How do you include diversity in media planning?

2 Choose relevant and respectful media

Once you have a clear picture of your audience, you can select media channels and platforms that are relevant and respectful to them. This means considering factors like media reach, frequency, cost, and impact, but also media representation, credibility, and accessibility. You want to choose media that reflect and respect the diversity of your audience, that offer opportunities for engagement and feedback, and that are easy to access and consume for different segments. For example, you might choose to advertise on podcasts, blogs, or social media influencers that cater to specific niches, communities, or cultures, or use media formats like video, audio, or interactive that are more engaging and accessible for people with different abilities or preferences.

3 Create diverse and inclusive content

The media channels and platforms you choose are only as effective as the content you create and deliver through them. You need to create content that is diverse and inclusive, that showcases and celebrates the diversity of your audience, your brand, and your message. This means using diverse and inclusive language, imagery, stories, and perspectives that appeal to and resonate with different segments of your audience, that avoid stereotypes, biases, or clichés, and that align with your brand values and goals. You also need to test and optimize your content for different media channels and platforms, ensuring that it is consistent, clear, and relevant across different devices, formats, and contexts.

4 Monitor and measure your media performance

The final step in including diversity in media planning is to monitor and measure your media performance, to see how well your media channels and platforms are reaching and engaging your diverse audience, and how they are impacting your brand and business objectives. You need to use metrics and indicators that capture both the quantity and the quality of your media performance, such as reach, impressions, clicks, conversions, engagement, sentiment, loyalty, and advocacy. You also need to use tools and methods that allow you to track and analyze your media performance across different segments of your audience, such as segmentation, attribution, and optimization. By doing so, you can identify what works and what doesn't work for your diverse audience, and adjust your media strategy accordingly.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?