Channels of understanding:

Using the right communication channels

How to match different target groups with different communication channels

4. Tailor messages:

  1. Tone and Style: Adapt the tone and style of your messages to fit the preferences of each group. Research shows that for younger audiences we should use a more casual and visual approach, and a professional tone for professionals (donors, sponsors, local authorities etc)
  2. Content Type: It’s an absolute must to choose content types that resonate with each group, for example, videos and memes for younger audiences, in-depth articles and white papers for professionals or  practical tips for parents, teachers etc.

5. Test and fine-tune:

When we are still not sure which channel to use, the best is to run tests to see how the target audience reacts and what the data is telling us. Engagement metrics exist within each of the channels and they serve to point us in the right direction about what’s working with our target audience and what’s not. A general rule of thumb here is to continuously monitor engagement metrics (likes, shares, comments, open rates) to understand how each group interacts with the content on different channels. This data can be used then to refine and adjust the communication strategies, helping us use the most effective channels for each group.

6. Personalize Communication:

What does it mean to personalize communication?

It means that the messages are matching what the audience is looking for, in the style, type and through the channel they prefer. Personalization means going for an extra mile when it comes to the audience. Here are key two elements to personalize your YO communication:

  1. Segmentation: Segment your audience within each target group to provide more personalized communication. Subgroups might include for example high school students, university students, youth activists, youth athletes, etc. Use data to tailor messages to specific subgroups.
  2. Dynamic Content: Dynamic content has seen an increase in appeal among young adults. Research shows that websites and emails as well as social media content that is dynamic reach these audiences faster and longer. If you opt for personalized communication, the basics are to closely follow behavior and preferences.

Let’s take a look at one example of targeting diverse audiences – which channel to use, and how to tailor the message:

 

Target Group

Channel

Message

Young Adults (18-25)

Instagram Stories

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more.

Working Professionals (30-60)

LinkedIn

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leaders.

Parents (35-50)

 

Facebook

 

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By carefully matching target groups with the appropriate communication channels and content types, you can ensure that your messages are effectively delivered and well-received. This leads to higher chances for engagement and stronger connections with your audience. Different communication channels are more or less effective at transmitting different kinds of information. Some types of communication are information-rich (i.e. email)  while others are medium-rich (face-to-face or video conferencing for example). In addition, communications flow in different directions within organizations. Here is an overview of the key social media channels and their characteristics. This helps us choose which ones will be the most suitable for our target audience.

 

 

Social Media Channels

Characteristics

1

Facebook

Audience: Broad, all age groups.

Content Types: Text, images, videos, live streams,
stories, events, groups.


Advantages:

●
Wide Reach:
Large and diverse user base.

●
Advertising:
Robust advertising platform with detailed targeting options.

●
Engagement:
Features like groups and events facilitate community building.

●
Analytics:
Comprehensive insights into post performance and
audience behavior.

2

Instagram

Audience: Predominantly younger demographics (18-34).

Content Types: Images, short videos, stories, reels, IGTV.


Advantages:

●
Visual Focus:
Ideal for brands with strong visual content.

●
Engagement:
High engagement rates, especially with stories and reels.

●
Influencer
Promotion: Popular platform for influencer collaborations.

●
Shopping:
Integrated shopping features for e-commerce.

3

X
(ex-Twitter)

Audience: Mixed demographics, strong presence of
professionals, journalists, and influencers.

Content Types: Short text posts (tweets), images, videos,
threads, and live streams.


Advantages:

●
Real-Time
Updates: Ideal for news, updates, and real-time engagement.

●
Hashtags:
Effective for trending topics and community engagement.

●
Customer
Service: Widely used for customer support and feedback.

●
Networking:
Facilitates networking with influencers and industry leaders.

 

4

LinkedIn

Audience: Professionals, B2B sector, job seekers,
recruiters
Content Types: Articles, text posts, images, videos, job postings, groups.

Advantages:

●
Professional
Networking: Ideal for B2B promotion and professional networking.

●
Recruitment:
Effective for job postings and recruitment.

●
Thought
Leadership: Platform for sharing industry insights and professional content.

●
Groups:
Communities for professional interests and industry discussions.

5

YouTube

Audience: Broad, all age groups.

Content Types: Long-form videos, shorts, live streams.

 

Advantages:

●
Video Content:
Dominant platform for video content.

●
Monetization:
Opportunities for ad revenue, sponsorships, and channel memberships.

●
SEO Benefits:
Videos can rank on Google search results.

●
Education and
Entertainment: Popular for tutorials, educational content, and entertainment.

6

Tik Tok

Audience: Predominantly younger demographics (16-24).

Content Types: Short-form videos.

Advantages:

●
Viral
Potential: High potential for virality due to an algorithm.

●
Creative
Expression: Encourages creative and engaging content.

●
Trends and
Challenges: Popular for trends, challenges, and meme culture.

●
Engagement:
High user engagement rates.

7

Pinterest

Audience: Predominantly female, diverse age range.

Content Types: Images, infographics, short videos (idea
pins).


Advantages:

●
Visual
Discovery: Ideal for inspiration and discovery (fashion, home decor,
recipes).

●
Traffic
Generation: Effective for driving traffic to websites and blogs.

●
Shopping:
Integrated shopping features.

●
SEO: Pins can
rank on search engines, driving long-term traffic.

8

Snapchat

Audience: Predominantly younger demographics (13-24).
Content Types: Short-lived images and videos, stories, Discover content.

Advantages:

●
Ephemeral
Content: Encourages real-time sharing and engagement.

●
Augmented
Reality: Popular for AR filters and lenses.

●
Direct
Engagement: High engagement through personal interactions.

●
Discover
Content from brands, publishers, and creators.

 

Each social media platform offers unique advantages, making them suitable for different promotion strategies and audience engagements. Selecting the right platform depends on your YO’s target audiences, content type, and overall promotion goals linked to the mission and vision.

Get further resources from our Do (not) Digitaze Me guideline for external communication, which was created for one of our previous projects. (https://www.connect-international.org/do-not-digitalize-me/)

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