Young expat professionals do not respond well to traditional marketing campaigns. They’re not interested in photos of hired models or sanitized PR speak. What the new generation of expats crave and respond to is authenticity and they’re looking for it on social media and video platforms which is why traditional marketing managers are struggling to cope.
Part of the problem is generational. The older generation is much slower with technology. And naturally there’s always resistance to new things.
A lot of managers were afraid of Facebook and Instagram initially because they’re scared of negative comments. They wanted to control everything. But we found that when someone writes something negative, often other people will respond to disagree. Then we don’t have to do anything at all, and it comes off as more authentic and organic which of course it is.
To do it properly you need to build a tribe. Once you create a sense of community and group identity you actually end up with a very dedicated, self-sustaining marketing team.
Young expats similarly to older expats often start their purchasing process by searching Google for such products or services and then search social media platforms for any reviews or discussions to help them make their final decision.
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