Instagram is the world’s third most-used social platform. It has gone from being the social media platform for travel pics and food snaps to a full-blown marketing powerhouse.
If you’re a small business owner trying to make your mark on the platform, reaching the right people can feel like shouting into the void. You’re posting, hashtagging, maybe even playing with reels, but the results aren’t exactly knocking your socks off. If that sounds familiar, then you should read on.
Many small businesses know they need to be on Instagram, but they don’t quite know how to make Instagram work for their unique audience.
That’s what this guide is all about. We’re breaking down some solid Instagram audience targeting tips in a way that anyone can understand, even if you’re just getting started with your Instagram marketing journey.
You might think, “Anyone can be my customer, so I want to reach everyone,” But here’s the hard truth: if you try to reach everyone, you end up reaching no one.
Your Instagram target audience is the specific group of people who are most likely to resonate with your message, engage with your content, and ultimately, become your loyal customers.
And when you know who you’re talking to, your entire Instagram presence changes, your content becomes clearer, your messaging stronger, and of course, your results become way better. Here are certified ways to reach your target audience on Instagram:
Keep Your Profile Ultra Optimised
Before someone decides to follow you on Instagram, they first check out your profile to see what you’re all about. So the first step in targeting audience on Instagram is making sure your profile is set up clearly and intentionally.
First off, include your name and username in your bio. If someone stumbled on your content because they liked your niche, this is the quickest way for them to know who you are. People are more likely to follow and engage with someone they can personally connect to, and names do that.
Next, add a short mission statement or your content pillars (what you post about). It does not have to be a big or fancy essay. A couple of lines will do, just enough for someone to know what your page is about and whether it fits what they’re interested in.
Also, list your location. If you’re a Sydney-based cake decorator, put that in. If you’re running a salon in Liverpool, make it known. Being clear about where you’re located helps Instagram show your content to locals. It’s especially important for anyone trying to build a local audience or work with nearby customers, and it’s a foundation of Instagram geotagging for local businesses.
Now here’s a crucial but often-missed tip: include your email address in your bio. Sure, Instagram lets you add a contact button, but it doesn’t always show on desktop. Just pop your email in the text. It makes you accessible, especially to customers and collaborators who want to reach out.
Use Hashtags the Right Way
One of the simplest but most powerful Instagram marketing tips for Sydney local businesses is using the right hashtags. Think of hashtags like digital signposts. They help your content show up in searches and explore pages.
But not just any hashtag will do. You want ones that are relevant to your niche. If you’re a Sydney dog groomer, #dogsofsydney or #sydneydogs could work.
If you’re selling handmade jewellery, something like #australianjeweller or #sydneyjeweller might bring the right eyes to your post. You should make it a habit to always use Instagram hashtags for small business growth that match the kind of content you’re posting.
Don’t overload your caption with 30 random tags. Keep it targeted. Usually, 5 to 10 high-quality, relevant hashtags are more effective than 25 vague ones.
Tag Your Location in Your Posts
Instagram’s geotagging feature isn’t just for showing off where you had brunch. It’s actually a very effective tool for connecting with local audiences. When people in your area search for content or browse posts in a location, tagging your city, suburb, or even a nearby landmark gives your post a better chance of appearing there. If you’re not comfortable tagging your exact street or suburb for safety reasons or any other reason, that’s fine. Go broader. You can tag Sydney, your LGA, or even just “New South Wales.” This is Instagram geotagging for local businesses at work. It helps locals discover your brand without needing to hunt for it.
Speak Directly to Your Target Audience
When creating your content, whether it’s reels, Stories, or carousel posts, you have to directly speak to your audience like you know exactly who they are. This is a golden rule in social media marketing.
Let’s say you’re a nutritionist helping busy mums in Sydney. Start your video or caption with something like: “Hey, Sydney mums, here’s a quick lunchbox hack that saves time and keeps the kids full.” That intro makes it crystal clear who the content is for. If that’s your target audience, they’re going to stop scrolling.
This little trick is what the pros call “calling out your audience.” It’s a powerful way to make people feel seen, and it tells Instagram exactly who your content is designed for.
Dig Into Your Insights
If you’re feeling like you’re posting into the void, this next step’s for you. Head into your Instagram Insights. You’ll find this if you have a business or creator account.Insights show you everything, starting from who’s looking at your content, when they’re online, what posts they engage with, and where they’re from. This data is the bedrock of good Instagram audience targeting tips.
Let’s say you notice most of your followers are women aged 25–34 living in Western Sydney. That info helps you tailor content for that specific group, from language and tone to the type of visuals you use. Over time, these adjustments help you reach even more people like them.
Spy On Your Competitors (Ethically)
Another great means of targeting audience on Instagram in Sydney is to study businesses similar to yours. Check out their posts. Who’s commenting? What content gets the most interaction?
You don’t need to copy their every move, but you can absolutely learn from what’s working. Maybe you notice that a local florist always posts morning reels that get lots of views, or that a rival boutique uses humour and behind-the-scenes content to build a connection. And then use this to shape your own content approach.Even when you’re working with a social media agency in Sydney or a digital agency in Sydney, the competitor accounts and gaps in your niche are often the first thing they’ll analyse:
Build Clear Buyer Personas
Even if it sounds a bit technical, this is simply about knowing who your dream customer is. What do they need? What are they interested in? What problems do they want solved?
Maybe you’re a hairdresser in Inner West Sydney and your ideal client is a woman in her 30s who wants low-maintenance, natural-looking colour. That’s your buyer persona. Everything you post should speak to her specific needs.
Once you start tailoring your visuals, captions, and offers to her lifestyle and preferences, you’ll notice your audience becomes more engaged. This is how to make your social media marketing intentional instead of random.
Work With the Right Partners
Diving into Instagram marketing without the right expertise can be overwhelming. If you want to make sure you’re getting the most out of your efforts, partnering with a digital agency such as Netplanet Digital is a smart move.
Many businesses choose to partner with a social media agency like ours to streamline their content, reach the right people, and see actual results. As a leading digital agency in Sydney, we’ve helped local cafes, eCommerce brands, tradies, and consultants nail their Instagram game without wasting time or money.
We build strategies tailored to your niche, audience, and goals. We specialise in Instagram marketing tips for Sydney local businesses that lead to follower growth to serious engagement, and conversions.
Whether you’re struggling with engagement, unsure what to post, or just need help with content creation, we’ve got you. And yes, we do offer full-service social media marketing, too. Get in touch with our team today, and let’s show your ideal customers exactly where to find you.
