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What kind of guns are they? It's like the automotive niche where they type of cars you're showcasing will determine your target audience. After all, a classic car enthusiast isn't as likely to want to view certified pre-owned Hondas as a college student would be.
Are they Glocks? Emerging adults, Concealed-carriers, and wannabe-poser gangsters love those.
Are they single action revolvers? Cowboy action shooters, civil war enthusiasts, and those in the quick draw sport prefer those.
Are they percussion guns? Cowboy action shooters, civil war enthusiasts, and pirate lovers might be good to target.
Are they Derringers? Single women who live alone with purses and concealed carriers in general like those.
Are they rifles? Then hunters and preppers might be worth targeting (saying "rifles" is kind of broad, though)
Don't take what I said above as fact, just an example of what kind of research you should be doing.