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What is audience segmentation?

Definition: Audience segmentation is the act of breaking down a target audience into different groups or segments based on specific characteristics. 

This allows marketers to create more personalized advertisements, content marketing strategies, and other promotional efforts that are tailored to the individual needs and preferences of each group. 

Audience segmentation is also be used to better understand customer behavior by examining how the different groups interact with brands and products, as well as to segment customers for outreach purposes.

Types of audience segmentation

There are several different factors that can be used when segmenting an audience: 

  1. Demographic: gender, age range, income level, geographic location, and education status; 
  2. Psychographic: personality type or lifestyle preferences; 
  3. Behavioral: purchase history, brand loyalty, and engagement rates; and more. 

Marketers may also choose to segment audiences by specific product or service needs, such as creating separate groups for users who are looking to buy a new car versus those who are interested in purchasing parts or accessories.

Example of audience segmentation

Let’s say you are a SaaS providing a TikTok content editing, scheduling, and analytics app. 

Your audience segmentation could look like this:

Segment 1: TikTok Influencer

  • Uses TikTok professionally
  • Gender: Female
  • Age: 16 – 24 
  • Behavior: Has downloaded at least two apps for video editing in the last three months. 
  • This segment deeply cares about the quality and punctuality of their videos. The video producer plans and film at least 20-30 videos in advance > scheduling and analytics features are very important to them

Segment 2: Casual users

  • They care more about video editing than scheduling since they don’t create videos in advance.
  • Gender: Female
  • Age: 16 – 24

Because both segments are female, features like filters, make-up, and aesthetic enhancement are very important.

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Article FAQs

What is the difference between market segmentation and audience segmentation?
Market segmentation focuses on the needs and behaviors of a large group of consumers, while audience segmentation focuses on understanding the unique interests and preferences of smaller groups within this larger market.

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