How I was Personally Targeted Through Social Media

I can remember the exact day I was targeted. It was a weirdly sunny day in January, and my cousin had approached me asking if I would be interested in an exercise class she had recently become obsessive over. This class was known as, “SoulCycle.” Of course I had heard of it, being a college-aged girl in Boston, but never quite paid it any attention. I agreed reluctantly because she said the class we would be doing was Taylor Swift themed, and everyone knows I can’t pass up anything Taylor Swift themed.

Before agreeing, I skimmed their app and social media page. Bright colors, modern clothing, instructors I wanted to look like, and absurdly expensive prices. I was ready for the social media marketing scam of a lifetime to intrude on my bank account.

Social Media Influencer, Gretchen Geraghty, poses in front of SoulCycle

Not only does SoulCycle have a powerful marketing team, but they understand their audience more than I even understand myself. They target people with the use of psychology, making one spend thirty-two dollars for one class without even thinking twice. The buyer persona for someone who would do SoulCycle is a younger person who is immersed in social media and who also views themselves as healthy and goal oriented. Most young professionals and college students, especially females, fit this mold. Due to this, SoulCycle has placed their studios in wealthy parts of urban areas, usually near colleges and universities, making it convenient and easy for one to stop by after class or before a work shift. 

Most college aged girls love posting what they are doing to social media in order to romanticize their rather ordinary life. SoulCycle has multiple places for photo-ops, which can lead to some people spending thirty-two dollars for an Instagram story. For me, although I loved, and still love the feeling the actual class and community brings me, the strong social media presence has added a lot to my experience. 

My own personal photo-op, March 5 2020, via @Stephstagram.s

The people who run the SoulCycle Instagram are so well-versed in their target audience, that each post seems relevant to my life, and I know this is also true for other consumers who are similar to myself. They have partnered with Lululemon, an insanely popular legging and athleisure brand, and have themed classes based on the most popular artists every week that they advertise through their social media. The instructors work to build close bonds with their customers, and all have beautiful and aesthetically pleasing Instagram pages that also make your relationships with the brand seem more personal. 

Another large thing that SoulCycle does, is they play on the astrology fad a little too well. People my age love justifying their actions with their zodiac sign, and every zodiac season SoulCycle will post a dedication post to that specific zodiac sign and its relationship with SoulCycle. I eat this up. An amazing marketing trend to target those born in the 90s and beyond.

My own zodiac sign getting some representation on the SoulCycle insta

As someone who is a Marketing major, I find what SoulCycle has done to be incredibly inspiring and a marketing structure that many brands should follow. They know their audience, they utilize social media and technology to build long-lasting customer bonds, and continue to follow internet trends that increase their customer base.