Demographics vs. Psychographics: Finding Your Tribe on Facebook Ads
If I told you I was targeting a 'Male, born in 1948, grew up in England, wealthy, married twice, loves dogs,' you might think I am targeting Prince Charles. But that description also fits Ozzy Osbourne. This is why demographics (age, gender, location) aren't enough. You need Psychographics.
Psychographics aren't about who they are; they are about why they buy. It covers their values, their fears, and their lifestyle.
Demographics ( The Outside)
This is the easy stuff: Age, Gender, City, Job Title. This helps you filter out people who literally can't buy your product (like targeting men for a women's vitamin).
Psychographics (The Inside)
This is the gold. Does your customer value convenience or bargains? Do they want to look rich or do they want to be eco-friendly?
Two women might both be 30 years old (Demographic), but one shops at Whole Foods and the other shops at Dollar General (Psychographic).
Writing for Psychographics
Your ad copy needs to speak to their values.
For the Eco-Friendly Buyer: 'Save the planet with every wash.'
For the Bargain Buyer: 'Get the most bang for your buck.'
Stirling Gets It
Stirling allows you to input the 'Vibe' or tone of your ad. You can generate one ad for the bargain hunter and one for the luxury buyer in seconds, allowing you to hit both psychographics easily.
