A #TeamVolery Alumnus on Understanding Culture, Community, and Blind Spots
“Learn and understand your audience’s point of view and passions,” says Vincent Cunningham about what he’s learned from building a community of 40K+ followers on Instagram and 30K+ followers on TikTok, called Hues and Culture.
Vincent is currently the Audience Development and Digital Marketing Manager at BET (Black Entertainment Television) Networks. And he’s also a #TeamVolery alumnus, having been a Social Media Specialist at Media Volery earlier in his career.
We asked Vincent to with us some of the lessons that he has learned throughout his various roles and from building an online community.
Understand What’s Trending
MV: In your current role, you are the Manager of Audience Development and Digital Marketing at BET Networks. What advice do you have for brands who are looking to be more effective at digital marketing, content marketing, and/or social media?
VC: My advice is to keep a pulse on what is trending. Stay present on those digital platforms that your audience frequents, to organically become aware of what is trending.
Utilize secondary resources, like YouTube or other researching tools, to assist with identifying any blindspots your brand might be experiencing.
When appropriate, combine what is trending with your content to foster engaging and faithful subscribers/followers.
Truly Knowing Your Audience is Paramount
MV: With Hues and Culture, you’ve built a community across social media that taps into identity, “in-jokes,” and shared experiences. What lessons do you think other brands—in both B2B and B2C—can learn from your approach? How can brands be more effective at identifying and being relevant to their audiences?
VC: Ultimately, for both B2B and B2C, I would encourage taking a hard look at your targeted demographic. Learn and understand your audience’s point of view and passions; use this knowledge to create entertaining, enlightening, or inspiring content. Understanding and truly knowing your audience is paramount because what might be viewed as uplifting to some may be perceived as offensive to others.
You Have to Use Platforms to Understand their Unique Culture
MV: What advice do you have for people who are new to the digital marketing space? How can they learn the platforms and skills they need to communicate effectively in the digital marketing space?
VC: I would advise establishing personal accounts on the various digital platforms you wish to reach your audience. Creating a presence in these digital spaces will allow you to develop and understand the platform and its culture. This newfound knowledge can be harnessed to help your brand better communicate with your targeted demographic on these respected forums.
Let the Brand Voice Guide You
MV: What’s one thing you learned at Media Volery that you still apply to your work today?
VC: One key thing that I learned at Media Volery, a staple in my career, is that genuinely understanding your brand’s voice is just as important as effectively communicating with your targeted demographic. As a digital marketer, you shape the public’s perception of the brand(s) you serve; a lack of alignment with their voice and pillars can unintentionally cause one to deploy off-brand content, leaving your audience feeling alienated.