I’m writing this for people running ads and are still focusing on targeting the right people.
But if you’re not running ads, and you’re someone who’s creating content…
I’ll explain what type of content you should be putting out to attract your right audience.
So you see, when running Meta ads…
The settings in the ad set used to play a big part in the campaign’s success.
First you decide the age group, then the audience interests, then you go deeper into stuff like custom audience and lookalike audience.
But these days, as of 2025, I’d say it doesn’t matter that much anymore.
When I launch an ad, I do my best to speak to my intended audience through the ad itself.
When I got invited to Meta for their updates…
They said something important, which further confirmed what I was doing was right.
Which is:
Your targeting is in your messaging.
That means you target people through your content.
The ad copy you write.
The type of content you put out.
How?
There are 3 ways of targeting your audience through your messaging.
Direct call out
Let’s talk about your copy.
(This can apply to your captions as well when you post content)
Whenever you write an ad, you’re selling a product/service.
You’re solving a pain.
You’re telling your target audience you can help achieve a goal.
And one of the most basic things you should do is to call out to your intended audience.
You do that by literally calling them out.
“Dear parents!”
“Calling out all property owners!”
“To all coaches and expert”
When you do this, the people who read it, and scroll past your ad…
They’re not your intended audience.
As simple as that.
State the problem they face
If you don’t prefer doing that…
You can reach your audience by stating the problem they face.
Let’s say today I run a Chinese tuition centre.
I know my target audience are parents.
Not just any parents, but parents whose kids are struggling in Chinese.
So in my ad copy, I state just that.
“Is your child struggling with Chinese?”
You can apply this to any niche.
As long as you know what’s the problem/pain they have.
You’re a physiotherapist?
Ok, then:
“Are you having persistent back or knee pain, and have no idea how to get rid of them?”
You’re a personal trainer?
Ok, then:
“Struggling to put on muscle despite going to the gym 3 times a week?”
You own a facial salon?
Ok, then:
“Frustrated with persistent acne marks and uneven skin tone?”
I can go on and on…
But you get what I mean.
As long as I can state their problem, people who respond to it are my target audience.
Paint the desired outcome
Another way of targeting your ideal audience would be to paint the goals they’ve always wanted to them.
Piano tutor targeting beginners:
“Always wanted to play the piano but not sure how?”
Interior design firm targeting new home owners:
“Want to own a beautiful home without burning your pocket?”
Personal trainer targeting entrepreneurs:
“Want to train your body to perform at the same level as your business?”
Realtor targeting younger driven people:
“Want to own a landed property by your 40s?”
Financial advisors targeting working professionals”
“Want to retire 5-10 years earlier?”
I’m writing these out on the spot because I’ve been running ads for these niches.
What I just showed you can be used together.
Here’s a combination of direct call out + stating the pain:
Ad for Chinese tuition:
Dear parents! Is your child struggling with Chinese?
Ad for marketing agency:
Dear business owners, are you struggling to get quality leads consistently?
Ad for personal trainers:
Busy parents, are you neglecting your own physical health?
Here’s a combination of direct call out + painting the desired goal:
Ad for financial advisors:
Busy parents! What if you could retire 5-10 years earlier, and spend more time with your kids?
Ad for realtors:
BTO/EC owner! Want to own a landed property within the next 8 years? Here’s how you can do it.
You can even use all 3 if you want (call out, state problems, paint outcome)
Dear parents, is your child struggling with Chinese? What if I can help your child to score A in his next upcoming exams?
I hope this is clear how you should be doing targeting through your messaging.
When it comes to content, it’s the same thing.
Whatever video or image you post, must show how your product solves that pain for the intended audience.
Or show how your product can help them achieve that goal.
A piano tutor’s Instagram can show content of his/her students playing beautiful songs.
A personal trainer’s Instagram can show certain exercises he teaches to help his clients achieve certain goals.
I believe in creating content that adds value to your audience.
That’s why I don’t believe in doing funny trendy stuff like dancing… or like aura farming…
Or any funny trends you see.
Why?
Because it doesn’t help you to attract clients.
If you do a funny dance, you get attention, you entertain people…
That’s all.
In my opinion, it doesn’t elevate your intended audience’s perception of you as the authority or expert.
It doesn’t help bring them closer to becoming your client.
But again, if you’re fine with that, and your IG is meant to be for entertainment purposes, then it’s perfectly ok.
But if you’re someone who wants to use your social media to attract quality clients…
Then it’s time to post content that converts.
