those using online platforms to discuss yoga and its practices are between the ages of 18- 45. Another interesting demographic I found online was how diverse the community is in terms of religion and ethnic background. Though Yoga originated in Asia, it has made its way across the world as a wellness holistic practice to one’s body. This helped to create a diverse audience.

Tools and strategies I have for communicating with this target audience would be to reach out to wellness influencers and have them promote/share my product or service. I noticed that in this community, there are definitely leaders and people with large followings. I also think promoting in online forums on Reddit and Twitter would be a great way to reach audiences, especially those in forums about wellness and overall holistic health. Instagram would be another good route to promote and raise awareness as their demographic is primarily people aged 18-35, which fits my target audience demographic.

I think Yoga is a very diverse practice and there are so many ways to reach the audience, but online marketing and digital platforms would be the best. As the practice reaches so many people, using the digital space allows the marketing and promotional efforts to reach as many users in the target audience as possible.

Blog 2 – Storytelling in the Digital Age

This week’s lesson was ‘Storytelling in Digital Communications’. Here are a few things to consider when you want to break out into the digital space as a writer.

Storytelling

To keep your audience engaged, you need to tell a story. Storytelling has been fundamental throughout history – it is still as fundamental now as we change our world to the digital space. Now that anyone and everyone who has access to a computer can post online, ensuring your ability to tell a story can help set you apart from the crowd. No matter that platform you’re using, whether it be social media, blog posts, writing articles – it is important to remember you’re telling story to your reader that is meant to captivate, motivate, and entertain (no pressure or anything).

Communications Styles

A communication style is how you, as a writer, decide to share information with your audience. Think of every person in your life. Think of how differently you speak with your mom vs, your teacher, or your friends. You are exhibiting different communications styles based on your audience. When posting online, in such a saturated space, you want to ensure the way you choose to communicate has the style that best suits your audience. This can include being succinct, using an active voice, and proofreading your work for any errors. This is a small part of your overall style, but with simple adjustments like that your writing can have more of an impact.

Interacting with your Audience

To make the most of the two-way abilities social media has to offer, you must entice your audience to engage. Interacting with your audience is a great way to build your following, learn more about them, and boost awareness of your content. However, to achieve this you have to be specific about what you want from your audience. Do you want them to leave a comment? Share your post? When you create your call to action in your post, be specific so they know exactly how to engage. This also allows them to engage with other people in the comments as well, it creates healthy discussion amidst your posts.

Many people underestimate the thought that goes into web publishing. There is so much content out there it is important to keep your audience in mind and be true to your communication style and you will shine!

Blog #1: Morocco – A Post Pandemic Trip of a Lifetime.

Let me set the scene. Two girls, 3 years’ worth of savings, and the biggest travel bug you could imagine. I was turning 25 this year and I am sure as many of us feel the past 3 years have just flown by. I knew I wanted to book a special trip, but I had no idea where to choose, there were so many places on my list. My friend and I spent hours searching for the perfect location at the perfect price and couldn’t seem to decide. Until one day, I was scrolling on social media (of course) and came across an add for ‘On the Go Tours’ advertising half-off Morocco Tours in February – my birthday month. I knew this was fate and called my friend immediately. We booked our flights; we booked our tour, and we were ready to go.

We landed in Marrakech a few days before our tour started and we immediately fell in love. The city was so lively and though it was a bit of culture shock from Ottawa, we were so mesmerized by the markets and the kind people. Our tour began, and a group of 8 including us, started our 13-day tour around the country.

Firstly, the food there was amazing. Breakfast was always nice and light with some yogurt, fresh fruit, and Moroccan pancakes. The coffee was amazing and so was the mint tea, which is a Moroccan staple and was offered to us everywhere we went. Lunch and dinner were both normally tagines or, once we got closer to the coast, fresh seafood. The food was delicious and tasted so fresh.

Everyone we encountered in Morocco was so kind. We visited 9 cities and in each city the people welcomed us with open arms. Walking through the Souks, the markets, each shop we stopped in they offered us tea to drip as we shopped. We tried to speak to the locals of each city and ask them what life was like in Morocco. I learned to much about their lifestyle and the communities they live in.

One of my favourite parts of the trip was getting to spend the night in the desert. We rode our camels into the desert camp and got to watch the sunset from the top of a sand dune. We had a traditional Moroccan dinner made for us before we went outside to see the stars – I have never seen so many stars in my life. It was a once in a lifetime experience and I am so glad I did it. We were removed from cell service to it was just our group of 8, some live Moroccan entertainment, a nice bonfire before we went to sleep. The next morning, we rode back to our van during sunrise, it was so beautiful, and the colours were more vibrant than I have ever seen.

Before the pandemic, I spent a large chunk of time travelling and I can say with full confidence that Morocco was my absolute favourite country of them all. The culture, the food, the people, the terrain – it was nothing like I had seen before. It was the best choice for my first trip post-pandemic.

Instagram- WHAT ARE WE DOING?

Should we all delete Instagram?

The question I ask myself everyday …. “Should I delete Instagram?”

I have been reading multiple articles recently about what consistently using your Instagram truly does and what it means for your mental wellbeing. I think when we think of living an unhealthy lifestyle we think about minimal exercise and eating fast food. Yet, what about our mental wellbeing? How do we think our brain handles seeing everyone’s best lives every 2 minutes on Instagram. I will tell you from personal experience, NOT WELL PEOPLE!

We are human beings who love interacting with each other but when do we draw the line? Especially when there are filters now literally called the beauty filter. That cannot be good for anyone’s self-esteem. We must ask ourselves if this type of interaction has turned disingenuous and has come to enable a culture of unattainability?

Sticking with the theme of blogging, I read a great post by Travels of Adam called “How Deleting Instagram for 30 Days Saved my Sanity” and I thoroughly enjoyed his take on the app and how it effected him. He talks about how Instagram was showing him people’s lives and showing him how they were having such a great time while he was sitting at home, scrolling endlessly. This is the reality for most of us. We see our friends and family out doing what we wish we could be doing. Yet, when we are out doing something exciting, we continuously post so others feel how we did watching their content. It is a vicious cycle that is very easy to fall into.

Another great point when it comes to deleting Instagram is that we are living our life centered around a screen and virtual validation. Jessie Dax- Setkus wrote an article outlining the 5 reasons to delete Instagram and she quickly dives into the toxicity of living your life behind a screen. Are we truly living in the moment if all we are worried about is how many likes we are going to get on our recent photo? We are just waiting for virtual validation and I think those of younger generations are allowing silly numbers like how many likes they get and how many followers they have, affect their self-esteem and self-worth. We are not meant to be validated like this, we are not meant to have access to others approval 24/7.

All of that being said, and one great point that Travels of Adam focuses on, is that if you delete Instagram you are really out of the loop. People share funny trends, funny videos, concert announcements, events etc. If you delete the app, it might be good for your virtual presence but it could affect your physical presence as well. I can also acknowledge that Instagram can provide updates on your friends and family that you want to see, not all of it is to seek approval.

I battle with this question a lot, “Should I Delete Instagram?”. The truth is, yes I probably should. I have thought about it for awhile and it is probably the healthiest decision for my mental health. Will I do it right now… probably not! However, I do see it in my near future.

What do you all think? Do you think you should delete Instagram? Do you want to? See my poll below!

Facebook:

Instagram…. good or bad for the psyche? Check out my blog to see if we should all delete Instagram and go back to the stone age of good ol’ face to face interaction. bit.ly/2TU7ZEA

Twitter:

DELETE INSTAGRAM?!? … No way! Check out my blog to see why you might want to reconsider. bit.ly/2TU7ZEA

Do all Gen Z’s LOVE social media?

• 

  Photo by Polina Tankilevitch from Pexels

• 

  Photo by Anna Shvets from Pexels

Do all Gen Zers LOVE social media? I think the logical answer is no. Not every Western World Generation Z loves social media, that is a silly generalization. Yet, the narrative is that we all do. The narrative is that we eat, sleep, and breathe social media. I won’t pretend the numbers do not point to this fact; it is projected that 99% of 18 to 24-year old’s will have some form of social media in 2021. Compared to our parents and those before us, this is crazy. In the last decade, social media has grown exponentially and taken over communication channels. Generation Z’s whole teenage years were centered around the progression of social media and providing constant interaction with their peers via the internet.

As we have grown up in the age of social media, we are the generation that many applications are geared towards. We are tech savvy. We can teach ourselves practically anything; gives us a few hours and a fast internet connection and we can figure it out. With the emergence of social media, we have learned how technology works and how to utilize it to it’s maximum potential. Social media platforms have used this to their advantage and aim new apps at Generation Z and younger. For example, TikTok has boomed since the pandemic began in 2020 being the second most used app for 19 to 25-year old’s. The creators made sure the app was easy to use but also required technical skill to created widely spread content. Generation Z was the audience in mind when creating this app, how can we deny its use when it was made just for us?

BUT, do we truly love it?

I think there are multiple truths coexisting at once.  I believe that most of Generation Z both loves and hates social media. Social media has become ingrained into our everyday routines that I am not sure either one of those drastic emotions is associated with it. It just is. It is always there, ready for us to post, ready for us to log on and stalk our friends, it has become a day filler. I think the narrative of Gen Z loving social media is very misleading. We did not really have a choice; it was how we were accustomed to communicating so we adapted like every generation before us.

Now, I do think that Gen Z has utilized social media for all it has to offer. For example, Forbes wrote an article about how Gen Z has created a whole movement of social commerce. Many have started online businesses, and many have used this tactic during the pandemic when a steady income was hard to find. However, just because we use it as a helpful resource for capital does not mean we LOVE it.

Personally, I do not LOVE social media. I actually go out of my way to limit my time on several platforms. I rarely post and I do not interact with many on these platforms. I would say the only social media I actively use is LinkedIn because I am trying to expand my professional network. I find social media to have played a huge role in my confidence and mental wellbeing in my teens and as a young adult, I am able to identify the unhealthiness of it. However, as I stated above- social media just is – so instead of dividing myself from other users in my generation, I changed who I follow and how I use social media.

I know use social media as a way to promote my own self growth and expand my knowledge. On Instagram, I follow Ottawa based thrift stores and body positivity influencers. On Facebook, I follow my favourite news outlets and graphic designers who use their talent to make posters about human rights campaigns. Social media is such a large part of society, I think it is almost impossible to live ‘off the grid’ but you can change how you use it, who you interact with, and the power you give it in your life.

Check out this video on YouTube questioning if ‘All Gen Z Think the Same’.

Do you think you think differently than the majority of your generation? If yes, how so? Comment below!

---

Twitter Post:

Do all Gen Z think the same? Find out here: bit.ly/3xjNnUr

Facebook Post:

Do you know any Gen Z’ers? Wonder how they think? Check out my blog bit.ly/3xjNnUr and see for yourself!

Influencers: Fashion, beauty and …POLITICS?!?

Photo by Oladimeji Ajegbile from Pexels

---

---

Facebook Post:

We all do it, posting about politics as become inevitable… but what about influencers? Check out my blog about influencers and politics bit.ly/3gaeHO9

Twitter Post:

Influencers and Politics…. how does that work? Check out my blog to see bit.ly/3gaeHO9 #socialmediapolitics

---

Citations:

Goodwin, A.M., Joseff, K., & Woolley, S. C. (2020, October). Social media influencers and the 2020 U.S. election: Paying ‘regular people’ for digital campaign communication. Center for Media Engagement. https://mediaengagement.org/research/social-media-influencers-and-the-2020-election

Citarella, J. (2021, April 24). Are we ready for social media influencers shaping politics? The Guardian. https://www.theguardian.com/commentisfree/2021/apr/24/social-media-influencers-shaping-politics

Hmm… Shaylee posting about social media and politics? NO WAY!

As my last blog refers to the polarization of politics on social media, I think it is important to address how influencers play into that divide. To quote my mom, “What are those damn influencers doing now?”. Well, it has been said that a lot of influencers are using their platform to push their followers towards a certain side of politics. This can range from making posts about everyday political decisions, like wearing a mask during COVID, or something as big as who to vote for in an upcoming federal election.

As society turns to social media for many aspects of daily life, it feels inevitable that it would eventually become a platform for the politic sphere. Millennials and Generation Z, use social media as a way to gather information, talk with their peers, and share certain campaigns. Though I agree that social media can be an amazing platform for this type of sharing, is it okay for influencers to use their power on these platforms to sway votes/political ideas?  

The Center for Media Engagement (2021) conducted research on influencers and how they have utilized their platforms as a way to spread political information. However, they came across some slightly disturbing information that I had absolutely no idea had been going on behind the scenes. They found that some influencers can be and have been PAID for their political promotions. Normally on social media when an influencer is paid for promoting a product, it is mandated by law that the influencer state that it is a paid advertisement. Yet, with these certain political advertisements as the compensation is given off-platform, they do not have to disclose their payment for posting.

Though I think this is an important point to address, I also want to preface that many online influencers have said that they do not get paid for posting political content. Instead, they do it to educate and spark conversation amongst their followers. The internet, as scary as it can be, can also be a place of open communication. It can allow for marginalized influencers to speak and tell their stories which can have huge benefits for society and its progression.

A concern of mine is that the argument of influencers posting and promoting their political views can be so subjective. If you follow an influencer and they share the same political views as you, your connection with them has grown stronger and more personal. However, if an influencer you follow speaks outwardly against your political beliefs, you will probably unfollow them or feel some sort of disconnect. This ties into my last post on political polarization, where we will actively fill our feed with what aligns with our values and morals. Therefore, influencers will have a large following of those who think similarly to them which in turn creates more polarization.

I think social media and politics is a sticky duo and without the proper education, awareness, and conversations, we cannot move forward effectively as a society. So, I ask you, what do you think about influencers using their platform for political promotion? Do you think it is fair? Do you think it should be separate- good ol’ church and state- one’s work as an influencer should not entail their political views?

Answer my poll and let me know what you think!!

Politics & Social Media- A Deadly Combination?

Photo by Amine M’Siouri from Pexels

Don’t get me wrong, I love finding my news via social media. It is just right there- I do not have to click on a million different apps to know what is going on in the world. I open Facebook and see everything I need; my aunt teaching my cousin how to ride a bike, my university alumni page sharing old photos, and news articles about the COVID19 vaccine. Perfect! Or so I thought…

Back in 2020, I watched the documentary “The Social Dilemma”. The documentary addresses many issues with social media but the concept that stuck out to me most was that social media was a key driver in political polarization. I don’t know about you, but this concept made no sense to me for many reasons.

First of all, what is political polarization? Political polarization is the large and continuously growing divide between right wing and left-wing politics, or liberals and conservatives. Second, how is that possible? How could a simple platform where I interact with family and friends, be driving political divide amid North America?

The Social Dilemma and The Pew Research Center addresses that the social media algorithms, the ones used on popular apps like Facebook and Twitter, crafts our newsfeed to what they think we will click on and our interests. Therefore, if someone clicks on an article about Scientology- the app will pick up on that and continue to feed that person articles about Scientology. As the algorithm develops and begins to track the user’s interests more and more, it will then stop showing articles against or criticizing Scientology because it knows the user will not like that. With the increasing exposure to Scientology on the user’s page and the decline of other content, the user is likely to grow an interest in said topic.

This is what the documentary and social scientists are talking about when they say social media is dividing society’s political views. According to the Pew Research Center, over the past 20 years, political polarization has grown with the increase of social media usage. Though this may not lead to a direct causation, it is something to think about.

Image Source

What can we do?

Now, the REAL question… how do we fix this? How as social media consumers can we combat the algorithms? To answer your question, I have come up with a few call-to-action’s for all of us!

1. Read articles outside your political views. For example, if you are very left- wing with your political practices, maybe read a news story on Fox News a few times. This will mess with the algorithm and provide you with another perspective.
2. Don’t get all your news from social media. I know how easy it can be to get all of your information from one platform, but that might not result in the most accurate approach. Instead, go to a few news websites like Global News or New York Times.
3. Click on articles you normally wouldn’t read. If you see an article on your newsfeed that does not fit your normal content, click on it!! Show the algorithm that you have an array of interests.

As social media consumers let’s fight the polarization and read both sides of every story!

For more information on social media and political polarization check out:

• Polarization in America gets worse as social media dominates politics
• Are Social Media Driving Political Polarization?

Twitter and Facebook Posts

Facebook:

Curious why your newsfeed is only what you WANT to see? …suspicious huh? Read my blog and find out! bit.ly/3bQwN6n

Twitter:

Social Media- driving political divide? Find out here: bit.ly/3bQwN6n … #LiberalsvsConservatives

APA Citation

Pew Research Center. (2021, April 9). Political Polarization in the American Public. Pew Research Center – U.S. Politics & Policy. https://www.pewresearch.org/politics/2014/06/12/political-polarization-in-the-american-public/.

Rhodes, L., Piculell, S., & Wright, D (Producers), & Orlowski, J. (Director). (2020). The Social Dilemma [Video file]. Retrieved from The Social Dilemma | Netflix Official Site