This insights post is a summary of the blog post published by LF Channel. View the full insight at: Which communication channel is advisable according to your type of audience.
We live in a hyperconnected ecosystem where the audience’s attention is the most valuable asset. In this context, knowing what communication channels are available and choosing the most adequate to communicate with our target audience is a strategical matter, but also a need to ensure our message is not lost in the digital noise.
The key principle is clear: no channel is better than other, only more effective according to the audience we are addressing. That is why it is essential to identify the ideal channel depending on the profile of your audience and the kind of message that you want to convey.
Why is it key to pick a channel based on the audience?
With so many options available, not everyone consumes information the same way. Some prefer reading an in-depth article on LinkedIn; others, watching a thirty-second video on Instagram or TikTok. For some audiences, they prefer receiving a newsletter on their inbox with a compilation of relevant data from a topic they are interested in. Knowing your audience’s consumption habits is the first step to creating a communication strategy.
Communication channels according to your target audience
If the strategy is not well focused, it can generate disinterest or even rejection. However, getting the channel right does not only improve and amplify the reach and engagement of your brand, but also strengthens your positioning.
For some types of audiences, there are some general rules where you the best likelihood to connect with them:
Young audiences (Gen Z and millennials):
- Digital native audiences, used to a quick and visual consumption of content.
- Recommended channels: Instagram, TikTok, YouTube, Twitch.
General or intergenerational audience
- Diverse in terms of age, interests and digitalization level.
- Recommended channels: Facebook, YouTube, general media, where you can get presence and visibility through PR.
Professional audiences and B2B
- An audience that uses some channels with professional goals, wants expert knowledge, high-value content in their sector and, in many cases, hold responsibility positions in business choice-making.
- Recommended channels: LinkedIn, email marketing, vertical media (specialized), webinars.
Current or potential clients interested in your products/services
- Consumers who already know or are considering your brand and value direct contact and useful information.
- Recommended channels: email marketing, WhatsApp Business, landing pages, chatbots, social media.
To get more insights about all of these groups including ideal format and types of messages, explore the full article at: Which communication channel is advisable according to your type of audience.
