What is an Audience?


An audience is a group of people that view, listen to, or engage with a performance, a piece of content, or something entirely different. For instance, a digital audience views and engages with content published online, such as on a website or social media page.

Your target audience are the people you want your content or services to reach. But why is it important to know about this?

Well, knowing your audience is crucial for running a successful business. Choosing the right audience and understanding what motivates them will help you promote and sell your products or services. 

For starters, let’s learn how to understand and distinguish an audience type.

Determining your Audience Type

One example of when an audience can be significant is when writers publish content, whether digital or physical. So in this context, the audience would be the group of readers who read the content that the writer creates.

You should evaluate the needs or expectations of your audience and show entertaining and informative content that’s relevant, valuable, and appealing to them.

Writers often determine their audience types by considering:

  • Which demographic an audience belongs to, (age, sex, instruction, monetary status, political/social/strict convictions); 
  • An audience's understanding of the industry a business is in: is the average audience member a beginner, the general reader, trained professional, or master); 
  • How and where the audience access this content (in a paper, coursebook, well-known magazine, specific journal, on the Internet, etc.)

As you can see, you have to analyze and understand your audience correctly if you plan to communicate with them effectively. So, let’s talk about types of audiences in further detail.

Three Types of Audiences

1. Lay Audience

The “lay” audience has no extraordinary or specific knowledge. They connect with articles based on what piques their interest, and they’re looking to consume simple pieces of information over complicated or technical ones. 

Moreover, when consuming any kind of material, this audience usually needs background information. In other words, they anticipate more definition and description, and they may want attractive graphics or captivating visuals.

2. Managerial Audience

The managerial audience may or may not have more knowledge than the lay audience about a particular subject. They may need more in-depth information on the products and services you are selling along with complicated descriptions of the value they deliver. They are expensive and used for industry-specific processes. This is often the case in the case of marketing content for a B2B audience. 

3. Expert Audience

The “experts” may be the most demanding audience in terms of information, presentation, and graphics or visuals.

Experts are often “theorists” or “professionals.”

Hence for the “expert” audience, document formats should be intricate and specialized, style and jargon should be specific or technical, source references must be reliable and recent, and documentation must be accurate.

Note how to appeal to these different audiences and understand which one you want to target can do wonders for your digital content engagement. It can also boost your sales (whether digital or physical).


How to Appeal to An Audience

If you want to capture the attention of your target audience and then maintain it, you should learn how to appeal to this specific audience. Here are some valuable tips that might help you.

1. Back-Up Information with Evidence

If you publish a piece of information but don’t give proper evidence to back up your claims or reasoning, it’s unlikely that your content will have much of an influence on anybody. Thus, use relevant examples, real facts, reliable statistics, and proof of past precedents to make your case.

2. Use Rational Reasoning and Argument

No matter what type of audience you may want to target, never make the mistake of taking them for fools or underestimating them. Think of another regular person reading or viewing what you’ve created, and make sure to write, speak, or communicate in a way that will make sense to them.

3. Reveal Both Pros and Cons

Whatever subject you’ve chosen, a biased approach will only get you so far given the unlimited data that are readily available out there - only a click away. So, if you’re planning to give your audience only one side of the coin on purpose, chances are they’re less likely to be too impressed or believe your arguments. 

A better approach is to show different perspectives in your creations and be mindful of the different types of people in your audience.

Key Takeaway

Learning about audiences can help you speak to the right people and connect with the relevant crowd. After all, your audience is your muse, and you must treat it right to ensure it stays with you. Overall, the content you create or publish must deliver value to your audience by appealing to their interests and offering real solutions to their problems. Doing this will build engagement which in turn will lead to more sales.