Lesson 3: Knowing Your Target Audience

Step 1: Know Who You’re Talking To

The first step to creating engaging content is understanding your target audience. Who are you really catering to?

Let’s say you’re a health-focused restaurant based in one of the major Carolina cities — or beyond. Who are you trying to reach?

Think health-conscious foodies who care about clean ingredients, love aesthetics, and are open to spending a bit more to fuel their bodies right. Boom. That’s your audience.

When you know this, your content becomes more intentional. You’re no longer just posting — you’re communicating directly with people who actually want what you offer.

Step 2: Solve a Real Problem for Them

Here’s where so many businesses lose engagement: they’re vague.

You’ll often see posts like “We use high-quality ingredients.” Okay… but what does that really mean? Almost every restaurant says that.

It’s hard to engage with something generic. It doesn’t make you stand out — or earn trust.

Now, here’s a twist: what if you told a story that explains why your food is different?

Let’s say your restaurant avoids seed oils. That’s something your target audience likely cares about — but only if they know it. You could post a behind-the-scenes video explaining why you made that choice, how it affects their health, and what you use instead.

Now that’s specific. That’s valuable. And that’s what gets people to comment, save, share — and show up in person.

Step 3: Create Content That Actually Gets Noticed

So now you’ve got clarity on who you're serving and what sets you apart. But how do you make content that actually gets engagement?

Let’s bring this to the point:
What kind of content gets seen, saved, and shared?

You already got a taste — content that tells a story, shows your values, and speaks your audience’s language.

But there’s more to it. It’s not just about storytelling — it’s about choosing the right formats, delivering value quickly, and building trust over time.

👀 Next lesson, I’ll break down the exact types of content that drive real engagement.

From high-performing Reels to save-worthy carousels and behind-the-scenes posts — I’ll show you what works, why it works, and how to make it work for you.