Ethnic Media: How To Reach New Markets

25th August 2020

Now more than ever we live in a world that is surrounded by media. Whether it’s reading, watching, listening, we are inundated by different media platforms and formats. If you sat and thought about all the different media outlets in your life alone, it’s enough to make your head spin.

It’s this inundation that can make it difficult for brands to reach audiences of a particular ethnic background. With so many platforms, it can be hard to break through the noise and grab the attention of your desired audience, but it is imperative to remember that you still can do so. This is where ethnic media comes in.

Over 250 Ethnic Media Channels In The UK

With over 250 ethnic media channels in the United Kingdom alone, there is enough in which to keep your head turning from earlier, however it is limited enough whereby you can access your target market easier than with a non-ethnic media title.

Unlike with the mainstream media outlets, ethnic media is typically created by and for particular ethnic groups as a means of either sharing news in their native language, about the local community or even news from their home country. These outlets come in many shapes and sizes, some run by ethnic media groups, whilst others started as a one person operation, turning into a small-medium sized team.

Communicating Through Ethnic Media

Just as you would for any other promotion/advertisement, you can still communicate through advertorials, paid banners, display advertising, print advertising or even through the radio, however by using these channels, you are enabling the content to directly reach who you are trying to target. This said, you don’t just want to put your message out there in English. By using the native language of the audience you are trying to reach, you are showing that you value their custom and it creates a welcome and inclusive feeling for the customer. It must also be noted that if you are looking to target more diverse audiences, you MUST reflect this in your visuals. If you have imagery with just white individuals this won’t be relatable for communities of African and Asian ethnicities.

Engage Ethnic Minorities Through Ethnic Media With GottaBe!

This really isn’t a difficult process and is one that is incredibly enjoyable as you begin to engage with different communities and expand the brand’s customer base through inclusivity.

Here at GottaBe!, we have a breadth of experience in reaching out to and engaging with ethnic minorities so would be more than happy to help if you are looking to do this.

Photo by AbsolutVision on Unsplash

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