Social Media Strategies to Engage Multicultural Consumers
In the age of social media, political correctness, and social consciousness, it’s important to be inclusive as businesses. It’s even more important to show that inclusivity and engage wider audiences when expanding operations and prospects.
The trick with engaging multicultural audiences and consumers, however, is that it requires special attention and avoidance of stereotypes, damaging information, and ineffective communication.
The best strategies to engage with your target audience and consumers is by:
Dig deeper than just your stats and analytics; look at what qualitative responses, consumer voices, and other indicators that provide you insight into your market. Don’t make assumptions about what they want or how they want it, really ask them, get data, get information, and apply that. The research will also help you understand specifics within your demographics and what their needs are.
Build your overall marketing strategy to be more diverse
If there’s anything worse than being exclusionary, it’s blatant tokenism. People of Color (PoC) don’t appreciate being used as props, but representation is what makes a real difference. One of the best ways to avoid tokenism is to work closely with the groups you wish to connect with, involve them in the marketing process. Our firm prides itself in being one of the top Hispanic ad agencies, with a team that reflects our ethos.
Avoid stereotyping at all costs
Apart from token representation, stereotypes also do more harm than good. If you think using stereotypes in social media marketing content will help it go viral, case in point, these branding mistakes that cost these companies a lot. Why can’t a PoC be a rockstar? Why play on harmful stereotypes based on culture and race that doesn’t benefit anyone?
Don’t hold back from emotions
Emotion is the driving force behind many decisions people make—and while this might be a problem in some cases, as a marketing strategy, emotion is a powerful tool. Use emotion to motivate your audience, show them their stories, or how your brand ties into their heritage, how you’re relatable or what you’re doing to help important causes.
Time-sensitive cultural specific content
Social media is the most powerful real-time marketing platform. If you know a specific cultural event or holiday is around the corner, you can target demographics for whoever that event holds significance. Whether that’s a festival, a holiday or any other occasion, you can share messages, multimedia, offer discounts and offers around them, incentivizing people to choose you.
People want to be heard and seen, and younger audiences that are more tech-savvy depend on social media to decide where they spend their money. From influencers to articles, media, and much more, there are different ways to represent diversity in the work you do.
Learn more about strategizing and creating content with the help of our multicultural marketing agency. Contact us today!
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