How To Build a Persona Profile of Your Target Audience

by Stef Armstrong

shutterstock_125136062Having a clearly defined audience will help you in creating effective content for your website, advertising, and even videos. If you understand your audience and their needs, you will be better prepared to connect with them through the media that you create. The best way to do that is to get specific.

Examples of a poorly defined audience:

  1. The audience is too broad. For example: women aged 6 to 60, or people who live in Ottawa. If your audience is too big, your message may be lost in trying to appeal to everyone.
  2. The audience is divided. For example: high school students, or retirees. The people within the target audience have too many differing opinions and situations for your media to appeal to all of the people within that group.
  3. The audience is too vague. For example: thirty-somethings, art lovers, or Europeans. The described audience is too large and ambiguous to effectively reach each of them individually.

When trying to define your audience, a good place to start is to create a persona profile of a typical member of that audience. A persona profile is a fictional, individual member of your audience, who you create to help you imagine what their needs might be.

Get specific with the details. Is this person male or female? What is their name? How old are they? Where do they live? What is their job? Do they have a family? If so, who are they?

Once you have your persona created, it will be easier to predict what their response might be to the media that you create for them. Understanding what your audience needs, and how they will react to your content, will allow you to better communicate your message.

Looking for more insights on how to clearly define your target audiences? Check out our Intro to Social Media course, we offer in class or online options!

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