By Lucas Lafollette
Have you ever seen a commercial for a luxury retirement community while watching a gaming stream on Twitch? Probably not. And if you did, that company likely wasted a massive amount of money. Why? Because they completely missed their target market.
Whether you’re trying to grow a TikTok following, sell custom sneakers, or launch the next big tech app, you can’t just shout into the void and hope everyone likes what you’re offering. Successful entrepreneurs understand that marketing works best when it speaks directly to the right people. You have to find your “squad.”
“Successful entrepreneurs understand that marketing works best when it speaks directly to the right people. You have to find your “squad.””
In simple terms, a target market is the specific group of people most likely to buy what you’re selling. These are the people whose problems your product or service actually solves. When businesses try to market to “everyone,” they usually end up reaching no one. Their message becomes too broad, too generic, and easy to ignore. The most successful brands don’t try to appeal to everyone—they focus on the audience that matters most.
To identify that audience, businesses use a process called market segmentation. Think of it like being a detective searching for patterns among potential customers. Marketing professionals usually break segmentation into four main categories.
The first category is demographics, which focuses on the “who.” This includes factors such as age, gender, income level, occupation, and education. For example, if a company is selling a $200 organic skincare product, their target market probably isn’t teenagers working part-time jobs at the mall. Instead, it’s more likely professionals with higher disposable income who are willing to invest in premium products
Next is geographics, which focuses on the “where.” Location plays a bigger role in marketing than many people realize. Climate, population density, and regional culture can all affect what people buy. A company selling heavy winter parkas wouldn’t spend much time advertising to people living in Miami, just as a surfboard company probably wouldn’t focus on customers in the middle of the desert.
The third category is psychographics, which is often the most important for today’s generation. This focuses on the “why” behind consumer decisions—personality, values, interests, and lifestyles. Does your audience care deeply about sustainability? Are they passionate gamers? Do they gravitate toward minimalist “quiet luxury,” or bold streetwear culture? Psychographics help businesses understand what motivates people to buy.
Finally, there is behavioral segmentation, which looks at how customers actually shop. Some people are impulse buyers who click “Add to Cart” at 2:00 a.m. after seeing a social media ad.
Others carefully research products, read dozens of reviews, and compare prices before making a purchase. Understanding these habits helps businesses design marketing strategies that match how their audience makes decisions.
Without a clear target market, marketing becomes little more than guesswork—essentially “vibes and prayers.” When businesses truly understand their audience, they can choose the right platforms, create stronger messaging, and spend their marketing budgets far more effectively.
“The next time you see an ad that feels like it was made specifically for you, take a moment to think about why. Chances are, that company did its homework.”
For example, brands targeting Gen Z often focus on platforms like TikTok or Instagram, where short-form video and visual storytelling dominate. Companies targeting business professionals, on the other hand, may concentrate their efforts on platforms like LinkedIn. Even the language used in advertising changes depending on the audience. Slang that works perfectly for a youth-focused brand could feel awkward or unprofessional in a message aimed at older consumers.
At its core, finding your target market is about empathy—putting yourself in someone else’s shoes and understanding what they truly want or need. When you know exactly who you’re speaking to, everything else becomes easier. Your marketing becomes clearer, your ads perform better, and your product resonates with the people it was designed for.
The next time you see an ad that feels like it was made specifically for you, take a moment to think about why. Chances are, that company did its homework. They understood their audience, spoke their language, and delivered a message that felt personal.
They found their squad.
Now it’s time for you to find yours.