I Post Social Media Ads to Everyone. Why should I Target the Audience?
A lot of businesses post ads on social media for everyone, thinking the more people who see it, the better. But in reality, if you try to talk to everyone, you usually end up connecting with no one. That’s why targeting your audience is so important. A “target audience refers to the group of consumers most likely interested in your products or services and who should be the focus of your marketing campaign.”—and focusing your efforts on them means your resources are going exactly where they matter most. Instead of just getting your name out there, you're speaking directly to the people who are most likely to respond.
Focused Targeting = More Efficient Use of Resources
One of the biggest reasons a business should target its audience is that you’ll be putting your resources where they’ll be the most effective.
Example:
Think of a product like kitten food. If you set your audience parameters to "everyone," you might get cat lovers, dog lovers, bird owners—even elephant enthusiasts—seeing your ad. And while it's great to get your name out there, how many of those viewers are actually going to buy kitten food? Not many, because the product is made for a specific group of people: kitten owners.
With general targeting, everyone hears the message—but not everyone wants to hear it. Targeting allows you to find the people who do want to hear it, and then speak directly to them about what you offer.
According to Harvard Business School, there are three main sets of information you should gather to help define your focused audience:
Demographic Data
Age, gender, occupation, interests, and lifestyle.
Consumer Behavior
Purchase history, browsing habits, and website interactions.
Consumer Motivation
What are they searching for? What problem are they trying to solve? What do they need help with?
Focused Message = Personalized Content That Converts
Having a targeted audience also allows you to craft a message that feels personal and relevant to that specific group.
Example:
Let’s say you were planning a trip and browsed flights or hotels on Expedia but didn’t book anything. Not long after, you get an email from Expedia that says:
“Still thinking about that Paris trip?”
That’s retargeting, using cookies and email tracking to send a follow-up message that feels relevant to what you were already doing. It might even include a small discount, just to sweeten the deal.
This type of personalized message works because it’s clear, direct, and speaks to exactly what the user was already interested in. And the more personalized the message, the more likely someone is to engage with it—especially if they were already on the fence.
Here is an example of an ad that is targeted with a personal message.
Increased Viewer Engagement
If you’re targeting the right audience and delivering the right message, you’re much more likely to see better engagement. And more engagement typically leads to more conversions.
People engage with content that speaks to them personally.
If someone is hungry, they’re more likely to stop and watch a food reel.
If they own a cat, they’re more likely to enjoy and share funny cat videos.
The more your message relates to someone’s current interests or needs, the more time they’ll spend watching it. And the longer your product stays in front of their eyes, the more likely they are to remember it—and eventually act on it.
Conclusion
At the end of the day, general ads might get attention, but targeted marketing gets results. When you understand who your audience is—what they like, what they do, and what they need—you can create content and messages that actually matter to them. Personalized marketing helps your brand stand out, keeps people engaged, and increases your chances of turning views into actual customers. So stop trying to talk to everyone. Talk to the right people—and say what they need to hear.
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References
Gibson, K. (2024, January 23). Why identifying your target audience is important to your marketing strategy. Business Insights Blog. https://online.hbs.edu/blog/post/target-audience-in-marketing
