Is Your Radar Seeing Audience Changes?

(By Gil Gerretsen) In my books, workshops, and talks, I remind people that one of the most important marketing rules is to know where your potential customers hang out and go for information. Since virtually everybody needs to plug in somewhere, it is crucial to know where that is and then focus your resources accordingly.

But that knowledge is never static. Sometimes slowly, and sometimes quickly, people change their information sources.

Right now, there are some interesting shifts happening and you need to be moving with them.

Here's some specific data. A Sprout Social Index survey released a few weeks ago found that many people in the marketing field were increasingly concerned about their audience communities moving to private, closed or otherwise alternative social media platforms. Apparently, that growing concern is justified because over a third (36%) say that their audiences are starting to spend more time on diverse and emerging platforms such as Threads, Bluesky, Lemon8, Discord, Mastodon and Substack. As a result of bans, boycotts, shakeups and privacy concerns, people are choosing experimental and specialized platforms.

Today's information and social media ecosystem is continuing to move away from traditional sources. Many legacy TV network are struggling to maintain relevance. The major social media platforms are also seeing realignment as people explore new options to meet their needs for connection and consumption.

This means that you do not need to follow traditional norms when deciding where you need to show up and invest. If you learn that your customers are engaging with new platforms and sources, then you should begin meeting them there too. The marketing playbook that got you this far may not be the same one to follow going forward.

As you discern changes in your audience's preferred points of connection, you must develop innovative methods of engagement. Lean into the specific features of your new platforms to help your community connect with you in new ways. In some situations, you can repurpose or revise content across platforms. In other situations, you must generate entirely new approaches and methodologies.

The bottom line is that your must keep your audience radar constantly active. Know what makes them tick. Remember that likes tend to attract likes, so know where the community hangs out together. Create relevant marketing messages and content in those spaces.

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