But in terms of media planning, I’d argue that knowing which channels your audience is spending their time on is just as important as knowing who your audience is. Channel and Platform Research Learning about your audience doesn't just stop at personas or demographics. In 2021, 43% of media planners conducted market research to find the most effective channels for reaching their targets. This percentage will grow significantly in 2022, with 53% planning to leverage it for the first time. The data above isn't too shocking. Before you know how much of your budget to invest in each area of your media mix, you'll want to get an idea of which channels your target audience spends their time on.
You can also benefit from using your own data by looking at which channels are most effective at helping you meet your specific goals. But, you should also leverage outside research as it can provide crucial demographic data on the specific fax number list channels you use. For example, in our 2022 Social Media Report and survey, we found that younger audiences like Millennials and Gen Z prefer shorter video content that is funny, trendy, and reflects a brand’s values - on platforms like TikTok and Instagram. Meanwhile, Baby Boomers prefer interactive/educational content such as interviews/podcasts/expert discussions, and live videos, with Facebook being their platform of choice.
These facts will help you plan out your media mix by giving you insight on critical questions, such as whether your demographic is embracing social shopping tools on platforms like Instagram or other platforms. Once the research is complete, media planners are using templates to help allocate and organize their media mix with maximum efficiency. Media Planning Templates Media planning templates are leveraged by 40% of media planners and 46% of them say it is the most effective strategy they use to reach their business goals.