Opinion: Understanding Audiences is the Key to Greater Brand Engagement and Impact

Recently, I noticed an intriguing trend in how various brands approach their interaction strategies. Despite doing everything by the book, many still struggle with low engagement on social media platforms.

With so much emphasis put on following the latest trends and crafting appealing audio-visual content, understanding the audience is still a very critical factor not to be overlooked because, without understanding who they are and how they operate, all these efforts can fall down the drain.

Communication, as we know, is dynamic, and with the emergence and diversity of social media, the complexities have increased as it’s seemingly taking over most forms of communication. During the recent US elections, social media platforms like TikTok, X (formerly Twitter), and Instagram played a pivotal role, driving trends and even creating new ones.

Both President-elect Donald Trump’s team and that of his opponent, Vice President Kamala Harris, made social media a cornerstone of their strategies, demonstrating a clear grasp of their audiences.

According to a 2023 report by Statista.com, the United States had approximately 308.27 million active social media users, ranking as the third-largest consumer base globally. The success of these campaign teams was largely due to leveraging social media as a powerful ally.

Beyond social media, they employed various strategies, such as organizing rallies across multiple states, partnering with content creators and influencers, and utilizing traditional media like CNN and Fox News. Additionally, they tapped into popular podcasts, with Kamala Harris appearing on Call Her Daddy and Donald Trump featured on The Joe Rogan Experience.

In contrast, these brands that I observed seemed not to have this vital connection. Despite continuous efforts to post regularly and consistently, using eye-catching videos with trendy transitions and video effects, following up with the latest trends, there still seems to be a gap with the audiences causing a slow engagement rate and, in turn, a small following. Why?

There is an audience-connection problem. Audiences are the backbone of any communications or marketing strategy, which is why defining the key message and tailoring it to fit them is crucial.

A brand’s message, no matter how trendy it is, must align with the audience’s values and needs. Generic content tends to fail because it doesn’t resonate with people at a deeper and emotional level. I understand there is a lot of noise with the waves and new ideas that social media brings, but to break through, we must tailor messages, narratives, and content to meet audiences where they are.

Let’s reflect on the Commonwealth Heads of Government Meeting (CHOGM) held in Uganda in 2007. At the time, I was too young to fully grasp the event’s significance, but I clearly remember receiving a branded pen with the CHOGM logo and a design that allowed me to blow bubbles. They also issued a Shs10,000 note branded with the logo. This creative approach to communication effectively engaged both children and the broader public, highlighting the power of memorable marketing in building awareness and connection.

More recently, in 2021, MTN’s “Uganda is Home” campaign also provides a great example using a compelling soundtrack that featured the sound of local Ugandan instruments to evoke a sense of nostalgia and cultural pride, drawing many closer to the advertisement and making it widely popular and relatable.

Similarly, Uganda’s Ministry of Health’s malaria campaigns have demonstrated the power of local engagement through incorporating creative storytelling techniques that include indigenous languages spoken across Uganda’s diverse regions.

This technique has made public health messages feel more personal and relevant, hence increasing audience receptiveness and, in turn, engagement.

Simply riding on the latest trend may not be enough to achieve sustainable engagement. Deeply understanding the audience, incorporating cultural identity and values while crafting content and messages, telling relatable stories, creating educational and value-driven content, and engaging through interaction can foster long-term loyalty and impactful communication.

While it’s tempting to jump on the bandwagon of following popular trends, it’s crucial to remain authentic in the content you create, as sustainable engagement is built on genuine connection and understanding of our audiences.