Archive for direct to consumer advertising – Page 2

How Do You Advertise to a Divided Country?

How Do You Advertise to a Divided Country?

As advertisers and marketers in DRTV and E-Commerce, we are in the business of speaking directly to people who may not think like us. We make efforts to understand their wants and needs as we pursue direct to consumer advertising.  

Today, there’s a growing demand for brands to speak up on societal issues, whether sustainability, racism, or gender equality. But there’s caution on the political side due to the scale of possible negative repercussions. Leaning towards one way or another can make or break a company’s optics. Advertisers have a tough job of navigating the deeply divided political, social, and ideological landscape of the United States. Now more than ever, it’s a challenge to promote products and services to a diverse group of consumers in the TV and digital landscape.

One possible route to take is creating variations in advertising, thus speaking separately to each group. But this is not always the most pragmatic approach.  So what are advertisers supposed to do when faced with the tension between trying to align with various causes and navigating a divided –and often hostile– public?

The answer to this question remains unclear, but the best way brands can advocate for causes they stand behind without causing a divide amongst their audience is by sending a message of unity and positivity. Americans are so divided from of all the negative messaging they’re exposed to. If you use positive messaging in advertisements and seek ways to bring people together, regardless of their beliefs, the chance for unified messaging and positive customer response remains strong.

Advertising to Gen Z

Advertising to Gen Z

When executing direct to consumer advertising to Gen Z,  some of the tactics used for other demographics, such as DRTV and Facebook advertising, may not fit the bill.  It is important to consider the best ways to reach them and catch their attention.
There are some key differences from other generations that will determine how effective certain types of marketing are. Here are some specific points to consider:

TV and broadcast radio are losing popularity as well as certain social media sites like Facebook. Audio streaming is quite popular, as are podcasts. For social media, popular Gen Z sites are platforms such as Instagram, TikTok, and Snapchat. So advertising there could grab attention.

Importance of Ethical Consumption and Brand Image:
Gen Z is more likely to be reached by a company they feel is ethical, so it is crucial to explain how a company or product is not harmful to the environment, how they help the community, who produced it, etc. It is not enough anymore to be a company whose only goal is to sell to them. They want to feel that the company is also helping the planet and its people.

Keep advertisements brief and honest:
Gen Z is used to consuming a lot of visual, digital, and social media in short periods of time, and they value authenticity and transparency. It would be helpful to clearly explain the product or company and its history using those involved in the company rather than paid actors and sets.

Advertising on TikTok

Advertising on TikTok

TikTok has become one of the biggest social media platforms in recent years, with no sign of its popularity declining anytime soon. Using different social media platforms to advertise is an effective way of adapting to modern culture, since people today consume so many different media types. It is essential to understand the specific platform you’re using in order to create the most effective ad campaign. TikTok is unique to other platforms, so advertising on the app requires special attention to the way that it’s used.

Understanding the Platform’s Structure

Ads will need to be short videos (15-60 seconds), including engaging audio elements. The app thrives off trending hashtags, sounds, and challenges. It is less formal than other platforms like Instagram, so users are used to seeing relatively unpolished content. Creating too polished and ‘fake’ ads that do not convey authenticity will likely not be well received.

Consider Using Popular Users on TikTok to Promote Products/ Services 

Some people have found fame on TikTok and cultivated a large following on the platform. There are popular creators in many different genres, from vegan cooking to special effects makeup. It would be helpful to either feature these people or create content referencing them because TikTok users recognize these people as being influential on TikTok specifically. 

Consider Using Trends and Sounds that are Specific to TikTok 

In addition to creators, there are specific trends and audios (called sounds) that are distinctly popular on TikTok and not on other platforms. It would be helpful to tap into these trends/ challenges/ popular audios to catch the audience’s attention and create something similar to the content they are already seeing and enjoying.