Brands have become increasingly aware of the importance of
promoting inclusion in their marketing messages. Pinterest recently shared new
insights on how companies can maximize the diversity and representation seen in
their advertising.
The first tip provided was to build inclusive thinking into
every step of the planning process rather than regarding it as an afterthought.
Incorporating diverse perspectives from the initial ideation stages helps
ensure the eventual messaging will resonate with a wide range of audiences.
Marketers should consider the broad range of people they hope to connect with
and account for varying needs, backgrounds, and experiences.
Gaining insights into how different demographics respond is
key. Pinterest recommends that brands actively track audience reactions and
factor the data into ongoing strategic decisions. Only by understanding all
feedback can gaps in inclusion be identified and addressed.
Visuals play a huge role in coming across as a truly
inclusive company. Diversifying the images used shows non-dominant groups that
they are valued. Representing the full spectrum of cultures, ethnicities,
abilities, ages, body types, and more fosters a sense of belonging.
The language and wording choices made in marketing can also
significantly impact whether certain individuals feel unseen or excluded. Terms
that were previously common may unintentionally leave some people feeling
othered. Pinterest provided the example of using "couple" instead of
"bride and groom" when discussing weddings to be more encompassing.
Captions and written content must be crafted with an eye for inclusion as well.
Partnering with influencers from diverse backgrounds can
further strengthen a brand's commitment to promoting representation and
inclusion. Working with content creators who authentically reflect the full
target audience helps spread the intended message to more communities. The smm
panel of an agency would be well-equipped to identify influencers aligned with
a company's values and goals for inclusion.
Evolving the approach over time is also important advice
from Pinterest. No marketer will get it perfectly right from the start. The
ability to acknowledge missteps, learn from mistakes, and continuously improve
inclusive strategies separates leaders from laggards. Tracking metrics and
actively soliciting feedback provides opportunities to enhance diversity with
each new campaign.
While inclusion has always been important, today's
increasingly conscious consumers expect to see their own lives and identities
reflected in the brands they support. Those who lead with diversity and promote
messages welcoming of all people will be best positioned to authentically
connect. The smm panel of an agency can offer crucial guidance on maximizing
inclusion at every stage from ideation to distribution. Their expertise helps
ensure marketing resonates with the entire target audience.
Great SMM provides full-service smm solutions tailored to
your unique business and goals. In addition to core promotional services, our
inclusive marketing packages are designed to welcome all types of customers.
Through strategically diversifying your outreach, inclusion strengthens
connections and allows your message to positively impact more lives.