Week #2: Process Post

Who is my audience?

A simple answer would be, “Those who actively like and comment on my content, or follow my creative material.” Although this is true, my actual audience are those who come to watch me everyday because they’re interested in my life. It’s crazy to think that you can create your own little world online by just putting yourself out there. 

Since my brand is primarily about myself, those who follow me have to take some degree of an interest in that. I’ve mentioned before on my blog that I used to be fairly saturated within the online fitness community, at the time I was posting on my ‘fitstagram’ about my fitness journey and everything that came with it- process posts, personal struggles, tips on working out, and healthy meal plans. Ideally, my audience was those who were interested in fitness too. Although I didn’t offer a service, or a product, I promoted a ‘self’ and this ‘self’ had a goal of inspiring people of like-minded interests to come together to build a community. When I think of my Fitstagram, it seems unbelievably easy to pinpoint exactly who my audience was, but when I think of my content on both my main Instagram account and my Youtube channel, I struggle to pinpoint my audience.

Instead of targeting a specific audience (such as, the fitness community), I post content for myself. I never started modelling or creating content for those around me, I always just did it for myself. In a way, I don’t feel like I’m targeting any specific group of people or audience, when I go through my analytics on Instagram I’ve found that the majority of my audience is Canadian, primarily from the age demographic of 18-30 with more male visitors than females. My brand now promotes my own self growth journey as a content creator and I want my audience to support that. I’ve found that on Instagram, it’s harder to portray just exactly who I am as a person, as my photos quite honestly portray myself in a certain light. I’m aware that I can’t complain about how people perceive me online, when I post photos of myself wearing bikinis in the snow. My Instagram presence fulfills a certain audience that targets local clothing brands and creators.

Although I’m that person, I’m also the person on Youtube– imperfect, honest, and completely stripped down. By being able to speak on behalf of my content, Youtube encompasses exactly who I am. It’s been harder to build this audience as a lot of my Instagram audience doesn’t know the person behind the lens of the camera. However, the audience I want to build for Youtube are those who can really relate to my content. Although shooting photos is a passion of mine, my heart actually lies in telling stories and I’ve found it easiest to do that on Youtube and my blog. I feel like this audience is more genuine, as I’m more personable on these platforms as I speak for myself rather than letting my content speak for me.

When I first started in the creative industry, I was hungry to be seen and to be known but for the wrong reasons. I never understood the concept of having a real audience. Before, I just thought an audience was those who followed me, but now I know that my audience are those who believe in what I do, and take time out of their days to come watch me. Although I want my audience to comment, like and subscribe, I also want them to do it because they relate to what I have to say. 

It doesn’t take much to get people to follow you when you take your clothes off in the snow. However, those who come to watch me actually strip down naked behind my own words are my audience and my true fans, those are who I hold dear and keep pushing me to create (Kelly, 2008). In this sense, my ‘secret sauce’ is just being myself online, as nobody else can be me the way I can be me (Wilkinson, 2019).

I lose followers everyday, but I also gain followers everyday, and I’ve also had people who have followed me from the day I started my social accounts. Those who follow me though my creative challenges and change in pace with my content are those who I want to target. As I grow, I want my audience to grow with me. Much like changing your brand logo, as I change as a person I need those to embrace that change as I continue to reshape and redefine who I am through my content (Team Slack, 2019)

Because my brand is myself, to be able to properly build my brand identity, I need to know who I am and what I want to say. A year ago, I didn’t know who that person was or what they wanted to say, but after a lot of self-growth and new found friendships, everything I create is authentically me and my audience comes to see that.

References:

Kelly, K. (2008, March 4). The Technium: 1,000 True Fans. Retrieved from https://kk.org/thetechnium/1000-true-fans/

Krueger, T. [Username]. (2020, Jan 19). STRIPPING IN THE SNOW [Video File]. Retrieved from https://www.youtube.com/watch?v=dj52cWAt-To&feature=youtu.be

Team Slack. (2019, November 25). Say hello, new logo. Retrieved from https://slackhq.com/say-hello-new-logo?cvosrc=spredfast.twitter.brand&cvo_creative=sf97658134&utm_source=twitter&utm_medium=spredfast&utm_content=sf97658134&utm_campaign=a_spredfast_twitter_all_en_follower_engagement_sf97658134_20190116&sf97658134=1

Tyler.krueger (2020, January 17). Don’t call me angel plz… [Instagram post]. Retrieved from https://www.instagram.com/p/B7cplqXDDNJ/

Wilkinson, A. (2019, June 20). Slack’s $25 Billion Dollar Secret Sauce. Retrieved from https://medium.com/@awilkinson/slack-s-2-8-billion-dollar-secret-sauce-5c5ec7117908#.2pzdc0z38

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