The power of cultural relevance in building community online

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