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.
At LF Channel we are clear about it: no channel is better than other, only more effective according to the audience we are addressing. That is why it is key 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?
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; and some others, 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.
Here are some hints about the types of audiences you might find and the channels they connect with the most:
Young audiences (Gen Z and millennials)
Digital native audiences, used to a quick and visual consumption of content.
- Recommended channels: Instagram, TikTok, YouTube, Twitch.
- Ideal format: short videos, real-time content, challenges, memes.
- Type of messages: to connect with these generations, authenticity and creativity must be your priorities.
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.
- Ideal format: explanatory videos, attractive audiovisual content, interviews, educational articles, press mentions.
- Type of messages: use direct and clear language and avoid technicisms.
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.
- Ideal format: in-depth articles, whitepapers, interviews, posting success cases.
- Type of messages: go for valuable content and thought leadership. This profile values experience, knowledge and proven sources. A more technical content does belong in the channels that this type of audience uses.
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.
- Ideal format: personalized messages, promotions, demonstrations, tutorials.
- Type of messages: prioritize immediacy, usefulness and content personalization.
Practical example for a consumer technology brand
Imagine a consumer technology brand drops a new wearable with sports and health features. Your target audience are people between 25 and 40 years old, active, interested in technology and well-being.
Which channels would we use?
- Instagram and TikTok to show how to use the product through reels/short videos, collaborations with influencers and content that promotes interaction.
- We can complement the strategy with YouTube, creating more in-depth content, such as reviews.
- To foster trust, we will send press releases to media and consumption and lifestyle sections, as well as carrying out product shipments to obtain reviews.
- With user loyalty as our goal, we develop an email marketing strategy with exclusive content and personalized discounts.
This way the brand informs, builds a community, gains visibility and generates conversion.
Want to see a practical example of how we chose channels according to the audience we want to reach? You can leeread about how we did it for Avast, the famous antivirus, who needed to put in place a campaign to raise awareness for a general audience.
Your brand’s message may be brilliant, but if it does not reach the correct audience, at the right time and in the right format, it will get lost along the way.
As we have seen, there is no universal star channel: the effectivity of your communication will depend on how much you know your target audience and how you adapt your tools to their habits, expectations and needs.
To achieve that, you must design personalized communication strategies, created to connect with your audience, wherever it may be. Every brand has a story to tell, but you must know where and how to tell it.
At LF Channel, we know that an effective communication strategy starts with listening and understanding your audience. That is the only way to pick the most adequate channels, optimize messages and achieve an authentic connection with the people who you want to impact. If you need any help defining your multichannel communication strategy or want to identify the most effective channels according to your audience and don’t know where to start, we can help you. Shall we connect?
