You’ve probably heard it a million times before, Aussie youth love meaningful content. It’s the secret to tapping into your audience at a deeper level to gain not only their trust but their loyalty too. Sometimes, it’s easier said than done, but we’ve found a few real-life examples of brands who have successfully pulled it off to help you get some inspo. And guess what, you don’t all have to be #woke to utilise these techniques, meaningful content truly does come in all shapes and sizes.
Providing relatable memes, videos and fashion advice, Showpo are not just your average retailer. Through the vessel of Facebook, Showpo have not only built a forum for their buyers but actually integrated a sense of community within them. People don’t only come to Showpo for new purchases, but the brand is integrated in their everyday life. How? By allowing their audience to engage and interact with the founder, Jane Lu, along with the other staff members, they’ve given young, relatable faces to the brand. And guess what? By getting the people who would usually consume the content to create it, their brand has managed to maintain a real sense of authenticity.
Gone are the days of when Teen Vogue simply provided fashion, beauty and dating advice. Now, this publication has moved to taking a more nuanced approach to analysing society, politics and culture. This has mainly been accredited to the former editor-in-chief, Elaine Welteroth who was the youngest and only the second person of African-American descent to ever fill this position. Although Welteroth has now resigned, her legacy lives on as Teen Vogue are able to connect with their young audience on a deeper level. By providing a strong opinion and voice, Welteroth has reminded young people that it’s okay to voice theirs and that their views on political topics are valid and important.
You probably already know about Red Bull’s athletes program, and that’s exactly why they deserve a spot on this list. Red Bull have been doing for years what so many brands still haven’t managed to grasp the concept of. By supporting a broad range of ambassadors who embody their target market, they have been able to get their audience to relate to the brand whilst also showing them that they care by sponsoring these athletes. Now also heavily supporting a range of events, Red Bull have managed to diversify into music and dance focused audiences.
Bumble has truly become an everyday brand to young Aussies, whether it be through brand activations and events, competitions or podcasts they have managed to truly bring the brand to life. By asserting themselves with a strong empowerment philosophy which is central to the apps function, Bumble has shown their audience that they care. And here’s the kicker, not all of Bumbles content is about dating, with reads published about everything from human trafficking to how to maintain the hustle. This sends a strong image to their audience that they understand people are more than just their dating life, giving their brand legitimacy.
UNiDAYS absolutely know their audience. Whether it be about the struggle of where to go on a night out, the ins and outs of unpaid internships or the best job interview outfits, everything they create is carefully tailored for their student-based audience. UNiDAYS’s content is one of the best examples of tailoring meaningful content for your audience, as meaningful content means different things for everyone. So the biggest take away from this one is to be aware of what your audience is interested in, other than your brand, and try to tailor content to that.