Demographics Versus Psychographics: Motivating Your Audience

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By Courtney Moser

Do you know who you’re talking to online?

Unlike an in-person conversation, it isn’t always clear who your message is reaching on the internet. Putting a face to that digital name can be extremely helpful for marketers and brands trying to cultivate an authentic connection with their consumers. To do this, we typically look at demographics.

“Authenticity comes from research – really clearly identifying who your target audience is,” Jamie Reardon, founder of Find Your Influence, says. “Dialing in on demographics can help you determine which influencers reach your target audience.”

Audience demographics are the age, gender, ethnicity, location and other statistical data of consumers. It’s the hard facts behind those names online – information you may gather for an email campaign or target marketing purposes. In an influencer marketing campaign, we typically look at demographics to determine which influencers can help us reach the right audience. Contrary to popular belief, however, demographics don’t provide the full story.

To understand your audience and how to motivate them to click or purchase, you should look at psychographics as well. In the simplest terms, “Demographics explain ‘who’ your buyer is, while psychographics explain ‘why’ they buy.” Both demographics and psychographics can help your brand create buyer personas to better hone in on your audience and market more effectively – and ultimately find the quickest path to conversion.

“Marketers are used to thinking and speaking in demographics … But psychographics, which measure customers’ attitudes and interests rather than ‘objective’ demographic criteria, can provide deep insight that complements what we learn from demographics,” as this Harvard Business Review article said.

How can you use demographics and psychographics to improve your influencer marketing campaign and motivate your audience? Hubspot provides an excellent example of how you can break down this information and use it to your advantage to build buyer personas.

Demographic information:

  • Female
  • Age 45
  • Married with two children

Psychographic information:

  • Wants a healthy lifestyle, but doesn’t have much time
  • Big fan of Pinterest, browses online in the evenings
  • Favors quality over economy

As you can see, both demographics and psychographics offer a lot of valuable marketing insight. Although acquiring demographics has typically been easier, the ever-advancing internet is putting more psychographic data in reach.

Today’s analytics can help you pinpoint the reasons consumers are searching, reading or buying specific things. Interviewing existing clients and asking them about their likes and needs, and purchasing thought process, is also a good way to gain more psychographic insight. After all – if you know who is buying, don’t you want to know why?

Please share your thoughts on demographics and psychographics in the comments below. And feel free to reach out to the Find Your Influence team with any questions.

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