With the sweeping rise of short-form content and rising screen times, many brands feel pressured to churn out rapidly created content that can reach a widespread, diverse audience. In the process, some fall into the trap of overproducing irrelevant content or losing sight of their audience base.
As many consumers are now opting to conduct their research on AI bots like ChatGPT that rely on context to provide recommendations, a specified, targeted media plan is more important than ever. We’re here to provide some quick tips on how to approach the changing media landscape.
Refining Your Target Audience
Knowing your audience is core for any marketing team when creating targeted content. But today, consumers are expecting a personalized experience when exploring the online marketplace. Not only do you need to understand the demographics of your target audience, but also the needs that drive their consumer behavior.
For example, a potential customer might prompt an AI Bot: what state university is the best fit for a casual soccer player? If you have written copy that clearly elucidates that you are a state university with a casual club soccer team, you’re way more likely to rank in the bot’s response. This is especially true if reviews of your school have enforced the excellence of that particular program. If you’re looking to build a strong following around your unique product or organization, amending this element of your branding is a great start.
Being Conscious of Tone
Every social media comes with its own vernacular. TikTok, a younger-skewed platform, seems to encourage content that takes an informal, peer-to-peer angle. While this can be beneficial for brands that are backed by a clearly defined personality — such as Duolingo or Rhode skin— it can also detract from a brand that does not currently employ that same marketing tactic.
Creating TikToks that stray away from the typical tone of your content can present problems when it comes to overall brand identity, confusing and diluting audience engagement. Consumers want to identify with something that aligns with their own personal brands, and don’t want to have to worry that their favorite companies will fall out of line with their expectations.
Standing Out Online
With artificial intelligence enhanced platforms like Canva and Capcut now easing the burden of creating digital media, even extensively produced content is becoming commonplace. In order to stand out in a world of short-form, eye-catching media, it’s important to stay true to your branding guidelines while still keeping up-to-date on trends that may fall in line with it.
Now more than ever, it is critical to have a dedicated person or team that is focused on social; gone are the days where social can be viewed as a ‘nice-to-have’ or just casually managed. If committing to an internal team seems overwhelming, outsourcing your digital presence to a social media agency or a custom media team for a particular campaign, or to revamp your overall strategy, is a great way to stay ahead of the curve and enhance your presence online.
Where Tangible Strategies Come In
While the global shift toward digital news is undeniable, post-pandemic trends tell a different story for print. Consumption of print books is up 6%, magazines 9%, and catalogues 8%. These numbers prove there’s still strong demand for beautifully produced physical media, especially in a world where ownership becomes part of personal identity and share-worthy moments online.
Cutting back on print may seem like an easy cost-saving measure, but strategic print initiatives can amplify both circulation and brand prestige. For brands that lean into a tone of exclusivity or luxury, print isn’t just relevant, but rather a powerful differentiator.
Next Steps for your Brand
Before diving into branding and content creation, define your audience and understand the messaging that motivates them. Be clear on the impression you want to leave and the brand personality you want to convey.
Whether you feel compelled to hop on TikTok or start publishing a quarterly magazine, Washingtonian Custom Media has you covered. We’d love to discuss your brand’s goals and determine how we can best help serve you and your consumer base.