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How To Target Different Customer Segments With Your Content
Alex Garcia
April 11, 2025
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Everyone talks about going viral. Few talk about going targeted. And most brands miss the mark because they treat content like it’s one-size-fits-all. But here’s the thing: you can target different customer segments through organic content alone. No paid ads required.
The trick? Understanding how Instagram’s algorithm actually works. Let’s break it down.
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Here’s what no one tells you about organic content because not enough people know about this…
But you can target different customer segments based on the content you create.
How? IG’s algorithm.
Instagram’s algorithm follows an interested based graph.
For those of you who don’t know what that is it’s an algorithm that focuses on building the feed by analyzing the various interests, preferences, and behaviors of the individual users on the platform.
So, let’s say I consume content centered around marketing, running, dieting, and startup advice. And let’s say that’s the content I primarily engage with…
Then Instagram is going to feed me primarily that type of content on my feed and on my explore page.
This is where targeting with your content comes into play.
Let’s create an example…
Company A = Supplement Company
But let’s say that the company creates supplements for three different customer segments…
Customer Segment #1: Bodybuilding
Customer Segment #2: Hybrid Athlete
Customer Segment #3: Lifestyle/Overall Better Physique
Based on this, we’d look at these customer segments as the majority of people that buy from you and these will be your content buckets.
But then it’s key to rank these based on the customer segments based on:
Purchase Volume & Frequency
Potential To Grow
Based on that data, you’d prioritize which customer segments you’re going to create the most content for.
So, let’s say you’re going to make 30 pieces of content a month then it’d look like this…
P1: Hybrid Athlete | 20 Pieces Of Content | 67%
P2: Bodybuilding | 6 Pieces Of Content | 20%
P3: Lifestyle | 4 Pieces of Content | 13%
The reason for this is because you want the majority of the content targeting the demographic with the most potential to grow and who also have a history of purchasing from you.
But the next layer is key. And we’ll dive deeper into this next week.
But the next layer is attaching content pillars to each content bucket.
Let’s take the Hybrid Athlete again.
It would look like this:
Content Bucket: Hybrid Athlete
Content Pillars:
Athlete Workouts & Breakdowns
Competition Vlogs / Documentaries
Nutrition & Supplementation
Testing Pillar
And this is where the content would do the targeting.
All of this content talks to a specific customer segment who consumes specific content on IG and because they engage with that content you can target people outside of your ecosystem/following by creating the content they engage with.
And you can do this with every customer segment.
If you have questions about this just reply to this email and I’ll shoot you back any and all help.
Appreciate you reading,
Alex G