Choosing a Target Audience

Choosing a Target Audience

In order to create our product, we must choose an audience to target it at. These are the people who will be most likely to consume our product, so it is important to make sure our product is suited to the audience.

Audiences can be separated into different sub-categories when considering targeting - socio-economic status, psychographics, demographics and technology targeting.

I think that socio-economic status will not have that much impact on our target audience as music appeals to people regardless of their wealth or status. The video would possibly appeal most to the middle class, as they tend to be more liberal and interested in creative, artistic content, plus our characters clothes and the settings make them appear quite middle class. However, it could really appeal to anyone in any class.

In terms of psychographics (the audience's mood) our video would probably targeted towards people who are feeling a little bit sad, as the content of the video is reasonably emotional. It would especially relate to people who have also just gone through a break-up or have experienced cheating in a relationship. The video would also appeal to young, artistic liberals, as the video is open-minded, containing a homosexual relationship, and quite creative.

The demographic we are aiming for is probably young adults, as they tend to be most open minded, so more likely to accept a homosexual relationship than adults and old people whilst a child might find the video too complex and confusing. It is also probably more catered to females than males as the main characters are all female and it deals with issues like love and relationships, typically female topics. It would also strongly appeal to members of the LGBTQ+ community as it includes a lesbian relationship, which is rarely seen in mainstream media so would be a breath of fresh air to the under-represented, and a sign that the times are changing.

Technology targeting refers to the medium our audience would use to consume our product. Our video will be released on YouTube, so most people would access it through that. It could also reach them through other social media sites, such as Facebook and Twitter either if they followed the artist or if their friends share it.