# Symph CSaaS Global Ad Demographics 2026
## Platform-Specific Targeting Guide

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## 🌍 Global Market Strategy

**Philosophy:** Philippines-built, globally marketed. Different regions need different messaging, pain points, and trust signals.

### Regional Targeting Tiers

| Tier | Regions | % of Spend | Notes |
|------|---------|------------|-------|
| **Tier 1** | USA, UK, Australia, Canada | 50% | Highest CAC, highest LTV |
| **Tier 2** | Philippines, Singapore, UAE, India | 30% | Growth markets, home base |
| **Tier 3** | Malaysia, Indonesia, Vietnam, South Africa, NZ | 20% | Emerging markets, scale play |

### Filipino Diaspora Targeting

~10M Filipinos abroad trust Philippine-built products and recommend to family businesses back home.

- **USA:** 4M | **Saudi Arabia:** 1M | **UAE:** 700K | **Canada:** 500K | **UK:** 400K | **Australia:** 400K
- **Targeting signals:** Expat interests, remittance behaviors, Philippine media consumption, Tagalog language

---

## 🔷 META (Facebook + Instagram)

### OVERTURE (Dashboards & Analytics)

| Parameter | Targeting |
|-----------|-----------|
| **Age** | 28-55 |
| **Gender** | All |
| **Location** | **Tier 1:** USA, UK, Australia, Canada · **Tier 2:** Singapore, UAE, Philippines · **Tier 3:** India, SEA |
| **Languages** | English (primary), Hindi, Bahasa, Tagalog (secondary) |
| **Detailed Targeting (Interests)** | Business intelligence, Data analytics, Microsoft Excel, Tableau Software, Power BI, Google Analytics, Financial analysis, Business strategy, KPI tracking |
| **Detailed Targeting (Behaviors)** | Small business owners, Technology early adopters, Business page admins, Engaged shoppers |
| **Job Titles** | CEO, COO, CFO, Business Owner, Operations Director, Finance Director, Data Director |
| **Education** | College graduate+ |
| **Income** | Top 25% (where available) |
| **Custom Audiences** | Website visitors (180 days), Video viewers 50%+, Lookalike of demo requesters |
| **Exclusions** | Current customers, Competitor employees (Tableau, Looker, Databox) |
| **Placements** | Feed, Reels (prioritize), Stories |
| **Optimization** | Lead generation / Conversions |

---

### WORKLANE (Workflow & Approvals)

| Parameter | Targeting |
|-----------|-----------|
| **Age** | 28-50 |
| **Gender** | All |
| **Location** | **Global:** USA, UK, Canada, Australia, Singapore, Philippines, India, UAE |
| **Languages** | English, Tagalog, Hindi |
| **Detailed Targeting (Interests)** | Process automation, Project management software, Office administration, Workflow management, Business process improvement, Trello, Asana, Monday.com, Notion |
| **Detailed Targeting (Behaviors)** | Business page admins, Small business owners, Frequent business travelers |
| **Job Titles** | Operations Manager, Office Manager, HR Manager, Project Manager, Admin Manager, Process Lead |
| **Education** | College graduate+ |
| **Custom Audiences** | Website visitors, Lead form openers (non-completers), Lookalike of leads |
| **Exclusions** | Current customers |
| **Placements** | Feed, Reels, Stories |
| **Optimization** | Lead generation |

---

### VECTOR (Project Management)

| Parameter | Targeting |
|-----------|-----------|
| **Age** | 25-45 |
| **Gender** | All |
| **Location** | **Tech hubs:** USA (SF, NYC, Austin), UK (London), Singapore, India (Bangalore), Canada (Toronto), Australia (Sydney) |
| **Languages** | English |
| **Detailed Targeting (Interests)** | Startups, Entrepreneurship, Agile methodology, Scrum, Project management, Productivity apps, Tech startups, Y Combinator, Side hustle |
| **Detailed Targeting (Behaviors)** | Technology early adopters, Business page admins, Online purchasers |
| **Job Titles** | Founder, Project Manager, Product Manager, Team Lead, Engineering Manager, Startup CEO |
| **Education** | College graduate+ |
| **Custom Audiences** | Website visitors, Trial signups (non-converted), Lookalike of active users |
| **Exclusions** | Current customers, Agency competitors |
| **Placements** | Feed, Reels (prioritize Reels for startup audience) |
| **Optimization** | Conversions (trial signup) |

---

### ALIGNLY (HR & People Ops)

| Parameter | Targeting |
|-----------|-----------|
| **Age** | 28-50 |
| **Gender** | All (slight female skew in HR) |
| **Location** | **Global:** USA, UK, Canada, Australia, Philippines, Singapore, India, UAE, South Africa |
| **Languages** | English, Hindi, Tagalog |
| **Detailed Targeting (Interests)** | Human resources, Employee management, Payroll services, BambooHR, Gusto, HR software, Recruitment, Talent management, Remote work |
| **Detailed Targeting (Behaviors)** | Small business owners, Business page admins, Job seekers (for HR professionals) |
| **Job Titles** | HR Manager, People Operations, Office Manager, Admin Manager, HR Director, CHRO |
| **Education** | College graduate+ |
| **Custom Audiences** | Website visitors, HR content engagers, Lookalike of demo requesters |
| **Exclusions** | Current customers, Job seekers (non-HR) |
| **Placements** | Feed, Stories |
| **Optimization** | Lead generation |

---

### CLOCKLANE (POS & Timesheets)

| Parameter | Targeting |
|-----------|-----------|
| **Age** | 30-55 |
| **Gender** | All |
| **Location** | **Retail/F&B hubs:** USA, UK, Canada, Australia, Philippines, Singapore, UAE, South Africa |
| **Languages** | English, Tagalog, Arabic |
| **Detailed Targeting (Interests)** | Point of sale systems, Time tracking software, Payroll, Retail management, Restaurant management, Small business, QuickBooks, Xero, Square |
| **Detailed Targeting (Behaviors)** | Small business owners, Engaged shoppers, Business page admins, Retail business owners |
| **Job Titles** | Business Owner, Store Manager, Finance Manager, Operations Manager, Restaurant Owner, Retail Manager |
| **Industries** | Retail, Food & Beverage, Services, Manufacturing, Hospitality |
| **Custom Audiences** | Website visitors, POS comparison searchers, Lookalike of customers |
| **Exclusions** | Current customers, Enterprise employees |
| **Placements** | Feed, Stories, Reels |
| **Optimization** | Lead generation |

---

### ENCORE (Client Portal)

| Parameter | Targeting |
|-----------|-----------|
| **Age** | 28-45 |
| **Gender** | All |
| **Location** | **Agency hubs:** USA (NYC, LA), UK (London), Australia (Sydney, Melbourne), Canada, Philippines, Singapore |
| **Languages** | English |
| **Detailed Targeting (Interests)** | Marketing agencies, Advertising agencies, Consulting, Client management, Freelancing, Creative agencies, Digital marketing |
| **Detailed Targeting (Behaviors)** | Business page admins, Small business owners, Frequent business travelers |
| **Job Titles** | Agency Owner, Account Director, Client Services Manager, Creative Director, Consultant, Freelancer |
| **Education** | College graduate+ |
| **Custom Audiences** | Website visitors, Agency-related content engagers, Lookalike of demo requesters |
| **Exclusions** | Current customers, Large agency employees (500+) |
| **Placements** | Feed, Stories |
| **Optimization** | Conversions |

---

### THE AGENCY (Custom Software)

| Parameter | Targeting |
|-----------|-----------|
| **Age** | 30-55 |
| **Gender** | All |
| **Location** | **Global:** USA, UK, Canada, Australia, Singapore, UAE, Philippines, India, South Africa |
| **Languages** | English, Tagalog |
| **Detailed Targeting (Interests)** | Entrepreneurship, Small business, Software development, Custom software, Technology, Business automation, SaaS, Digital transformation |
| **Detailed Targeting (Behaviors)** | Small business owners, Business page admins, Decision makers |
| **Job Titles** | CEO, Founder, Business Owner, COO, Operations Director, CTO, Managing Director |
| **Education** | College graduate+ |
| **Income** | Top 25% |
| **Custom Audiences** | Website visitors, Case study page viewers, Lookalike of customers |
| **Exclusions** | Current customers, Developer/agency competitors |
| **Placements** | Feed, Stories |
| **Optimization** | Lead generation |

---

## 🔷 LINKEDIN

### Global Location Strategy

| Tier | Markets |
|------|---------|
| **Tier 1 (highest spend)** | USA (Bay Area, NYC, Austin, Seattle, Boston), UK (London), Australia (Sydney, Melbourne), Canada (Toronto, Vancouver) |
| **Tier 2 (growth)** | Singapore, UAE (Dubai), Philippines (Metro Manila), India (Bangalore, Mumbai, Delhi) |
| **Tier 3 (emerging)** | Malaysia (KL), Indonesia (Jakarta), Vietnam (HCMC), South Africa (Johannesburg, Cape Town), NZ (Auckland) |

### OVERTURE (Dashboards & Analytics)

| Parameter | Targeting |
|-----------|-----------|
| **Job Titles** | Chief Executive Officer, Chief Operating Officer, Chief Financial Officer, VP Operations, Head of Operations, Director of Operations, Data Director, VP Finance, Head of BI |
| **Job Functions** | Operations, Finance, Business Development, Executive |
| **Seniority** | Director, VP, C-Suite, Owner |
| **Company Size** | 11-50, 51-200, 201-500 |
| **Industries** | Technology, Professional Services, Financial Services, Retail |
| **Skills** | Business Intelligence, Data Analysis, Strategic Planning, Operations Management |
| **Groups** | CEO groups, Operations leadership, Data analytics |
| **Company Growth** | Fast-growing companies (if available) |

---

### WORKLANE (Workflow & Approvals)

| Parameter | Targeting |
|-----------|-----------|
| **Job Titles** | Operations Manager, Office Manager, HR Director, Process Improvement Manager, Business Operations Lead, Admin Director |
| **Job Functions** | Operations, Administrative, Human Resources, Project Management |
| **Seniority** | Manager, Senior, Director |
| **Company Size** | 11-50, 51-200 |
| **Industries** | Professional Services, Marketing & Advertising, Insurance, BPO |
| **Skills** | Process Improvement, Workflow Management, Operations Management, Business Process |
| **Groups** | Operations professionals, Process improvement |

---

### VECTOR (Project Management)

| Parameter | Targeting |
|-----------|-----------|
| **Job Titles** | Project Manager, Product Manager, Team Lead, Engineering Manager, Founder, CEO (at startups) |
| **Job Functions** | Project Management, Product Management, Engineering, Entrepreneurship |
| **Seniority** | Entry, Senior, Manager, Director |
| **Company Size** | 1-10, 11-50, 51-200 |
| **Industries** | Technology, Marketing & Advertising, Design, Startups |
| **Skills** | Project Management, Agile, Scrum, Product Management |
| **Company Type** | Startups, Privately held |

---

### ALIGNLY (HR & People Ops)

| Parameter | Targeting |
|-----------|-----------|
| **Job Titles** | HR Manager, People Operations Manager, HR Director, CHRO, HR Business Partner, Talent Manager |
| **Job Functions** | Human Resources |
| **Seniority** | Manager, Senior, Director, VP |
| **Company Size** | 11-50, 51-200, 201-500 |
| **Industries** | Technology, Professional Services, Retail, Healthcare |
| **Skills** | Human Resources, People Management, Talent Acquisition, Employee Relations |
| **Groups** | HR professionals, People ops communities |

---

### CLOCKLANE (POS & Timesheets)

| Parameter | Targeting |
|-----------|-----------|
| **Job Titles** | Business Owner, Finance Manager, Operations Manager, Retail Manager, Store Manager, Restaurant Owner |
| **Job Functions** | Operations, Finance, Accounting, Business Development |
| **Seniority** | Owner, Director, Manager |
| **Company Size** | 1-10, 11-50, 51-200 |
| **Industries** | Retail, Food & Beverage, Hospitality, Manufacturing, Services |
| **Skills** | Payroll, Time Management, Operations Management, Finance |

---

### ENCORE (Client Portal)

| Parameter | Targeting |
|-----------|-----------|
| **Job Titles** | Agency Owner, Managing Director, Account Director, Client Services Director, Creative Director, Consultant, Partner |
| **Job Functions** | Business Development, Client Services, Marketing, Consulting |
| **Seniority** | Owner, Director, VP, Partner |
| **Company Size** | 1-10, 11-50 |
| **Industries** | Marketing & Advertising, Design, Consulting, Legal, Accounting |
| **Skills** | Client Management, Account Management, Business Development |
| **Groups** | Agency owners, Consultants, Professional services |

---

### THE AGENCY (Custom Software)

| Parameter | Targeting |
|-----------|-----------|
| **Job Titles** | CEO, Founder, COO, Operations Director, Managing Director, Business Owner, CTO |
| **Job Functions** | Executive, Operations, Business Development, IT |
| **Seniority** | Owner, C-Suite, VP, Director |
| **Company Size** | 11-50, 51-200, 201-500 |
| **Industries** | All industries (unique workflow pain point) |
| **Skills** | Business Strategy, Operations Management, Process Improvement |
| **Groups** | CEO groups, Founder communities, Business leadership |

---

## 🔷 TIKTOK

### Targeting Matrix (All Products)

| Product | Age | Interests | Hashtag Seeds | Creator Type |
|---------|-----|-----------|---------------|--------------|
| **Overture** | 25-45 | Business, Finance, Entrepreneurship, Data | #BusinessTok #DataVisualization #CEO #Startup | Business coaches, Data creators, CEOs |
| **Worklane** | 25-40 | Productivity, Work Life, Corporate, Office | #WorkTok #OfficeLife #Productivity #Corporate | Office life creators, HR content |
| **Vector** | 22-40 | Startups, Tech, Productivity, Side Hustle | #StartupTok #ProjectManagement #ShipIt #TechTok | Startup founders, PM creators |
| **Alignly** | 25-45 | HR, Career, Workplace, Culture | #HRTok #PeopleOps #Workplace #Career | HR creators, Career coaches |
| **Clocklane** | 28-50 | Small Business, Retail, Restaurant, Finance | #SmallBusinessTok #RetailTok #RestaurantOwner | Business owners, Finance tips |
| **Encore** | 25-40 | Agencies, Marketing, Freelance, Creative | #AgencyLife #ClientWork #Marketing #Freelance | Agency owners, Marketers |
| **The Agency** | 28-50 | Business, Technology, Entrepreneurship | #BusinessTok #TechTok #Startup #Founder | Tech founders, Business coaches |

### TikTok Ad Formats by Product

| Product | Best Format | Content Style |
|---------|-------------|---------------|
| **Overture** | In-Feed, Spark Ads | Executive day-in-life, dashboard reveals |
| **Worklane** | In-Feed | "POV: Your boss asks for status" relatable content |
| **Vector** | Spark Ads, In-Feed | Startup culture, shipping content |
| **Alignly** | In-Feed | HR humor, onboarding tips |
| **Clocklane** | In-Feed | Business tips, "I saved $X" stories |
| **Encore** | Spark Ads | Agency flexes, client management tips |
| **The Agency** | Spark Ads | Build-in-public, custom software stories |

### TikTok Creative Rules

- **Hook in 3 seconds** — Pattern interrupt or lose them
- **30-60 seconds optimal** for B2B educational content
- **Trending sounds + original voiceover** — Hybrid performs best
- **POV format** — "POV: Your boss asks for status update" relatable content
- **No polish** — Raw, authentic content outperforms produced ads

---

## 🔷 REDDIT

### Subreddit Targeting

| Product | Primary Subreddits | Secondary Subreddits | Engagement Style |
|---------|-------------------|---------------------|------------------|
| **Overture** | r/analytics, r/BusinessIntelligence, r/dataisbeautiful | r/smallbusiness, r/startups, r/excel | Answer data questions, share visualization tips |
| **Worklane** | r/productivity, r/smallbusiness, r/sysadmin | r/operations, r/processimprovement | Process improvement advice, workflow tips |
| **Vector** | r/projectmanagement, r/agile, r/startups | r/productivity, r/Entrepreneur, r/SideProject | PM best practices, tool comparisons |
| **Alignly** | r/humanresources, r/AskHR, r/smallbusiness | r/jobs, r/careerguidance | HR compliance tips, people ops advice |
| **Clocklane** | r/smallbusiness, r/restaurateur, r/retail | r/accounting, r/Entrepreneur | Time tracking ROI, payroll tips |
| **Encore** | r/agencies, r/marketing, r/freelance | r/consulting, r/Entrepreneur | Client management, agency operations |
| **The Agency** | r/smallbusiness, r/startups, r/Entrepreneur | r/SaaS, r/technology | Build vs buy, custom software stories |

### Reddit Engagement Rules

| DO | DON'T |
|----|-------|
| ✅ Build karma first (30+ days) | ❌ Shill products immediately |
| ✅ Answer questions authentically | ❌ Copy-paste promotional content |
| ✅ Share insights from experience | ❌ Argue with critics |
| ✅ Admit limitations honestly | ❌ Pretend to be a random user |
| ✅ Use "we built X" transparent framing | ❌ Fake reviews or testimonials |

---

## 🔷 X (TWITTER)

### Account Targeting

| Product | Target Account Types | Hashtags | Content Style |
|---------|---------------------|----------|---------------|
| **Overture** | CEOs, VCs, Data influencers, CFOs | #DataDriven #Analytics #CEO #Dashboards | Insights, threads, data hot takes |
| **Worklane** | Ops leaders, Process nerds, HR | #Automation #Workflows #OpsTwitter #Process | Efficiency tips, before/after |
| **Vector** | Startup founders, PMs, VCs | #ShipIt #Startups #ProductManagement #Build | Shipping culture, PM debates |
| **Alignly** | HR leaders, People ops, CHROs | #PeopleOps #HR #Culture #Hiring | Culture content, HR trends |
| **Clocklane** | SMB owners, Retail, Restaurant | #SmallBusiness #Retail #TimeTracking #Payroll | Cost savings, compliance |
| **Encore** | Agency owners, Consultants, Marketers | #AgencyLife #Consulting #ClientSuccess | Premium tips, client experience |
| **The Agency** | Founders, Tech leaders, CTOs | #BuildInPublic #SaaS #CustomSoftware | Building stories, case studies |

### X Strategy Notes

- **Threads perform** — Long-form content is favored in 2026
- **Reply game** — Engage with target accounts' posts before running ads
- **Build in public** — Share product development stories
- **Personality > brand** — Individual voices outperform company accounts
- **Global audience** — English reaches everywhere; don't geo-restrict unless budget requires it

### X Ad Formats

| Format | Best For | Products |
|--------|----------|----------|
| **Promoted Tweets** | Thought leadership, engagement | All |
| **Video Ads** | Product demos, testimonials | Overture, Vector, Encore |
| **Carousel** | Feature showcases, comparisons | Worklane, Alignly |
| **Conversation Ads** | Interactive engagement | The Agency |

---

## 💰 Budget Allocation

### Platform Split (% of total budget)

| Platform | % | Notes |
|----------|---|-------|
| LinkedIn | 40% | B2B workhorse, highest intent |
| Meta | 30% | Visual storytelling, retargeting |
| X | 15% | Thought leadership, startup audience |
| TikTok | 10% | Discovery, younger B2B buyers |
| Reddit | 5% | Community, long-term trust building |

### Regional Split (% of total budget)

| Tier | % | Markets |
|------|---|---------|
| Tier 1 | 50% | USA, UK, Australia, Canada |
| Tier 2 | 30% | Philippines, Singapore, UAE, India |
| Tier 3 | 20% | Malaysia, Indonesia, Vietnam, South Africa, NZ |

### Quick Reference: Budget Priority by Product

| Product | #1 Platform | #2 Platform | #3 Platform |
|---------|-------------|-------------|-------------|
| **Overture** | LinkedIn (60%) | Meta (30%) | X (10%) |
| **Worklane** | LinkedIn (50%) | Meta (40%) | TikTok (10%) |
| **Vector** | X (40%) | LinkedIn (30%) | TikTok (30%) |
| **Alignly** | LinkedIn (50%) | Meta (35%) | Reddit (15%) |
| **Clocklane** | Meta (50%) | TikTok (30%) | LinkedIn (20%) |
| **Encore** | LinkedIn (50%) | X (30%) | Meta (20%) |
| **The Agency** | LinkedIn (50%) | X (30%) | Reddit (20%) |

### Optimization Cadence

- **Daily:** Monitor spend pacing, pause underperformers (<0.5% CTR)
- **Weekly:** Reallocate budget to winning audiences, refresh creatives
- **Monthly:** Review regional performance, adjust tier allocations
- **Quarterly:** Full strategy review, test new platforms/regions

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*Document Version 2.0 — February 17, 2026*
*Global Targeting Update — Ready for campaign setup*
