The world is becoming closer, day by day. Differences between the cultures are being accepted and celebrated widely, all around the globe. As a result of the increasing multicultural population more and more brands are shifting their marketing plans to include consumers who identify themselves as Asian-Americans. All as part of their target consumer group.

While promoting and selling your brand and services might be challenging to this diverse group, there are a few ways in which you can ensure that your social media marketing is highly effective. So, if you are interested in using social media to reach out to all the Asian-American consumers, below mentioned are four tips to help you get started:

1. Narrow Down Your Target Audience 

While people who are Asian-American are often seen as a single group, the diversity within it is vast. According to a research centre, about 20 million Asian-Americans trace their roots to more than 20 countries in East and Southeast Asia and the Indian subcontinent. Among them, more than half were born in some foreign state and later migrated to the U.S. either as children or as adults.

This clearly demonstrates that not all Asians look alike, nor do all Asian-Americans experience the same situations. Therefore, it is very important to narrow down your target audience by factors such as ethnicity, how recently they’ve immigrated to America, what generation of immigrants they belong to, etc. This will help you to better understand how purchase-decisions are made in the target households, which eventually makes it easy for you to shape your marketing messages.

2. Choose the Right Social Media Platforms  

Decide which social media platforms to use in order to get the maximum attention of your target groups. Once you’re done with narrowing down your target demographic, it’s high time to choose the most effective social media platforms to promote your brand and business. However, this might take a bit of research since many Asian-American consumers identify as being multicultural. They use multiple social media apps that are popular in America as well as in their country of origin.

WeChat and the Little Red Book are examples of two apps that can be used as a means of getting useful information about your Chinese-American customers. Now if, Chinese Americans are a part of your target demographic, both these apps should definitely be included in your list to gain their attention. 

3. Showcase  Culturally Appropriate Content

Start researching content ideas that your target audience might find interesting. You’ll need to conduct thorough research to get a better idea of the content that’s both entertaining and engaging for them. A good idea is to browse through websites that are popular among Asian-American communities and see what topics are trending.

However, make sure that the content you wish to post is culturally appropriate for your target audience. So that you don’t, unintentionally, create a product or promote marketing messages that are insensitive or offensive. To ensure this, it’s recommended for you to get the content approved by individuals who are fluent and familiar with the Asian-American community that you’re aiming to attract.

4. Choose the Right Partnerships

A great way to use social media in order to get your target consumer’s attention is by collaborating with the right influencers. Now more than ever, brands are leveraging influencers to promote their brands and market their products across social media platforms, because when done right, they can produce massive results. However, the best way to run a successful social media influencer campaign is to find the right person for the job and not just any famous personality.

Do not go for the perfectly photo-shopped images and too good to be real influencers, those are all the things of the past. Instead opt for people who look and sound trustworthy and relatable. While conducting your research, make sure to find influences with an authentic voice that resonates with the Asian-American community.

Overview:

To sum it up, Asian Americans are an important consumer group for Brands and companies, given their population growth and buying power. You may however, face challenges and difficulties due to the cultural diversity among the Asian American community, but don’t worry! You can certainly reach these customers by narrowing down their target audience, choosing the best social medial platforms and sharing culturally sensitive and relevant content with them. Along with that you can practice forming partnerships with the right influencers for right marketing.