Who should you target? Well, it’s easy to think that you can target everyone. But the reality is, if you talk to everyone, you’re really talking to no one. Your message can't resonate with everyone and it will make it harder to connect with your audience on a personal level. So, ask yourself, who will be most likely to like your story and your content?

Let’s take a quick example, non-travel related to illustrate this. Let's say that you’re passionate about cooking. You might want to show people that it’s possible to cook healthy without spending hours in the kitchen. So you set up an Instagram account full of pictures of mouth watering dishes. Yum!

Now, who’s your perfect target audience for this account. Who represents the perfect profile or persona? Keep in mind that not every single one of your followers will fit this exact profile. You can actually have multiple personas. We will focus on creating one but feel free to come back to this step later when you want to define more personas if it can help your account.

For the cooking account example, you could start with:

• single male,
• in their 30s,
• working full time (they don’t have time to cook when they come home),
• who goes to the gym
• wants to stay fit
• who thinks that cooking healthy takes too long or is too expensive...

This is a very simple example, right? But you begin to see how this can help you find your audience and help you define what content could resonate with them (we’ll come back to this in more detail in a separate module).

The good news is that you don’t need to have all the answers right away. You just need to start. You can come back to refine these profiles as you learn more about them.

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PRO TIP

If you have a website or a Facebook page, you can use your statistics to find out more about your audience: age, gender, interests,... and help get more accurate information for your persona.