The target audience consists of women between 18 and 30. I chose this target group because women are often the ones that get affected by social media easier and also spent more time on it. The women can be in different love situations, single, in a relationship or married, do not have any children yet, but might be in the position to plan on becoming mothers soon. They have had higher education and are therefore more likely to rethink behaviour patterns. They earn enough money to be able to afford more vacations each year, not the most luxurious holidays. Still, they rather want to go on more adventures than spending all their money on one expansive vacation. 

Furthermore, they are at an age where you start to rethink your behaviour. While it seems reasonable to just post about everything while you are still a teenager, people around their 20s think about what really should be shown publicly and how important it is to oneself to let everyone know how great your life is going. They are most likely to have had social media accounts for several years now because the different platforms grew more prominent when they were in their teenage years. Therefore they have seen the changed that took place in the last years. In addition to that, they are easily influenced by different celebrities and influencers on Instagram and have been following product recommendations often.