Share model possession by investing in content material that resonates along with your viewers – Nielsen

In all media, consumers look for persistence and credibility in the brands they interact with – not just in the products or services they offer, but also in what they say and do.

Inclusion is a top priority in the media industry and is new territory for many brands. Effective brands don’t just exist. TellConsumers is shown how they stand up for justice. But they also show their commitment by taking action. As our population grows and personalization becomes increasingly important, brands need to embrace inclusion by sharing ownership with consumers.

Representation is important for any identity group – male or female, black or white, young or old. While mass media is sometimes devalued in its ability to deliver personalized messages, it is still the key to an effective long-term marketing strategy. Many identity groups are still not shown on the screen. For example, women make up more than half of US citizens, but they are far less visible on screen than men (38% to 62%). Certain segments of women, especially those over 50, are severely underrepresented on screen. Women over 50 are 60% less likely to see themselves programming.

Representation shouldn’t just be a screen focus, it should also be a focus in advertising. In terms of advertising, brands trying to reach underrepresented identity groups like women – especially those over 50 – have a real chance to grab it. This group spent nearly $ 800 million in 25 CPG categories last year, compared with $ 608 million for women ages 18 to 34 and $ 680 million for women ages 35 to 49. SME found that consumers are more willing to buy products from brands that include someone from their identity group. Hence, inclusion is essential for effective ad spend.

A diverse audience wants to see screen shots that reflect who they are as individuals. SME conducted a survey in May 2021 and found that 49.7% of 18- to 24-year-olds, 51.2% and 25% of 25-34 year olds, respectively, were more likely than others to interact with content that someone from theirs Show identity group. In this way, people from underrepresented groups switch to platforms with more representative content.

The 18.8% Hispanic population in the United States is contributing more to total population growth than any other segment. Hispanics make up 5.5% of the screen portion of television viewing, while 10.1% of the screen portion of SVOD content is for them. While this is just over half of their population representation, Hispanic viewers have taken note – especially younger generations. 40% of the 15 most watched SVOD programs among Latinos 18-34 were strong or fair, compared to just 13% among Hispanics over 35.

Whether you’re trying to share your brand with women over 50, Hispanics, or some other underrepresented identity group, marketers have a tremendous chance to capitalize on understanding where the audience is engaged and taking action to increase the representation to increase for a diverse audience.

While the biggest challenge is creating messages that look like the audience it is being projected for, it is equally important for brands to be aware of how a message is being received and adjust it to make sure that it is well received. When an underrepresented identity group sees itself represented in terms of content, unfortunately there are not always characters who reflect their multifaceted life. For example, women over 50 don’t necessarily have a relationship with matriarchal and maternal characters, but that tends to be the focus of programming and advertising – which doesn’t encourage engagement. An identity group cannot share ownership with a brand without feeling seen.

On-screen inclusion should be a priority in any advertising strategy as brands look for new ways to communicate their values ​​and appeal to a wider audience. Brands should also pay attention to how content is received by the people they reach. As the audience becomes more diverse, the tremendous opportunities to connect with the audience will increase. In the future, brands will focus more on sharing brand ownership with their target audiences. Advertising money is increasingly being invested in integrative programs.

Download our guide for more insight into the Advertiser Playbook.