Different demographic groups favour different platforms and types of content.
Understanding this is the key to reaching target audiences.
Knowing your target is only one part of the journey; you also need to know where you can reach them.
Traditional media is becoming less popular, while TikTok is making significant gains in penetration – but people spend on average less than 30 minutes using the app each day.
So how can brands effectively capturethese shifting trends?
Each generation has different needs and preferences, so they also consume different media, and in different ways. Planning the right media mix is a must to increase purchase intention and – ultimately – sales revenue. Generally, young singles and couples who use Instagram and TikTok will spend most on FMCG via these platforms, while Line and YouTube are preferred by the silver generation.
To target consumers better, understanding the content they’re interested in is vital. On YouTube, drama, concerts and cooking content is the best way to reach young couples and singles. To trigger their interest while also achieving higher reach, brands should focus on travel and fashion content, which is their preference. To choose the right form of content, brands must be clear on their objective for spending on ads: whether it’s to drive engagement or awareness, or to generate real sales.
