Nearly four in 10 Americans lack confidence in the media, according to a 2023 Gallup poll. In an election year where more eyes and ears will be on political news and events, how can news media and brands ensure they’re creating trust with audiences actively looking to stay informed? This question is particularly important for the Asian American community.
According to APIA Vote, 83% of Asian American Native Hawaiian Pacific Islanders (AANHPIs) have concerns about misinformation in the U.S. election, among Democrats and Republicans alike. At the same time, 78% of Asian Americans consume news at least once a day and are also 34% more likely to trust in the accuracy of news than the general U.S. population, creating opportunities for news media and brands to connect with the fast-growing segment of the U.S. population with $1.3 trillion in buying power1. Doing so effectively requires a deeper understanding of the relationship between Asian Americans and the news.
Onde os asiático-americanos obtêm suas notícias?
Os asiático-americanos são mais propensos do que a população em geral a recorrer à mídia social (Instagram, LinkedIn e Threads) e a sites agregadores de notícias como sua principal fonte de notícias. Eles também são 69% mais propensos a confiar em amigos e familiares, recorrendo às pessoas de sua comunidade mais unida que podem analisar as manchetes com o contexto certo e informações relevantes.
Quando se trata de conteúdo de jornal, a pesquisa da Nielsen constatou que o público asiático tem maior probabilidade de recorrer a sites de jornais gratuitos. Para os profissionais de marketing que esperam envolver o público da AANHPI este ano, aproveitar o conteúdo confiável em sites de notícias sem assinatura e plataformas de mídia social para ajudar a educar o eleitor da AANHPI pode ser um ponto de conexão valioso.
Construindo confiança por meio da representação
With the always-on connectivity of smartphone apps and sites that Asians prefer, how can brands tap into them to create lasting engagement? Platforms with authentic, representative content is key, as 41% of AANHPI audiences are more likely to buy from brands that advertise with news outlets they trust2.
And here’s where the influence of journalists who are representative of the community comes in. For example, ABC’s World News Tonight with co-anchor Juju Chang and MSNBC’s Morning Joe with frequent reporter Richard Lui are in the top most-watched broadcast news programs for AANHPI viewers.3 And in the 2023 Asian American Journalist Association awards, an Axios project led by three Asian journalists was a winner. Their piece Everything You Need to Know to Vote in the 2022 Midterm Election drove tremendous audience engagement in two of the top sources of news for Asian Americans, Instagram Reels (30% more than previous) and news aggregator site Flipboard (double URL open rates). Stories told about the Asian American community by members of the community create connections with audiences while providing necessary and critical information to drive change and action.
O valor da mídia no idioma
TV news programming plays a much less significant role in AANHPI news engagement compared to other audience populations, but Asian Americans are 57% more likely to get news from international television. Asians make up the fastest-growing ethnic group in the U.S. today, coming from more than 20 countries around the world and speaking more than 50 different languages.
Conectar-se com a comunidade diversificada de AANHPI exige mais do que uma abordagem única para todos. Em um relatório de 2023, a Nielsen explorou as atitudes e as preferências de consumo de mídia dos falantes de chinês, coreano e vietnamita - que representam cerca de 40% da população asiático-americana e três dos idiomas asiáticos mais falados em casa.
More than 40% of total respondents ‘strongly agreed/agreed’ that Asian media offers programs and perspectives they trust. Furthermore, the study shows that more than 50% of Chinese, Korean and Vietnamese respondents prefer to buy brands that advertise on programs reflecting their culture. Opportunities exist for brands that invest part of their advertising spend in in-language media platforms.
Ajustando os planos de mídia em um ano eleitoral
À medida que os preços dos anúncios aumentam com as campanhas políticas comprando um valioso inventário de anúncios, os anunciantes podem se beneficiar ao repensar seus planos de mídia durante este ano eleitoral e se conectar com o público asiático por meio da mídia social, dos sites agregadores e dos sites de jornais com suporte de anúncios para os quais eles gravitam. Uma vantagem desses canais é que eles apresentam uma opção mais acessível, proporcionando aos profissionais de marketing uma melhor medição do ROI.
Learn more about reaching Asian American consumers in Nielsen’s latest Série Inteligência Diversificada report.
Notas
1U.S. Census Projections 2023 and Selig Center for Economic Growth 2022
22024 Nielsen Survey on Trust in Media
3Nielsen National TV Panel, 2023
