- The Social Media User
Meet your average social media user. Someone who regularly browses their newsfeed, maybe uploads their own content occasionally, but generally uses social media to keep in contact with friends, view funny videos or images people post and just to pass time when their bored. The average user knows that there is hype surrounding social media but neither gets flustered by it, nor ignores it. Their the middle of the road type of user, can live with it and can live without it. They are the ones who will stop and interact with The #Life. Its important to reiterate that The #Life is not trying to portray a bad or good opinion of social media, it is just a visual representation of the behaviours carried out online and offering an interesting perspective. Therefore, the target market of viewers will be those with an interest in viewing something a bit different, someone who is not so involved with social media that they have a very firm opinion of it and somebody who can take a step back and appreciate the observation/representation. Note how I haven’t referred to the user as either a he or a she, because my project is not gender specific and can be appreciated by all.
- The Non Social Media User
Due to the comparison elements of the project I feel that even non social media users will be able to relate to what is trying to be portrayed. This section of the audience I would assume to be slightly older, or those who are not that familiar with Social Media directly but are aware of it and what it has become. Social media is such a big thing now that it is impossible to have not come across it… even my 84 year old Grandad has Facebook and him and my Nan regularly sit and see what their grandchildren are getting up to.
Although the target market stated is quite broad, I don’t think should be seen as a bad thing. Social media is a big enough topic to be understood by most and the creative aspect off the mini pieces included within the project will be appreciated in their own right. Kelley and Ugenheimer (2008) highlight how “arriving at the right audience appears on the surface to be a simple exercise” (p.59), however their must be careful crafting and planing to get the best results. Kelley and Ugenheimer (2008) suggest that the target market can appreciate a given piece from a number of different ways depending on their own circumstances. For example, some may “make sense of it from a business perspective, a marketing perspective, a media perspective, and a creative perspective” (p.59) . The aim of this project has always been for the audiences to arrive at their own conclusions and take from it what they see fit, so although defining a target market is possible, the nature of the project makes it more of a “media exercise” (Kelley and Ugenheimer 2008, p.59).