Level 3 Digital Marketing Bootcamp – Exeter College
Riverford Organic Farm Demographic vs Psychographic
Demographic VS Psychographic
Demographic
- Male and Females
- Age: 20+
- Families and Singles
- Employed and Self-employed
- Income £10,000+
- Homeowners and partially off-grid dwellers
Psychographic
- Values eating responsibly sourced foods, healthy eating
- Vegans and vegetarians; however, carnivores also value responsibly sourced fruits and vegetables
- May have attempted to grow their own produce or also enjoys growing their own produce
- ‘Outdoorsy’ people
- Interested in animal and insect welfare
Positive Birth Company
Summary: A company promoting hypnobirthing and postpartum care.
Current platforms used: YouTube; Instagram; Facebook & TikTok.
Content used: Hypnobirthing course videos and support, pictures of birthing mothers and babies, birth stories, pregnancy and postpartum tips and advice.
85k followers on YouTube
227k followers on Instagram
36k likes and 84k followers on Facebook
4023 followers on TikTok
Lots more engagement (likes) on Instagram, but not so many on Facebook. More comments on Facebook posts than the Instagram posts and comments are responded to.
Customer profile: Women who are pregnant starting to think about their birth, occasionally men. Possibly a second pregnancy after a traumatic birth. Alternative individuals who don’t want interventions or drugs. Early 20-40s. Enjoys yoga and being outdoors. Middle class. Living in all areas.
