I wanted to share a success story and the thought process behind it. Also showing that targeting isn’t always as straight forward as many think.
Laying the groundwork
A personal trainer wanted to grow his IG. The obvious solution would be to create the typical personal trainer content and target it towards a fitness crowd. This would probably work quite fine, even in such a saturated market. But instead of doing that they reverse engineered his content, starting at, what is the value here?
Finding an audience
The value being provided was fitness advice and inspiration. This is interesting for a target audience that is interested in looking good, getting stronger etc. But the fitness crowd is often well educated on their own, so was there anyone else who would need this value even more?
The solution was Kim K.
Kim K’s audience is interested in looking good but doesn’t know how to do it, and this was the key to everything. So the solution was to create content specifically for this audience. Resulting in some well made videos with titles like “how to get that Kim K booty”. He also made the videos specifically in the style that works so well for IG by adding a title field at the top, a bar that shows progress of the video etc. The videos were made with nothing but a phone but it was customized so incredibly well for IG there was no need for a professional camera crew.
What do you think? Do you have an example of targeting done well?