The power of cultural relevance in building community online
The latest research from TikTok
quick summary ⚡️
3 learnings on how to connect with audiences on digital platforms
Cultural gems for your to-read list, including bots that feel too human, Substack on the rise, and whether or not celebrity endorsements make a difference
7 tips for making a career pivot
why brands should have a point of view
With today’s oversaturated digital world, connecting with consumers can feel like climbing Mount Everest. One way to reach new audiences is through relevance and a clear POV.
If you’re not sure where to start, TikTok partnered with market research company WARC on a thought paper: Unlocking business impact through personal and cultural relevance.
It’s geared toward brands, but definitely has a lot to think about from a creator POV, too. We think the whole report is worth a read but here are 3 takeaways that jumped out for us…
Consumers crave connection
Gone are the days of linear television where brands could reach their target audience with a single commercial. Today’s audiences are fragmented across different platforms, algorithms, and online communities.
“This shift in media and culture has distinct implications for brands: when consumers have personalized media feeds and the power to scroll away, you can’t artificially create impact.
If brands want to win attention in an age of fragmented media, they must focus on engaging consumers in a way that feels relevant to those they want to reach.”
This means having a clear understanding of WHO your target audience is and WHAT they’re looking for [our piece on how to find your target audience here].
Relevance helps solve the attention crisis
We say this to clients all the time: if you’re not relevant, you’re irrelevant.
“In our research, 71% of respondents agreed they are more likely to pay attention
when ads are personally relevant, while 58% do when ads are culturally relevant. An
ad that is buzzworthy and talked about also increases the likelihood of attention.
And when a brand takes itself less seriously, it also leads to attention and
relevance. Three-quarters of weekly social and video platform users surveyed by
Vox Media and Digitas3 said brands that shed their corporate image in social media
grab their attention.”
Engage niche communities for insights that can spark bigger brand moments
This is one of the paper’s action items for achieving relevance, and it’s one of our favorite tips. Being too broad in your audience approach can mean your content isn’t appealing to anyone. Building small fanbases that are passionate about your success will take you far!
“Engaging niche communities on social media allows marketers to not only better serve communities, but glean deeper insights for their business. By understanding the unique interests and preferences of these groups, brands can craft more engaging experiences that resonate with consumers, fostering loyalty and connection.
This interaction not only enhances the content offered to the audience but also equips marketers with essential insights that can spark innovative campaigns and product ideas. This reciprocal relationship helps brands stay attuned and responsive to their consumers’ needs – and therefore better solidifies them as a part of their lives.”
read the full report here + our tips to find your target audience here
💎cultural gems💎
The cultural moments and news that caught our attention this week:
SO HUMAN IT’S SCARY: MY DAY ALONE TALKING TO BOTS THAT SOUND LIKE US, wsj
“I strapped four phones—running ChatGPT, Meta AI, Google Gemini Live and Microsoft Copilot—to one tripod, added a wig-topped Styrofoam head (for extra humanness) and drove them to a cabin in upstate New York. Over 24 hours, I put them to the BFF test. You can watch our adventures in my video here.
It all reminded me of that old saying: Make new AI friends, but keep the old. One is silver and the other’s code.”
SUBSTACK RAISES NEW FUNDING, axios
Good news for Substack, although some of investors involved in the ~$10 million raise are prompting some chatter online: Omeed Malik, “whose investment fund 1789 Capital also backed Tucker Carlson's new media venture, alongside Substack writer [Nate] Silver, Rocket Money CEO Haroon Mokhtarzada, Zynga CEO Mark Pincus, and AngelList co-founder Naval Ravikant.”
WHY BOTHER WITH CELEBRITY ENDORSEMENTS?, marketing brew
“In a rapid message test conducted on Oct. 30 to an audience of 4,023 adults nationwide, market research platform Grow Progress tested nine real celebrity presidential endorsements from 2024 and sought to determine whether watching these endorsements moved the needle in favor or against the candidate being endorsed. Grow Progress found that celebrity statements don’t often impact voters’ opinions of the candidates—but when they do, it’s not likely to be positive for the candidate the celebrity is endorsing.”
MARTHA STEWART DOES NOT WANT TO BE TOUCHED, the cut
We are very much enjoying the Martha Stewart discourse that is happening as a result of her Netflix doc. And we appreciate that Martha remains committed to who she is, even if it means shoving Drew Barrymore away.
tips
If you’re ready to take a *professional* leap of faith [been there], this one’s for you.
We’re sharing expert advice from Chris Meador, who spent 15+ years in marketing at companies like Facebook and Microsoft before making a big career pivot to recruiting.
Chris gets real about what it’s like to pivot and shares his 7 tips to know before you make the jump.
“The self-doubt was hard but, I think, it’s part of the pivot journey – maybe even what is necessary to fully embrace the new.”
more on the MTD blog