Can I target specific types of customers?

Targeting decides which reviewers can claim your burn. It's on every Site Burn, including your free one: tick Pick the kind of person who reviews it on the New Site Burn form.

What you can target

• Age — 18–24, 25–34, 35–44, 45–54, 55–64, 65+
• Household income — Under $50k, $50k–$100k, $100k–$150k, $150k+
• Region — US West, US Mountain, US Midwest, US South, US Northeast, Canada, UK / Europe, Australia / NZ
• Business owner — reviewers who run a business themselves (the Biz Owner badge)

• Leave a row empty and anyone qualifies on it.
• Pick several values in one row and a reviewer matching any of them qualifies: 55–64 plus 65+ covers everyone 55 and over.
• Device (desktop or mobile) is set separately on every burn.

How many reviewers match

As you pick, the form shows roughly how many active reviewers match. Under 3, it tells you: few reviewers match, so the burn may wait longer. Loosening one filter widens the pool.

Changing it later

While the burn is still open, open it from your dashboard and use Who can take this burn → Loosen or change. If a targeted burn has had no matching active reviewer for 72 hours, we email you once with a link straight to that editor. We never loosen your targeting for you.

The trade-off

Targeted burns draw from a smaller pool, so they can take longer to be claimed. (The reviewer earns a small Heat Points bonus for taking one.) Target the one or two things that really change how someone shops, and leave the rest open.

Targeting filters reviewer profiles; it doesn't guarantee a particular person. If a burn sits unclaimed, loosen the filter or contact support.