Are you missing the "cohort edge" in your content strategy?
It’s not about demographics anymore…
Creating content for "18-35-year-old males"? That’s old-school.
The real game is in laser-sharp audience targeting… the kind that feels like your content was custom-made for someone’s mind.
You’re not just competing for views anymore... You’re fighting for attention in a sea of noise.
Here’s what GaryVee’s “Day Trading Attention” taught us about cohorts:
1. Define Cohorts with “Teeth”
Don’t go generic… Instead of “millennials who love fitness,” think “25-30-year-old gym enthusiasts in Bangalore tracking macros and wearing athleisure.”
Specificity beats assumptions every time.
2. Treat Cohorts Like an Accordion
Audience interests are dynamic… Keep expanding and contracting your cohort definitions based on real-time engagement… Your data is your GPS.
3. Blend Business Goals with Cohorts
Say your product clicks with “moms aged 27-35 in Ahmedabad”... Take it a step deeper: target “moms practicing yoga while running small home businesses.”
4. Volume Matters
The more cohorts you define, the sharper your relevance. Broad cohorts dilute messaging... Niche cohorts amplify impact.
5. Cohorts Are Multifunctional
Good content transcends silos… A post targeting “Gen Z entrepreneurs in tech” might also inspire “side hustling moms in Pune.”
6. Let the Algorithm Explore
Define narrow cohorts but let platforms like Instagram or TikTok surprise you... Algorithms often connect you to unexpected audiences.
7. Go Beyond Demographics
Dive into psychographics, cultural trends, and subcultures... Are you targeting vegan foodies, sneakerheads, or weekend trekkers?
Follow JorrDaar Couple on Instagram, Substack & YouTube for actual live content.
Building content isn’t just about making noise… It’s about being relevant, being seen, and being remembered.
For every piece of content you post, ask yourself:
👉 Who am I speaking to?
👉 Does this content fit into their daily narrative?
👉 How does it add value to their life?
This is the difference between a post that gets scrolled past and one that stops thumbs mid-swipe.
Now, imagine creating 30 cohorts for your business… each tailored, each precise, each powerful.
That’s how you move from “meh” to magnetic.
So the real question is:
How sharp are your cohort strategies?
Here’s how we have created 10 highly detailed cohorts for the JorrDaar Couple brand:
These are designed to resonate deeply with specific audiences through personalized and context-rich content. We will keep adding more or will keep removing few as & when required depending upon data analysis in future based on Strategic Organic Content.
1. Newly Engaged Couples in Their Late 20s Who Love Bollywood
Characteristics: Recently engaged couples, typically aged 27-30, who are planning their wedding and inspired by Bollywood love stories.
Interest Points: Bollywood romance references, wedding planning tips, pre-wedding photoshoot ideas, proposal stories, “filmy” relationship advice.
Content Angle: Use Bollywood dialogues, romantic movie scenes, and references to make relatable content. For example, reels using famous Bollywood lines like "Mere Khwabon Mein Jo Aaye" to share wedding dreams and fantasies.
2. Married Couples in Their 30s Balancing Kids and Careers
Characteristics: Couples with young children, juggling family responsibilities and professional lives, trying to keep romance alive.
Interest Points: Tips for finding quality couple time, parenting hacks, balancing love with family, managing finances as a couple, home organization.
Content Angle: Focus on relatable struggles and solutions, like “date night ideas for tired parents” or “5 ways to keep the spark alive after kids.” Use playful humor and reality-based scenarios like “expectations vs. reality of romance after kids.”
3. Millennial Long-Distance Couples Navigating Virtual Love
Characteristics: Couples in long-distance relationships, ages 25-35, using technology to stay connected.
Interest Points: Creative virtual date ideas, managing communication, trust-building in long-distance, dealing with time-zone challenges.
Content Angle: Create relatable content like “5 struggles only long-distance couples get” or “how to feel closer even when miles apart.” Incorporate tech tools (Zoom, FaceTime, Instagram) that they can use to stay connected, with a bit of humor on the ups and downs.
4. Gen Z College Sweethearts Living for the ‘Couple Goals’ Tag
Characteristics: Young couples in college, aged 18-22, who are heavily invested in social media trends and capturing “Instagrammable” moments together.
Interest Points: Cute couple challenges, TikTok trends, coordinating outfits, sharing their “meet-cute” stories, planning for future milestones.
Content Angle: Use fun, interactive content like “couple goals challenges” or “date ideas under ₹500.” Include tips on taking the perfect couple selfie and playful reels that reflect their obsession with creating “couple goals” content.
5. Traditional Indian Couples Married for Over 10 Years and Focused on Family Values
Characteristics: Couples in their late 30s to 40s who prioritize family, tradition, and cultural values, often with children and extended family responsibilities.
Interest Points: Family-centric celebrations, relationship advice rooted in cultural values, respecting elders, raising kids with Indian values.
Content Angle: Focus on tradition and culture, like “how to make your partner feel loved in a joint family” or “ways to celebrate anniversaries with family.” Include cultural references, such as Indian festivals and how they impact couple life.
6. Young Working Professionals in Live-In Relationships in Urban Cities
Characteristics: Millennials or Gen Z couples in live-in relationships, typically in their mid-20s to early 30s, balancing career growth with personal relationships in cities like Mumbai, Delhi, or Bangalore.
Interest Points: Relationship tips for live-in couples, managing finances together, dealing with societal judgment, interior design for shared spaces.
Content Angle: Focus on modern relationship dynamics, with posts like “how to make a live-in relationship work in a traditional society” or “budget-friendly decor tips for your first shared apartment.” Incorporate urban lifestyle nuances like finding quality time amid the hustle.
7. Couples on the Verge of Their First Anniversary and Nostalgic for Their Dating Days
Characteristics: Recently married couples, ages 25-35, celebrating their first year of marriage and reflecting on their journey.
Interest Points: Anniversary celebration ideas, romantic gestures, keeping romance alive post-honeymoon, looking back on dating memories.
Content Angle: “One year down, forever to go” themes with a focus on recreating dating moments. Content like “ways to keep that dating spark alive after marriage” or “how to celebrate your first anniversary without breaking the bank” could resonate.
8. Second Marriage Couples in Their 40s and 50s Seeking a Fresh Start in Love
Characteristics: Individuals in midlife, experiencing love again, often with children from a previous marriage.
Interest Points: Blending families, finding joy in a second marriage, mature relationship advice, managing past relationship baggage.
Content Angle: Empowering content that highlights themes of renewal and hope, like “starting fresh in love: what’s different the second time around” or “how to bring together two families with love and patience.” Tackle topics sensitively, acknowledging the unique challenges they may face.
9. Couples in Their 30s-40s Looking to Spice Up a Routine Relationship
Characteristics: Married couples who have been together for years, feeling the relationship has become predictable and wanting to add excitement.
Interest Points: Ideas for adventurous date nights, re-sparking romance, managing relationship boredom, small surprises for partners.
Content Angle: “Revive your romance” themes with content like “ways to spice things up in a long-term relationship” or “date night ideas to make your heart race again.” Use humor to reflect on the everyday monotony and encourage couples to step out of their comfort zone.
10. Couples Preparing for Parenthood and Navigating the Transition from ‘Us’ to ‘Family’
Characteristics: Couples expecting their first child, typically in their late 20s to mid-30s, excited and anxious about parenthood.
Interest Points: Pregnancy tips for couples, preparing emotionally for a baby, balancing romance with new responsibilities, “last hurrah” date ideas.
Content Angle: Relatable content on the upcoming changes, such as “how to make the most of your last few weeks as just us” or “5 ways to stay connected as a couple once baby arrives.” Include humorous touches on pregnancy cravings, baby shopping, and anxieties about the future.
These detailed cohorts will allow us to create highly specific, engaging, and relatable content for a wide range of relationship stages, cultural contexts, and generational values within the Indian context for JorrDaar Couple brand.
Each cohort speaks to unique experiences, challenges, and aspirations, enhancing the potential for meaningful engagement and building a loyal community.
Hope this was a valuable read & with that said: I will see you tomorrow :)
Follow JorrDaar Couple on Instagram, Substack & YouTube for actual live content.