Audiences — Who Your Content Is For

An audience is one group of people your brand talks to, like Local families or Weekend runners. Some people call it a persona or a customer profile. For each audience you can describe who they are, what they care about, what bothers them and how they buy.

Audiences help you and the AI keep content relevant:

• The AI writes for them. It reads your audiences when it creates designs, documents, blogs, emails and transcripts.
• Pillars are linked to them. Each content pillar can say which audiences it’s for.
• Your team shares one picture of who the customer is.

You’ll find them on the Audience tab at the top of any brand page, under Brand Audiences. During setup, you need at least one audience. See The setup checklist.

Quick start (5 minutes)

1. Open the Audience tab.
2. Click New Audience.
3. Type an Audience Title, like Local families. Click Create Audience.
4. On the new audience’s card, click the three-dot menu and choose Edit.
5. Fill in Age Range, Gender and Interests and Hobbies.
6. Click Save at the top of the card.

Example: a bakery creates Local families. Age Range: 30–45. Gender: Female 65%, Male 35%. Interests and Hobbies: weekend baking with kids, farmers markets, school events.

Create an audience

1. Click New Audience.
2. In Create New Audience, type an Audience Title, like Young professionals or Office managers.
3. Click Create Audience.

The audience appears as a card with its title and Target demographic analysis underneath. Click the title, or Expand details, to see its sections.

Each title can only be used once per brand.

Fill in an audience

1. Click the three-dot menu on the audience’s card and choose Edit. The card opens and its fields become editable.
2. Fill in the fields you know. You can rename the audience at the top too.
3. Click Save at the top of the card. Or click Cancel to throw away your changes.

Fields come in two kinds:

• Text fields: type a short description.
• Percentage lists: a list of items, each with a share. For example, Gender: Female 60%, Male 40%.

Add to a percentage list

1. While editing, click the + under the field.
2. Type the item, like Instagram, and its share, like 70.
3. Click the bin icon on a row to remove it.

When you’re not editing, the list shows like Instagram: 70%.

Good to know:

• Shares don’t have to add up to 100%. Use them as a rough guide.
• Give each row its own name. Two rows with the same name are saved as one.
• Empty fields show Not specified. Everything is optional except the title.

The audience sections

Each audience has four sections.

Demographics: who they are.

Psychographics: what they care about.

Challenges and Pain Points: what bothers them and what they want.

Behavioral Data: how they buy and what they watch.

Edit or delete an audience

• Edit: click the three-dot menu on the card and choose Edit. Make your changes and click Save.
• Delete: click the three-dot menu and choose Delete Audience, then Delete to confirm. This can’t be undone. The audience is also removed from any pillars it was linked to.

Link audiences to pillars

Linking an audience to a pillar says which of your themes are meant for which people. You do this on the Pillars tab:

1. Open the pillar’s ⋮ menu and choose Edit pillar.
2. Click the three-dot button next to the audience tags and pick the audience.

See Content Pillars.

Example: a physio clinic links Weekend runners to its Injury prevention pillar, and Office workers to Desk posture. An AI design made from a Desk posture idea then writes for office workers.

How the AI uses your audiences

• When the AI writes designs, documents, blogs, marketing emails and transcripts, it reads each audience’s title, Age Range, Gender and Interests and Hobbies.
• When Orsa AI looks up your audiences, it also reads their income, locations, industries, sub industries, education level, product or service usage, values, pain points, desired outcome, buying pattern, content habits, preferred content types and channels.
• AI designs made from an idea use only the audiences linked to that idea’s pillars. AI designs with no idea, or an idea without sub-pillars, use all your audiences.

Changes can take up to 15 minutes to reach Orsa AI and the AI tools.

Suggestions from your website

During setup, if Orsa read your website and you have no audiences yet, you’ll see AI Generated Audience Available. Click Preview to see it, then Use This to create it. Review it afterwards and fill in anything missing. See Set Up Your Brand from Your Website.

Ideas for using audiences

One business, several kinds of customer. Make an audience for each group that needs a different message.

Example: a gym has New year starters (25–40, want a routine, worried about feeling out of place) and Seasoned lifters (20–35, want progress tracking, annoyed by crowded racks). Its Beginner tips pillar is linked to the first, Strength programming to the second.

A B2B brand. Use Industries and Sub Industries to say which sectors you sell to, and Common Pain Points for the problems you solve.

Example: a bookkeeping firm creates Trades business owners. Industries: Construction 60%, Home services 40%. Common Pain Points: chasing invoices at night, dreading tax season.

An agency checking it understands a new client. Fill in the audiences with the client, then use them as the brief for every piece of content.

Example: a freelancer fills in Harbor Books’ audience Book club regulars with the owner in a 20-minute call, including the Desired Outcome find the next book everyone will talk about.

Tips for the best results

• Start with the four fields the AI always reads. Title, Age Range, Gender and Interests and Hobbies reach every AI writer.
• Name audiences clearly. The AI sees the title, so Weekend runners says more than Audience 1.
• Be specific in pain points. “No time to cook on weekdays” gives the AI a hook to write to. “Busy” doesn’t.
• Keep it to a few audiences. Two to four well-described groups are more useful than ten thin ones.
• Link audiences to pillars. AI designs made from an idea only use the audiences linked to that idea’s pillars, so an unlinked audience is left out there.
• Give it a few minutes. Changes can take up to 15 minutes to reach Orsa AI and the AI tools.

Common questions

I get “Audience with this title already exists!”. Another audience in this brand has that title. Pick a different one.

I have an audience called “Brand audience” with a number. An older attempt to create an audience couldn’t set its title. Edit it and give it a unique title, or delete it.

I can’t edit the fields. Click the three-dot menu on the card and choose Edit first. Fields become editable and Save appears at the top of the card.

My changes disappeared. Changes only save when you click Save at the top of the card. Cancel, or leaving the page while editing, throws them away.

I don’t see AI Generated Audience Available. It only shows during setup, when Orsa has read your website and you have no audiences yet. Create one by hand with New Audience.

The Audience tab still isn’t ticked in setup. You need at least one audience. Click New Audience and create one.

I can’t find the Audience tab. It isn’t in the sidebar. Open your brand’s Info tab and click Audience in the tabs at the top of the page.