How to Create a Successful Digital Media Strategy to Engage Diverse America

How do you create a digital media strategy that truly captivates diverse America?

Reading Time: 20 minutes

February 29, 2024

Jack Mackinnon – Senior Director of Cultural Insights at Collage Group

The American consumer spends an enormous amount of time on digital media platforms. Whether it’s scrolling through social feeds, streaming videos, or tuning into podcasts, these digital spaces offer human connection, entertainment, and education. And in response, brands worldwide are evolving.

As a marketer, you’re presented with a unique opportunity to enthrall and engage your audience. Yet, to stand out, you must be ready to address the following questions

    • What platforms are your consumers using to access media content?
    • What are the reasons behind their choices in media consumption?
    • How can you authentically engage with your target consumer across diverse channels?

To help, Collage Group has conducted multiple surveys across diverse America. The key findings and insights from this research are presented in this article. Gain a new perspective on how Americans across different age groups, ethnicities, and LGBTQ+ identities engage with digital media. From this, you’ll be able to refine your digital media strategy to one that aligns with the habits and preferences of your diverse consumer base. Heighten brand awareness and cultivate brand affection within diverse America. Are you ready?

    • Create an Effective Media Strategy That Involves Three Key Channels 
    • How to Create a Digital Media Strategy That Resonates With the LGBTQ+ Community
    • How to Create a Digital Media Strategy That Resonates With Multicultural America
    • How to Create a Digital Media Strategy That Engages Consumers Across Generations?

 

Crafting a Three-Pronged Digital Media Strategy for Maximum Impact

Collage Group has identified three key media channels that are essential for the success of any given digital media strategy. These channels are:

    • Social media
    • Video 
    • Audio

Consumer behavior and habits for each channel are examined. From here, you’ll learn the unique preferences across generations, ethnicities, and LGBTQ+ consumers. Armed with these insights, you’ll be able to craft a digital media campaign, one that captures the attention of your diverse consumers.

How to Create a Digital Media Strategy That Resonates With the LGBTQ+ Community

(This section draws from those insights given by Collage Group’s 2023 Multicultural Consumer Media Habits and Channels survey.)

LGBTQ+ Americans are digital media power users. They dominate social media, online streaming, and audio platforms.

With this in mind, Collage Group meticulously analyzed the engagement patterns within this community across the three pivotal media channels. These trends unveil invaluable insights for brands, paving the way for a dynamic and captivating media strategy.

Social Media Strategy: Unveiling Key Insights and Actionable Steps for LGBTQ+ Empowerment

59% of LGBTQ+ consumers spend at least 3 hours per day on social media, compared to 45% for non-LGBTQ+ consumers. Clearly, LGBTQ+ individuals are fervent social media enthusiasts. TikTok and Instagram stand out as their favorite platforms.

 

For LGBTQ+ consumers, social media serves as a hub for discussion, inspiration, education, resource sharing, and mutual support. Here, they seek out influencers and celebrities who mirror their identities and life journeys, with:

    • 71% following influencers who resonate with their political or ideological beliefs.
    • 56% following those who share their sexual orientation.
    • 55% following influencers who identify with their gender.
    • Nine out of ten LGBTQ+ individuals value influencers who openly address mental health topics.

“It’s important to be able to engage with queer influencers because it shows me that it’s okay to be authentically me. It makes me feel loved and even makes me smile… seeing people like you always helps.” — Don McClain, a 16-year-old youth advocate (Social Media Can Be a Safe Place for LGBTQ Youth) 

From Insights to Action: How to Create a Social Media Strategy That Empowers the LGBTQ+ Community

The LGBTQ+ community has a vibrant social media presence. How should brands respond?

Beyond the usual suspects like Instagram, Facebook, and TikTok, why not engage with emerging social media platforms too? Examples include Clubhouse, Tumblr, and Discord. This will broaden your digital brand presence and engage avid social media users.

From the insights provided above, you also learned that LGBTQ+ consumers resonate with influencers who share similar experiences. As such, collaborating with authentic social media personalities will give your brand an edge. For instance, influencer endorsements have been found to sway purchasing decisions for 49% of the LGBTQ+ community. 

However, to fully reap the benefits of your efforts, you must remain loyal to your strategic partnerships. This signals genuine dedication and cultivates lasting relationships.

Look for creators who openly discuss real-life challenges, particularly in areas like mental health. Plus, consider creating an online community that offers a safe space for LGBTQ+ consumers to connect, learn, and find support for their struggles. 

Video Media Strategy: Unveiling Key Insights and Actionable Steps for LGBTQ+ Empowerment

A staggering 64% of LGBTQ+ individuals are hooked on video streaming services like Netflix, Disney+, and Hulu. Such streaming services surpass traditional TV, with on-demand video being a favorite. Plus, 1 in 3 LGBTQ+ consumers choose YouTubeTV to catch programs live, a much higher proportion than the non-LGBTQ+ segment.

For LGBTQ+ consumers, streaming services aren’t simply sources of entertainment. They’re hubs for social connection. Imagine cozy movie nights, where LGBTQ+ viewers bond with loved ones over shared cinematic experiences. While this community certainly values the communal vibe of theaters, many still prefer the comfort of streaming movies at home.

Yet, here’s where the research gets intriguing: LGBTQ+ folks are expert multitaskers when it comes to content consumption. That is, you’ll often catch them seamlessly juggling various digital channels at once. For instance:

    • 50% scroll through social media.
    • 47% fire off text messages,
    • 42% browse the web,
    • 27% chat on the phone.

And they do all of this while engrossed in their favorite video content. 

 

From Insights to Action: How to Create a Video Media Strategy That Empowers the LGBTQ+ Community

To tap into the LGBTQ+ market, you must shift the focus of your video media strategy from traditional TV to streaming platforms. One in four LGBTQ+ consumers has recently made a purchase due to an ad they encountered on streaming services. Hence, this shift presents significant business opportunities.

Yet, targeting the LGBTQ+ community via video streaming comes with its own set of challenges. How can you capture the fragmented attention of these notorious multitaskers? Your ads need to stand out; they need to engage multiple senses. Use catchy soundtracks, compelling visuals, and appealing narratives to persuade viewers to set aside distractions and focus on your brand.

Alternatively, you could turn this challenge into an opportunity. Encourage viewers to use their devices to interact with your brand directly. Whether it’s scanning a QR code, texting a hotline, or connecting on social media, leverage the technology already in their hands to foster deeper engagement and a better brand experience.

Audio Media Strategy: Unveiling Key Insights and Actionable Steps for LGBTQ+ Empowerment 

63% of LGBTQ+ consumers tune in to listen to music daily, surpassing the 57% mark among non-LGBTQ+ peers. Moreover, 16% are true music aficionados, indulging in over 4 hours of music each day, compared to just 11% of non-LGBTQ+ listeners. Platforms like Spotify, Apple Music, and Prime Music steal the spotlight, serving as the main stage for LGBTQ+ individuals to satisfy their musical cravings.

But their love for music isn’t confined to headphones; it thrives in communal experiences. Vibrant concerts, lively street parties, and electrifying festivals are all important events. Pride Month, in particular, transforms into a crescendo of celebrations with diverse artists and genres. Such events amplify the LGBTQ+ community’s passion for pop, electronic beats, and K-pop.

Podcasts are also important to LGBTQ+ Americans, with 37% tuning in daily or weekly. They explore podcasts that discuss LGBTQ+ issues and are drawn to content labeled as “subversive” and “edgy“. 79% of LGBTQ+ listeners favor this content, stating to find solace and connection in its raw authenticity.

“Listening to an LGBTQ+ podcast feels like surrounding yourself with queer friends. It feels like eavesdropping to the queers at your local gay bar or queer-friendly space.”— Eva Bloom, LGBTQ+ educator and speaker (Women’s Health Magazine)

From Insights to Action: How to Create a Audio Media Strategy That Empowers the LGBTQ+ Community

The LGBTQ+ community has a unique fervor for music. They immerse themselves in vibrant festivals and explore an array of audio-streaming services. To truly resonate with this audience, brands must embrace the idea that music isn’t just listened to; it’s something to be experienced.

As such, brands should consider sponsoring existing concerts and festivals. Plus, you should think about pioneering new spaces for LGBTQ+ individuals to bond over music, both online and in the real world.

In terms of podcasts, LGBTQ+ consumers tune in multiple times a week for their fix. They have an appetite for edgy content, and in response, brands must curate material accordingly. Conduct research into established podcast shows already favored within this community. What topics are covered? How are these topics presented? You can then tailor your podcast show so it too resonates with the unique vibe and interests of LGBTQ+ consumers.

How to Create a Digital Media Strategy That Resonates With Multicultural America

(This section draws from those insights given by Collage Group’s 2023 Multicultural Consumer Media Habits and Channels survey.) 

Hispanic, Black, and Asian Americans stand out as early adopters of media and technology. Whether it’s embracing cutting-edge streaming platforms or following the latest trends set by social media influencers, multicultural consumers exhibit specific preferences that brands simply can’t afford to ignore.

 

Collage Group’s survey meticulously analyzes the engagement patterns across social, video, and audio channels within the multicultural community. The goal is to uncover the driving forces behind these trends. Plus, actionable insights on how to craft an effective digital media strategy are given. 

As such, brands should consider sponsoring existing concerts and festivals. Plus, you should think about pioneering new spaces for LGBTQ+ individuals to bond over music, both online and in the real world.

In terms of podcasts, LGBTQ+ consumers tune in multiple times a week for their fix. They have an appetite for edgy content, and in response, brands must curate material accordingly. Conduct research into established podcast shows already favored within this community. 

What topics are covered? How are these topics presented? You can then tailor your podcast show so it too resonates with the unique vibe and interests of LGBTQ+ consumers. 

Social Media Strategy: Unveiling Key Insights and Actionable Steps to Connect With Multicultural America

Multicultural consumers are drawn to social media platforms. YouTube shines as the ultimate favorite, boasting usage rates of:

    • 79% in the Hispanic community,
    • 81% in the Black community,
    • 86% in the Asian community,
    • Compared to 75% for White consumers.

 

For Multicultural Americans, YouTube serves as a haven where they can delve into their passions and interests. This is particularly true for the younger Asian American cohort, as explained by Wong Fu Productions:

“When Wong Fu started posting its content on YouTube in 2006, it began to reach a broader audience and joined a golden era of Asian American YouTubers…. The group, along with its peers, inadvertently inspired a generation of aspiring Asian American creatives” – Tolentino, NBC News, ’I didn’t need to apologize for being Asian:’ Since its start, YouTube allowed creators to celebrate Asian joy

TikTok emerges as another standout social media platform, particularly beloved by Hispanics. Among younger Hispanics, 66% are active TikTok users, outpacing rates of 60% among Black, 48% among Asian, and 56% among White consumers.

For these consumers, TikTok serves as a powerful catalyst for amplifying underrepresented voices. Take, for instance, Katie Ramirez, who used TikTok to rally support for her family’s struggling Hispanic restaurant, the Catrina Grill. The response was nothing short of extraordinary, propelling the restaurant’s sales to soar by 60%.

 

In terms of Black consumers, a branch of Twitter, known as Black Twitter, serves as a vibrant hub. This follows a mass exodus from Elon Musk’s Twitter platform due to a series of tweets and content policies. On Black Twitter, consumers can discuss pressing issues, share memes, and engage in cultural discourse. (It’s worth noting that while Black Twitter predominantly comprises Black users, it’s not exclusive.) 

From Insights to Action: How to Create a Social Media Strategy That Connects With Multicultural America 

From the insights provided above, you can see how social media preferences vary across different racial and ethnic groups. This highlights the importance of tailoring your social media strategy to cater to diverse preferences. Each ethnic segment has its favorite platform, with unique levels of usage and loyalty. That is:

    • Asian Americans gravitate towards YouTube
    • TikTok captures the hearts of Hispanics.
    • Black Twitter holds sway among Black Americans.

When implementing your social media strategy, position your brand as a safe and welcoming space for multicultural audiences. You want to foster trust, which means collaborating with the platforms mentioned above. These platforms are known for their commitment to inclusion. Plus, as the Twitter exodus unfolds, keep a close eye on social media platforms such as Spill (Black-owned), BluSky, and Threads for ongoing opportunities to engage with diverse segments.

Video Media Strategy: Unveiling Key Insights and Actionable Steps to Connect with Multicultural America

An impressive 77% of Hispanics, 70% of Blacks, and 73% of Asians prefer using online streaming services to indulge in video content from the comfort of their homes. Yet, there are differences in the favored platforms among different ethnic groups.

The allure of free streaming services holds particular sway for Black consumers. Riding this wave is the free service, Tubi TV, which is also renowned for its authentic portrayal of Black Americans. 

50% of Black consumers report using TubiTV, outpacing rates of 22% among Asian consumers and 29% among Hispanics. 

Black Americans meticulously weigh cost versus quality. They seek a free service that also offers content with top-notch sound and video quality. And TubiTV meets this desire.

In terms of Hispanic consumers, these prioritize family-friendly content. An impressive 84% of Hispanics emphasize the importance of family in their lives (compared to 80% of non-Hispanics). For Hispanics, video streaming is a cherished activity that brings them and their families together.

From Insights to Action: How to Create a Video Media Strategy That Connects With Multicultural America

Collage Group’s Group Trait research delves into the cultural nuances of various ethnicities. One standout aspect is the Positivity Group Trait observed among Hispanics, emphasizing warmth and strong family ties. This cultural inclination explains why Hispanics lean toward family-friendly content. As such, brands must focus on product placement within family-centric entertainment. You’ll want to seamlessly integrate products into the heartwarming experience of families enjoying a movie together.

Brands can also capitalize on Black viewers’ comfort with free ad-supported platforms. Be sure to authentically represent this community on free streaming services, like TubiTV. Your aim is to resonate with Black consumers who desire genuine visibility on-screen.

You can also broaden your horizons by forging partnerships with actors from other countries. This approach not only enhances inclusivity but also adds a layer of relevance to your video content. This will expand your reach and deepen your connection with diverse audiences.

Audio Media Strategy: Unveiling Key Insights and Actionable Steps to Connect With Multicultural America

Music holds a special place in the hearts of Americans, but it’s Hispanics who truly stand out as the most ardent music lovers. An impressive 89% of Hispanic consumers report listening to music daily or a few times a week. This surpasses rates seen among Black (85%), Asian (83%), and White (84%) consumers. What’s more, Hispanics dedicate more time to music each day, with over one-third listening for over 3 hours.

The passion for music within the Hispanic community is a cultural force so profound that it’s transforming the American music industry. Latin music has seen a huge rise in popularity, with revenue soaring past the $1 billion mark, hitting an all-time high in the American market.

 

 

Shifting gears to podcasts, these are rapidly gaining popularity across ethnicities. Over a third of Hispanic (35%) and Black (38%) consumers frequently listen to podcasts, outpacing the rates among Asian and White segments. Spotify reigns as the top choice for podcast consumption across the board. Hispanics are particularly driving this trend, with a significant 47% naming Spotify as their go-to podcast provider.

While edgy content garners widespread interest, it’s Black consumers who truly engage with these shows. Such podcasts delve into important but often controversial issues. This may include political and social commentary, aligning with the Real group trait of Black Americans. (Explore Collage Group’s Group Trait research for deeper insights into the characteristics of diverse ethnicities.)

From Insights to Action: How to Create a Audio Media Strategy That Connects With Multicultural America

Hispanics are music aficionados, leading the pack with their profound passion for music. So much so that this is reshaping the U.S. music scene. This opens up exciting opportunities for brands to collaborate with Hispanic music artists. Doing so will not only resonate deeply with Hispanics but also with most of America.

Meanwhile, when it comes to podcasts, a noteworthy insight was Black consumers’ desire for ‘edgy‘ content. Black consumers want to listen to discussions tackling critical and sometimes contentious issues. This presents a golden opportunity for brands to advertise on podcasts featuring such bold content.

The passion for music within the Hispanic community is a cultural force so profound that it’s transforming the American music industry. Latin music has seen a huge rise in popularity, with revenue soaring past the $1 billion mark, hitting an all-time high in the American market.

Shifting gears to podcasts, these are rapidly gaining popularity across ethnicities. Over a third of Hispanic (35%) and Black (38%) consumers frequently listen to podcasts, outpacing the rates among Asian and White segments. Spotify reigns as the top choice for podcast consumption across the board. Hispanics are particularly driving this trend, with a significant 47% naming Spotify as their go-to podcast provider.

While edgy content garners widespread interest, it’s Black consumers who truly engage with these shows. Such podcasts delve into important but often controversial issues. This may include political and social commentary, aligning with the Real group trait of Black Americans. (Explore Collage Group’s Group Trait research for deeper insights into the characteristics of diverse ethnicities.)

How to Create a Digital Media Strategy That Engages 

Consumers Across Generations

(This section draws from those insights given by Collage Group’s 2023 Align Your Media Strategies to Consumer Habits and Preferences survey.) 

This survey covers the following consumer groups:

    • Generation Z (consumers aged 11-26 years)
    • Millennials (consumers aged 27-43 years)
    • Generation X (consumers aged 44-58 years)
    • Boomers (consumers aged 59-77 years)

This survey offers unique perspectives into the preferences and behaviors across generations regarding social, video, and audio media. Use these insights to craft an effective digital media strategy, one that resonates with the latest and most pertinent generational consumer trends.

Generation Z and Millennials, being the youngest cohorts, are the trailblazers shaping the future of technological advancement. They hold the key to the evolving landscape of digital media consumption.

Meanwhile, when it comes to podcasts, a noteworthy insight was Black consumers’ desire for ‘edgy‘ content. Black consumers want to listen to discussions tackling critical and sometimes contentious issues. This presents a golden opportunity for brands to advertise on podcasts featuring such bold content.

The passion for music within the Hispanic community is a cultural force so profound that it’s transforming the American music industry. Latin music has seen a huge rise in popularity, with revenue soaring past the $1 billion mark, hitting an all-time high in the American market.

Shifting gears to podcasts, these are rapidly gaining popularity across ethnicities. Over a third of Hispanic (35%) and Black (38%) consumers frequently listen to podcasts, outpacing the rates among Asian and White segments. Spotify reigns as the top choice for podcast consumption across the board. Hispanics are particularly driving this trend, with a significant 47% naming Spotify as their go-to podcast provider.

While edgy content garners widespread interest, it’s Black consumers who truly engage with these shows. Such podcasts delve into important but often controversial issues. This may include political and social commentary, aligning with the Real group trait of Black Americans. (Explore Collage Group’s Group Trait research for deeper insights into the characteristics of diverse ethnicities.) 

Social Media Strategy: Unveiling Key Insights and Actionable Steps to Engage With Consumers Across Each Generation

Younger generations tend to use social media platforms the most. Plus, they’re branching out to use niche platforms such as Reddit, Discord, Pinterest, and Twitch. This behavior spreads their attention thin across multiple applications.

Yet, despite this fragmented engagement, TikTok and YouTube do manage to capture the spotlight. TikTok, in particular, is gaining ground among younger consumers, which is reshaping the social media landscape and nudging the once-dominant Facebook aside. YouTube, another favorite across generations, is also the most trusted social media site. In contrast, consumer trust in Facebook is declining with each generation. In summary, it seems video-based platforms are ruling the attention economy.

 

 

Regarding social media influencers, what’s deemed most important is the value a creator brings. Whether through entertainment or product recommendations, consumers gravitate toward those who share their passions or offer valuable insights.

 

 

Yet, despite the sway influencers hold, many Americans express disdain for sponsored posts. This is true for all generations. Authenticity reigns supreme here, with 84% of Americans valuing influencers who candidly discuss personal topics like mental health.

Speaking of mental health, younger generations are increasingly wary of their social media usage and its impact on their well-being. Unlike older demographics, they prioritize emotional wellness, meaning they curate their social media feeds with greater care. Plus, younger generations embrace radical honesty in their online interactions.

From Insights to Action: How to Create a Social Media Strategy That Engages Consumers Across Each Generation

To resonate with your target audience, embed your brand within the digital spaces where your consumers thrive. Consider TikTok, for example. This is where younger users gravitate to while valuing radical honesty in discussions about mental health. As a brand, you can make a meaningful connection by sharing informative content on this topic.

Given the popularity of video platforms, like TikTok, consider investing in:

    • Video content production,
    • User-generated campaigns,
    • Collaborations with micro-influencers.

    These initiatives will help capture attention across generations. Ensure you provide value to your viewers, whether through entertainment or practical utility, to build consumer loyalty and engagement.

    You’ll also want to include niche platforms in your social media campaigns. This will help you to effectively engage with younger demographics. In terms of older generations, platforms like Facebook hold sway, offering ripe opportunities for brand engagement.

    In the realm of influencer marketing, prioritize quality over quantity. Partner with influencers who enrich viewers’ lives with engaging content and authentic product recommendations. This will resonate more deeply than sheer popularity metrics.

    Another important consideration is that consumers are increasingly averse to intrusive sponsored content. Rather consumers favor organic user-generated campaigns. Prioritize authentic engagement over interruptive advertising to cultivate genuine connections with your audience.

    Finally, as concerns about social media’s impact on mental health grow, as a brand, you’re in a powerful position to acknowledge and address these issues. Offer solutions to counteract societal pressures and promote mental well-being. 

Video Media Strategy: Unveiling Key Insights and Actionable Steps to Engage With Consumers Across Each Generation

Over half (54%) of Americans dedicate 3 or more hours to watching videos, whether it’s live TV or streaming. Yet within this trend, different generations have distinct preferences. These key differences are discussed below.

Younger folks are all about YouTube and Hulu, while older generations still tune into cable and network TV. For Generation Z and Millennials, cable TV and live network TV feel like relics of the past, with over half agreeing. So, it’s no surprise that subscription-based streaming services are all the rage among younger consumers. The most popular streaming platforms include Netflix (a crowd favorite across the board), Disney+ (especially beloved by the younger consumers), and Amazon Prime Video.

But here’s the twist: While Generation Z and Millennials are glued to their screens, they’re not always giving their full attention to the videos they’re watching. They’re pros at multitasking, often using TV as background noise while they scroll through social media, send texts, or browse online. It’s a stark contrast to Baby Boomers, who are more likely to focus solely on what’s on.

When it comes to choosing their go-to streaming platforms, content reigns supreme for all generations, as such:

  • Millennials seek out family-friendly and award-nominated entertainment.
  • Generation Z and Millennials are heavily swayed by the recommendations of influencers and celebrities.

 

Let’s not forget about video-based social media platforms like TikTok and YouTube. As you learned above, these platforms seem to be stealing the show in the attention economy. So much so that younger cohorts are swapping long-form video content for short-form content.

But here’s something you might not expect: Despite their love for short video clips on social media, younger generations still value the movie experience. Younger generations are the main movie-goers, with Millennials hitting the theaters most frequently. They prefer the big-screen experience over watching movies at home. On the flip side, more than half of Baby Boomers never bother with movie theaters, opting for the comfort of their living rooms instead.

 

“There is something fantastic about hearing hundreds of people laugh at the same time seeing someone yell at a fictional character, or sharing sobs and cries with strangers in the middle of a sad scene. A big part of the movie-going experience is partaking in the communal ritual that it provides to moviegoers. Much like going to church or a concert, movie theaters allow us to have memorable, emotional moments while sharing a public space with strangers.” – Juan Velasquez, MovieWeb

From Insights to Action: How to Create a Video Media Strategy That Engages Consumers Across Each Generation

In today’s digital age, video content plays a starring role in the daily lives of Americans. This is especially true for younger generations, who are digital super users. However, for these younger cohorts, video consumption transcends mere entertainment—it’s an immersive experience. They seamlessly switch between digital platforms while watching videos. Instead of viewing these platforms as competitors for attention, you can embrace the concept of second screening to provide a comprehensive video experience. Find innovative ways to engage multiple senses—touch, sight, and sound—to integrate various digital platforms into your overall video media strategy.

Yet, instead of viewing these platforms as competitors for attention, you can embrace the concept of second screening to provide a comprehensive video experience. Find innovative ways to engage multiple senses – touch, sight, and sound – to integrate various digital platforms into your overall video media strategy.

Americans actively seek entertainment content that fosters shared experiences and connections. For younger generations, this may involve watching movies with friends, and then engaging in online discussions. To tap into this desire for community and engagement, offer unique experiences that extend beyond the screen. Consider hosting online fan communities or organizing experiential events. This will bring people together to celebrate their shared love for video media.

Older generations still appreciate the immediacy of live TV. Capture their attention by strategically placing ads during live TV events. For the younger crowd, focus on advertising through relevant streaming services and social media.

Audio Media Strategy: Unveiling Key Insights and Actionable Steps to Engage With Consumers Across Each Generation

Among Generation Z and Millennials, a staggering 67% and 66%, respectively, indulge in music every day. What’s even more remarkable is that a significant portion of them immerse themselves in music for over three hours each day.

 

For most Americans, music isn’t just a soundtrack; it’s a companion for various activities. Whether cruising in the car, unwinding with friends, or hitting the gym, 67% of consumers turn to music to elevate their experiences.

 

But for Millennials, music goes beyond personal enjoyment; it’s a social connector. Half of them flock to music concerts, street parties, carnivals, bars, and festivals—more than any other generation.

Now, tune into the world of podcasts. Millennials reign supreme here, constituting the largest and most engaged audience: 45% of them listen to a podcast multiple times a week. This demographic craves edgy content, more so than any other generation. That is, 75% seek out podcasts that push boundaries.

In essence, music and podcasts aren’t just forms of entertainment for Millennials; they’re avenues for exploration and connection. This is all part of their unique generational tapestry.

From Insights to Action: How to Create an Audio Media Strategy That Engages Consumers Across Each Generation

Younger generations are fervent music enthusiasts, with their passion surpassing that of older generations. As such, you must tailor your audio strategy to cater to the unique characteristics of these younger segments, as outlined below:

      • Generation Z
          • Generation Z seamlessly integrates music into their daily routines, considering it a constant companion. To engage this segment effectively, create personalized content that complements their multitasking lifestyle. Your goal is to enhance their overall experience.
      • Millennials
        • For Millennials, music transcends mere background noise – it’s a communal experience. They actively seek out live events such as concerts and festivals to connect with others through music. To tap into this social aspect, consider sponsoring events or cultivating online communities centered around shared musical interests.

Embrace Diversity, Authenticity, and Adaptability in All of Your Marketing Efforts

Navigating the diverse habits and preferences of different consumer segments is pivotal for crafting an effective digital media strategy.

Take the LGBTQ+ community, for instance. Known for their heightened social media engagement, platforms like Instagram and TikTok serve as vital spaces for connection and expression. To truly resonate with this audience, it’s crucial to cultivate authentic relationships with digital creators who share similar identities and experiences. Incorporating discussions around mental health can further deepen this bond. When it comes to video media, streaming services are a go-to for the LGBTQ+ community. This highlights the importance of strategic ad spending in these spaces. And let’s not forget about audio media – music holds special significance in this community, especially during Pride Month. As such, creating interactive music experiences can strike a chord with this vibrant community.

In crafting an effective digital media strategy, brands must embrace diversity, authenticity, and adaptability across social, video, and audio media. Join Collage Group to gain exclusive, up-to-date insights into consumer preferences and behaviors. Use Collage Group’s AI-powered fluen.ci application to gain comprehensive brand-specific cultural insights. Benefit from a tailored strategy that empowers your brand to authentically connect with diverse America.

 

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Jack McKinnon

Jack McKinnon

With more than 15 years of diverse consumer research experience, Jack Mackinnon offers deep expertise in Multicultural, Generational, LGBTQ+ consumers, and their intersection. Jack’s research extends into exploring culture-at-large, investigating broader societal trends not easily categorized into typical areas of research.

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