Audience Engagement Techniques

Is THIS the best ad campaign ever? In 2015, Sport England challenged ad agency FCB Global to close the 2 million strong gender gap by getting women more active. The agency used the insight that women often feel 'fear of judgement' in exercise, to create the campaign 'This Girl Can'. The campaign is a rallying cry to women to get active in THEIR own way by replacing fear with a 'don't give a damn' attitude. This is shown with bold copywriting, relatable casting, REAL moments (the make-up smudged under the eyes, normal jiggling bodies, menopausal sweat, period cramps, tampon string hanging out your pants) and a true sense of female camaraderie. Since it's launch: - 3 million women were inspired to exercise as a direct result of seeing the campaign - 1000+ social media mentions each day - 37m views across social media - 500,000 active members in the This Girl Can community - Cannes Lions award The campaign is evidence that advertising can make great impact and drive change in many little corners of the world. THIS is the result of a clear brief, unifying insight and - in this case - a dedicated female creative team who truly 'understand' their audience. But more than that, it's the result of a LONG-TERM campaign that has been running for almost decade, and continues to re-engage the audience in various different ways, globally. I think there is such a short-term mindset in advertising nowadays. Mainly due to the fast-paced nature of social media, the need to 'go viral' and the economic need for performance marketing tactics to generate cashflow. But without the longer-term brand campaigns, we are missing the ability to build strong narratives and make REAL change in the world. And with that, stronger brand salience, brand love and LEGACY. This is an element of advertising that I fell in love with years ago. And an element that I see really defining which brands stand the test of time, an which fall apart years down the line.

This week brought more evidence of the rapidly changing media landscape, highlighted through a fascinating lens: the US political sphere and how its players are engaging diverse, key audiences. As presidential campaigns often serve as harbingers of communication trends, their approaches are worth noting for anyone in the field. In just two days recently, Vice-President Harris appeared on five major media platforms: from traditional outlets like 60 Minutes and The View to podcasts like Call Her Daddy and the Howard Stern Show, and finally, late-night TV with Stephen Colbert. This blend of traditional and newer media points to an essential evolution in how leaders think about audience reach. Harris' appearances on platforms like Call Her Daddy and Howard Stern—channels that skew younger and often different from traditional news outlets—are not accidental. They reflect a deliberate strategy to meet diverse, influential audiences where they are. Former President Donald Trump also has mixed traditional and direct media, in particular when he's been focused on reaching young men. He's showed up on the Logan Paul podcast, as well as Theo Vonn and Tim Pool, and is scheduled for Joe Rogan this week. This is a key lesson for us as communicators: Reaching decision-makers today requires an evolving media mix that includes creators, influencers, and platforms that resonate across generational lines. It’s easy to assume these channels serve only consumer audiences. But let’s remember: Millennials and Gen Z aren’t just consumers—they’re BDMs, developers, and CxOs, as well as customers of products like GitHub Copilot and Microsoft 365. Many of them aren’t consuming traditional media like CNBC or The Times of India daily. So, if we want to reach these future decision-makers, we need to engage them where they already are, from TikTok to niche podcasts. As communicators, it's vital that we continually refresh our media consumption habits to match this new reality. Start conversations about what your audience is listening to, watching, or reading—whether it’s newsletters, podcasts, or even news on social platforms. It’s one of the best ways to understand the shifting landscape and ensure we’re telling the right stories in the right places. Let’s continue to challenge ourselves to think about the evolution of media, ensuring we’re balancing traditional outlets with the dynamic, influential platforms of tomorrow. In communications, evolution isn’t just an option; it’s a necessity.

Recently, I made a post about building an online presence and creating content on LinkedIn & Instagram, and I received so many questions like: 👉 How can we create engaging content? 👉 Is there any right time to post? So, let’s talk about it! First of all, there’s no fixed rule that guarantees rapid growth on any platform. From my experience, the key is simple: Create what your audience needs. But how do you figure out what your audience actually wants? 1️⃣ Pick 5-10 verticals (topics) you want to post about – This helps you stay consistent and gives variety to your content. 2️⃣ Post regularly and rotate between these topics – Try this for at least 30-45 days. This gives you enough data to analyze what’s working and what’s not. 3️⃣ Analyze your best-performing posts – Once you have a good number of posts, check which ones got the most engagement. Identify patterns in topics, formats, and writing styles that work best. 4️⃣ Test different content formats – Try text posts, carousels, polls, short videos, and storytelling-style posts. Experimenting will help you understand what your audience enjoys the most. 5️⃣ Hook your audience in the first 2-3 lines – The first few lines decide whether someone will stop scrolling or move on. Start with a question, bold statement, or interesting fact to grab attention. 6️⃣ Keep your content concise and easy to understand – Avoid overcomplicating things. The simpler and clearer your message, the better engagement you’ll get. 7️⃣ Use pointers in your posts – Structured content is easier to read and keeps people hooked till the end. 8️⃣ Engage with your audience – Reply to comments, ask questions, and keep the conversation going. Engagement builds a loyal audience over time. 9️⃣ Find the right posting time (but don’t overthink it) – Different audiences are active at different times. Test different time slots to see when your posts get the best reach. LinkedIn engagement is usually higher on weekdays, while Instagram tends to perform well in the evenings. 🔟 Stay consistent & have patience – Many people give up too soon when they don’t see instant engagement. The truth is, it takes time to build an audience. Keep posting, refining your strategy, and improving with each post. At the end of the day, there’s no perfect formula—the more you experiment, the better you’ll understand what works. Keep posting, keep learning!

Say NO to Boring Emails – Effective Ways to Write Newsletters ✨ If your newsletters aren't capturing attention, they’re probably ending up in the trash. [UNSUBSCRIBE] 🙂 When I first started sending out newsletters, I quickly learned that getting people to open and actually read them was no easy task. But over time, I discovered some strategies that really work & they’re: ✅ 1. Start with a Hook that Grabs Attention I’ve found that using curiosity, urgency, or a strong benefit always draws readers in. Example: I used to send out “Monthly Updates,” but now I go for something like "5 Secrets to Boost Your Productivity This Month." A small change, but makes a big difference. ✅ 2. Know Your Audience When I began focusing on what my clients and customers really cared about—whether it was solving a pain point or helping them reach a goal—my engagement skyrocketed. Example: If your audience is mostly small business owners, focus on providing tips that help them grow their customer base or manage their time better. For instance, I once shared strategies on how to negotiate like a PRO, and it resonated so well that I got multiple replies from readers thanking me for the practical advice. ✅ 3. Keep It Concise, But Valuable No fluff, just value. Focus on delivering brief, impactful content with actionable insights. Example: Instead of the usual “Consistency is key,” I recommend something specific like "Posting three times a week builds momentum. Use a content calendar to stay organized." ✅ 4. Use Visuals to Break Up Text It makes the content more relatable and keeps readers engaged. I always include visuals—whether it’s a snapshot of me working on a project or enjoying a coffee break or useful resources. ✅ 5. Add a Personal Touch Sharing personal stories or insights has made my newsletters feel more like a conversation rather than a broadcast. Example: I often talk about my early struggles and the strategies that eventually worked for me withproven solutions. ✅ 6. Include a Clear Call-to-Action (CTA) Every email is an opportunity to guide my readers to the next step. Whether it’s clicking a link, replying to the email, or signing up for a masterclass, Example: I might say, “Reply to this email with your biggest challenge, and I’ll share a solution.” This not only encourages interaction but also shows that I’m here to help. Top creators have viral newsletters because they understand their audience, deliver valuable and actionable content, and create genuine connections. What’s your top tip for writing engaging newsletters as a creator or reader? __________________________ PS: Want to maximize your business, learn effective strategies to freelance, and grow your network? Join my newsletter with 45,000+ subscribers here: https://lnkd.in/g2WpkBjH

✍️ Golden Rules For UX Writing. With practical guidelines on how to avoid confusion and help people understand better ↓ ✅ Always write with respect, for people as smart as you. ✅ Write mobile-first: short, plain language, bite-sized chunks. ✅ Decide what to say, then find the shortest way to say it. 🚫 Avoid long buttons: use 2–4 words, max. 25 characters. 🚫 Avoid long links: at least 8 chars, max. 8 words (55 chars). ✅ Use sentence case by default, Title Case only for headings. ✅ Use progress anchors for long forms: “Next: Payment details”. 🚫 Don’t use placeholders as replacement for labels or hints. 🚫 Don’t hide critical details or guidelines behind a tooltip. 🚫 Don’t hide frequently used filters/nav behind a button. ✅ Front-load keywords in headings and text summary. ✅ Make people hunt for destructive buttons to avoid mistakes. ✅ Leave room for translation. Expect your text to grow by 40%. 🚫 Avoid more than 20 words/sentence, 50 words/paragraph. 🚫 Never mix 2+ type treatments (color, bold, indents, italic). Good writing is an incredible opportunity. Not only to help people get work done faster and with confidence, but also to build a strong and lasting relationships. To be charming when users get started. To help without a fuss when things go wrong. To show respect and sincerity, but also understanding and care when it’s needed. One little technique that has helped me is to imagine a real person speaking to the customer before I choose words to communicate something to them. I think about how they speak — from voice and tone to speed and intonation. How casual or formal they are dressed. What their personality is. And, most importantly, what traits, values, beliefs and principles they uphold. A product then needs to match that personality, and adapt tone based on user’s context. Once we have it, we write down all the questions users might have. We re-arrange them in order of importance and severity. We decide what to say, and find the shortest way to say it. And then we test, by reading out a piece of content loud. And if it doesn’t sound right, it doesn’t read right either. ✤ Content Design in Design Systems Atlassian: https://lnkd.in/eGpzQqm4 Amplitude: https://lnkd.in/eaB85T7n 👍 DHL: https://lnkd.in/eF494fkT 👍 Duolingo: https://lnkd.in/egCSX9At Girlguiding: https://lnkd.in/eZ8zMyC3 👍 Gov.uk: https://lnkd.in/ekRadXad Intuit: https://lnkd.in/eGyBUrZ2 👍 JSTOR: https://lnkd.in/eAnyrtcu 👍 MetLife: https://lnkd.in/evVE8sqf Progressive’s: https://lnkd.in/evx_8bzY 👍 Shopify: https://lnkd.in/eAKgEHNW Skrill: https://lnkd.in/e2HGTq4q 👍 Zendesk: https://lnkd.in/euxijT5m 👍 Wise: https://lnkd.in/eWk-Mvf9 ✤ Books – Strategic Writing for UX, by Torrey Podmajersky – Content Design, by Sarah Winters – Nicely Said, by Nicole Fenton, Kate Kiefer Lee – Everybody Writes, by Ann Handley – Conversational Design by Erika Hall – Writing Is Designing, by Michael Metts, Andy Welfle ✏️ [continues in the comments ↓ ] #ux #writing

Conservationists like to think facts speak for themselves. They don’t. In a world where allegiance often trumps evidence, who delivers the message often matters more than what’s being said. The same data, spoken by a nurse instead of a scientist, can land differently. In Amazonia, credibility travels along social lines. Farmers listen to agronomists, not activists. Urban families may heed pediatricians warning about heat-related illness before they trust an NGO ad. Pastors, teachers, and co-op leaders often reach places journalists and policymakers cannot. Matching voice to audience isn’t a branding exercise; it’s simply being honest about how people decide what to believe. That realism also means differentiating the message without diluting it. Indigenous leaders remain central, both as stewards and as narrators of success on their lands. Yet many who influence the forest’s future—like mayors, truckers, ranchers, and small business owners—don’t identify with Indigenous causes. Messages typically work best when they’re tailored to their audience: stewardship told as rainfall insurance for farmers, public-health policy for city dwellers, and fiscal stability for mayors who need predictable budgets. The goal isn’t to make everyone an environmentalist; it’s to make the forest relevant to each person’s daily choices. None of this can be faked. Trust is borrowed first and earned slowly. It grows when people see that acting on information pays, as in lower bills, steadier harvests, clearer skies, or fewer fires. For communicators, the task is to equip credible messengers with verified, usable material: sermon guides, WhatsApp videos, radio spots, farm bulletins, and committee briefs. Over time, authority shifts from the messenger to the message itself. What saves the forest, in the end, may not be a single voice but a variety—each carrying the same plain facts: e.g. protecting forest keeps rain falling; law in the Amazon means law at home; standing forest cools the air; healthy ecosystems make for healthy economies. Repetition stops being spin and starts being education. Once that logic comes from trusted voices, it no longer sounds like activism. It just sounds obvious. [I contributed a section on how to communicate about the Amazon for 'The Endangered Amazonia' report, published by COICA ORG this week. This is the second of three parts summarizing my contribution. This one is titled, "Why the messenger matters in efforts to save the Amazon] 👉 The report: https://lnkd.in/gpZs8JBW

I interview a lot of performance marketers, and there’s one question no one till now has got it right! I ask them, "How many days should we retarget BOF audiences?" They take a deep breath, straighten up, and confidently say: 👉 "7, 14, and 30 days." Like they just cracked some secret code. So, I push further. "Why 7, 14, and 30?" Silence. A nervous smile. Maybe a generic answer like "That’s what everyone does." Most marketers run ads like they’re following a playbook, not understanding the psychology of a buyer. They apply the same fixed formula whether the product is a ₹500 lipstick or a ₹2,00,000 luxury watch. And guess what? That’s why their BOF campaigns underperform. They all know the technical side of running ads on Meta, but I often find one big gap in their thinking. Here’s the problem: BOF retargeting windows should not be fixed. They should be based on how long a customer takes to make a buying decision. If you sell a ₹499 pair of sunglasses, your customer doesn't need 30 days to decide. But if you sell a ₹50,000 camera, they’re not buying within 3 days either. The Right Way to Set BOF Retargeting Days 👇 💰 Impulse Buys (₹500 - ₹4,000) → BOF: 1-7 days 🛍️ Examples: Skincare, fashion accessories, snacks 📅 Why? People make quick decisions. If they haven’t bought in 7 days, they probably never will. 💰 Considered Purchases (₹4,000 - ₹25,000) → BOF: 3-14 days 🛍️ Examples: Sneakers, home decor, small appliances 📅 Why? Customers compare brands, check reviews, and take about a week or two to decide. 💰 High-Involvement Purchases (₹25,000 - ₹1,50,000) → BOF: 7-30 days 🛍️ Examples: Laptops, furniture, luxury watches 📅 Why? These require more research. Customers look for warranties, financing options, and comparison videos before buying. 💰 Big-Ticket Investments (₹1,50,000+) → BOF: 14-90 days 🛍️ Examples: Cars, premium gadgets, real estate 📅 Why? These are major financial decisions. Customers take months to decide, so BOF retargeting needs to run longer with trust-building content. Lesson for Performance Marketers 🚀 There is no one-size-fits-all approach in BOF retargeting. Every product category has a different buying cycle. If you’re just applying the same 7-14-30 day formula to every business without understanding the logic, you’re leaving money on the table. Next time you set up a BOF campaign, ask yourself: 1️⃣ How expensive is the product? 2️⃣ How long does the customer take to decide? 3️⃣ What objections do they need help with? If you get this right, your retargeting ads will convert better and your clients will notice the difference. #PerformanceMarketing #MetaAds #D2C #Retargeting #MarketingStrategy #HonestMarketing #bottomfunnel #digitalmarketing

Both AI and neuromarketing are playing transformative roles in the world of advertising, reshaping strategies and enhancing the effectiveness of campaigns. What do you think about this Ad? Here's how they contribute: Personalization: AI algorithms analyze vast amounts of data to understand individual preferences, behaviors, and demographics. This information allows advertisers to create highly personalized and targeted campaigns, delivering content that is more likely to resonate with specific audiences. Predictive Analytics: AI can predict consumer behavior and trends based on historical data. Advertisers leverage predictive analytics to identify potential customers, optimize ad placements, and allocate resources more effectively. Chatbots and Virtual Assistants: AI-powered chatbots and virtual assistants provide personalized interactions with consumers. They can answer queries, recommend products, and guide users through the purchasing process, enhancing customer engagement. Content Creation and Optimization: AI tools can generate and optimize content for advertising. From writing ad copy to creating visuals, AI algorithms analyze data to determine what elements are most effective in capturing audience attention and driving conversions. Programmatic Advertising: AI-driven programmatic advertising automates the buying of ad space in real-time. This allows advertisers to target specific audiences across various channels and optimize campaigns for better performance. Emotion Analysis: Neuromarketing, particularly through the use of neuroimaging techniques, helps advertisers understand how consumers emotionally respond to advertisements. This insight enables the creation of emotionally resonant content that has a stronger impact on the audience. Eye-Tracking Technology: Neuromarketing studies often involve eye-tracking technology to understand where individuals focus their attention in an advertisement. Advertisers can use this information to design layouts that draw attention to key elements. Neurofeedback for Ad Testing: Neuromarketing techniques, such as neurofeedback, are used to assess the neurological responses of individuals to advertisements. This data helps in refining and optimizing campaigns by understanding which elements evoke positive or negative reactions. Voice and Visual Search Optimization: AI is integral in optimizing advertising for voice and visual search. As more consumers use voice-activated devices and visual search tools, advertisers need to adapt their strategies to be discoverable through these mediums. Dynamic Pricing and Offers: AI algorithms can analyze market conditions, demand, and competitor pricing to dynamically adjust product prices or offers. This dynamic pricing strategy can be implemented in real-time to maximize revenue. #ai #marketing #technology #innovation via @ marketing.scientist

When I started building my brand ecosystem publicly, everything shifted. The traditional advice says, "build it and they will come." But after studying founder brands, I've learned that most founders are stuck choosing between getting attention and maintaining integrity. Last year, I watched a brilliant entrepreneur struggle with this exact paradox. When I shared my Brand Trust Equation with her, something beautiful happened. Here's what I learned about building in public through systematic brand development: 1. Identity System Transparency Share your core messaging, positioning, and values openly. Building your identity in public creates accountability for authentic choices. Your audience connects with the journey, not just the destination. 2. Content System Broadcasting Document your strategic output across all platforms transparently. Sharing your content framework helps others while establishing your authority. Your systematic approach demonstrates professionalism and intentionality. 3. Experience System Documentation Show how people interact with your brand at every touchpoint. Building your customer journey in public creates better experiences for everyone. Your process transparency helps prospects know exactly what to expect. 4. Conversion System Sharing Reveal how attention becomes revenue in your business model. Building your funnel in public demonstrates the value of systematic thinking. Your transparent approach shows prospects the clear path forward. 5. Lighthouse Content Strategy Create cornerstone pieces that attract your ideal audience while repelling everyone else. Building your manifesto, methodology, case studies, and vision in public establishes authority. Your transparent philosophy becomes a filter for quality connections. This approach builds long-term brand equity instead of short-term attention. 6. Platform Synergy Framework Show how different platforms serve different purposes in your ecosystem. Building your multi-platform strategy in public creates strategic alignment. Other founders learn how to maximize impact across channels. This isn't just about building brands, it's about creating beautiful, systemized, and authentic businesses that serve both founders and their communities. When you build your brand ecosystem in public, you're not just attracting attention. You're building trust through the Brand Trust Equation: (Consistency × Authenticity × Value) ÷ Self-Promotion. The solution isn't choosing between integrity and attention, it's building systems that deliver both simultaneously through transparent, value-first brand development. The future belongs to those brave enough to build their brand systems in public. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Curious how this could look inside your business? DM me ‘System’ and I’ll walk you through how we help clients make it happen. This is for high-commitment founders only.

Acquiring a new audience requires one thing … commitment. David Protein Bars understood the assignment. They're going after women and they're not being timid about it. Their social looks like: → makeup flat-lays… with protein bars → lipstick + beauty product pairings… with protein bars → "men disappoint, David satisfies"… and PR boxes with vibrators 😳 That's a brand saying: "We know exactly who we're talking to." "We know the language of your feed." "We're willing to polarize to earn attention." If you want a new customer segment, you have to do 3 things: 1. Borrow the culture they already live in ↳ aesthetic, humor, references… not just demographics 2. Break the category's default tone ↳ protein marketing is still stuck in "bro science" mode 3. Make the targeting obvious ↳ if your current customers can't tell who it's for, neither can the new ones Most brands want a new audience… but they keep communicating like the old one is still watching. David didn't.