The relevance of channel and message in communnications

It is not uncommon to come across communication campaigns with amazing messages, which are not successful. Why? As important as the content of the message is also the way in which it is transmitted. 🎯

Would you give your grandmother a message in small print? Would you try to captivate a child's attention by wearing dark clothes and maintaining a heavy countenance?

One of the themes that emerged by Isabel Pereira Lobato in my post under the theme “The relevance of coherent communication at all touchpoints” was the apparent lack of strategic vision of some Portuguese parties in the 2024 Portuguese Legislatures regarding communication for younger people. 💡 Thank you for bringing this topic, Isabel!

The party that quadrupled ⚠️ its representation in the Republic Assembly, collecting a total of more than 18% of the votes, is the party with the largest digital presence. 💡

According to Jornal de Notícias Infographics on the presence of parties on social media, we understand that Chega and André Ventura clearly have a lead on the 3 main networks (Facebook, Instagram and Tiktok).

Coincidence? 🤔 I don't think so. Let's analyze the age group 18-34 years old.

The sociodemographic characterization of voting intentions suggests that 45% of Chega voters were in this age group ▶️ interestingly, it is also the party that has a greater presence on the social networks Tiktok and Instagram, where these young people browse on average between 2 and 3 hours daily 💡

This trend can also be observed in parties such as BE and IL, where respectively 36 and 50% of their electorate are also in this age group. Coincidence (or not?), they are also the other two parties with the greatest presence on the social network Instagram, and with some presence also on Tiktok. 🚀

When we compare it with AD (and its respective constituent parties), a coalition with more than 4 decades of historical legacy, Chega, with 5 years of history, performs 33% better in this age group.

It would be hasty to draw conclusions about what motivates voting, or any other point related to political ideology, based solely on these data. This small exploratory reasoning aims to highlight that the means of communication used in campaigns, as well as the way we convey our message, are of enormous importance 💡

To create a winning communication strategy, we must always consider that:

✅ Knowing our target audience very well will allow us to communicate in the same language and with the correct tone of voice, increasing engagement;

✅ Paying attention to your daily journey (customer journey) and your habits will allow us to be more accurate when we need to communicate;

✅ Understanding the best means of communication, namely the social networks where this target is present, is essential to increase conversion rates.

“The new marketing does not sell products. Sell relationships.” (Flávia Barbieri)