Channels of understanding:

Using the right communication channels

How to match different target groups with different communication channels

Matching different target groups with appropriate communication channels involves understanding the characteristics, preferences, and behaviors of each group, and then aligning those with the strengths of various channels. The first step is always knowing your audience – we must identify who are we talking to, who are we inviting, trying to engage, trying to influence. With this exercise, we also make sure to identify and know who the main stakeholders are. Here’s a step-by-step guide on how to do this effectively:

1. Identify Target Groups:

 

Demographics

Psychographics

Behavioral characteristics

Age
Gender
Income level
Education
Household situation etc

Interests
Values
Attitudes
Lifestyles

Learning
behavior
Preferred communication styles 

 

Some of this information might be challenging to have or inquire about, but we can always keep an awareness of the research that is available and relevant and try to build the profile of our target groups more accurately.

After the very first step of identifying who are target audience will be, the process takes us to analysis and matching. 

2. Check Communication Preferences:

We don’t need to assume what would be the best channel, we can always ask our target audiences what they would like or prefer. A combination of inquiry and analytics is a useful approach here. What you can do: 

  • Surveys: Conduct surveys or gather feedback to understand which channels each group prefers.
  • Data Analytics: Use website analytics, social media insights, and email marketing data to see which channels are most effective with different segments.

Here is an overview of the key communication channels and reasons why some audiences prefer them. We shouldn’t forget that as an YO we are likely to have audiences/stakeholders of different demographics and other characteristics, thus we need to address them all and the channels might be different.

3. Match Channels with different audiences:

 

Type of audience

Channels

Reason for preference

Younger Audiences

Social media platforms (Instagram, TikTok, Snapchat),
instant messaging (WhatsApp, Messenger), video content (YouTube, TikTok).

These channels are popular among younger demographics due
to their visual nature, interactivity, and ability to follow trends. These
channels are also constantly innovating to stay relevant and up-to-date with audiences interests and preferences.

Middle-Aged Adults (35-55)

Facebook, LinkedIn, email newsletters, blogs, podcasts.

This target audience often uses social media for
networking and information, values detailed content, and prefers platforms
that offer professional and personal updates. These channels provide slightly
slower-paced, informative environments for communication and engagement.

Older Adults (55+)

Email, Facebook, traditional media (newspapers, radio),
direct mail.

 

Older demographics tend to prefer more traditional and
familiar communication methods and platforms. They balance their intake of
information and are not preoccupied with constant interaction or trends.

Professionals and B2B

LinkedIn, email promotion, industry blogs, webinars, white
papers.

 

Professionals look for in-depth, informative content and
networking opportunities on platforms that support their professional
development.

Parents and Families

Facebook, Pinterest, email, community forums.

 

This category often seeks practical information, tips and
community support on these platforms.

This segmentation can further be applied to various types of stakeholders one YO can have (besides young people as core stakeholders), for example, volunteers, representatives of local government and authorities, schools and educational institutions, communities and NGO sector, funders and sponsors, Board members, policymakers, media, local community, local businesses etc.

After we are clear on the target audiences and channels that correspond to them, it’s time to get busy with tailoring our messages – the content of our external communications.

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