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.