In a world where every advertising impact competes for the attention of overexposed audiences, brands and agencies face a great challenge: to communicate efficiently. And the solution is not unique, but it is obvious: to adapt the message to the audience and the channel in which it is transmitted. Because if there is one thing we have learned, it is that a generic message does not connect; a personalised message does.
Knowing the target audience
The first step is always the same: understand who you are targeting. Being clear about the message is important, but analysing the audience in depth is even more important. Why? Because the more detailed the segmentation, the easier it is to design a message that speaks their language.
If you are dealing with a wide audience, it is best to divide and personalise. Creating different messages with the same background, adapted to the codes of each group, can make a difference. For example, an informal tone can be effective, but with nuances: you wouldn’t call someone from Generation Z a ‘digamelon’, or a boomer a ‘bro’. Codes matter, and respecting them can be the bridge between getting attention and losing it.
The channel does matter
In addition to speaking the language of the audience, we must also adapt to the medium. A TV ad is not the same as a social media post, nor is an outdoor format the same as a radio ad. And in the digital environment, this maxim becomes even more evident.
Each platform has its own logic and style of communication. LinkedIn is not TikTok, and neither should we treat them as if they were. That is why, before launching a message, it is essential to understand the channel’s codes and adjust to them.
To achieve this, there are three key aspects to consider:
- Format: Respect the technical specifications of each platform. It is non-negotiable.
- Tone and style: Even if the target audience is the same, the channel dictates how.
- Call to action (CTA): A good CTA varies according to the context of the medium and can be decisive in generating interaction.
A clear example is in social media. It may seem logical to reuse an Instagram video for TikTok, but it won’t work the same way. Even if the brand is speaking to the same audience, the content must be adapted to the characteristics of each platform. While Instagram focuses on visual and aspirational impact, TikTok values originality, proximity and entertainment.
The power to measure and adjust
Every effective strategy has one thing in common: measurement. Analysing the performance of the message in each channel is essential to understand whether it is meeting the objectives. Most importantly, this evaluation allows us to adjust and optimise in real time, correcting course if necessary.
The recipe for efficiency
True advertising effectiveness lies in offering the same message in different versions, adapting it to both the audience and the channel. It is a process that requires creativity, analysis and flexibility, but whose results speak for themselves. Because, in the end, success is not in shouting louder, but in saying what everyone needs to hear, just where they want to hear it.
