Q & A: Why Brands Need to Prioritize Black Audiences

Let’s play a game. True or false? 

• The Black community is a monolith. False. 

• The multicultural population is expected to grow, holding a lot of consumer power. True. 

• Focusing on cultural tentpoles like Black History Month is a multicultural marketing strategy. False. 

If most of your guesses were wrong, it might be safe to say that you haven’t been prioritizing Black audiences enough. We’re here to persuade you that Black communities are (and continue to be) worth the investment. 

The North Star to Reaching Black Audiences is Audio 

Let’s get the basics out of the way; there’s no medium better than audio to reach multicultural audiences and no place better than here to reach them. Black audiences spend +15% more time with audio than the general population, and 84% of Black ad-supported listeners trust SiriusXM content. And instead of just talking about Black audiences, we work with content creators in the community.

The SiriusXM Podcast Network houses iconic voices like Oprah Winfrey, Joy Reid, and Neil deGrasse Tyson. Meanwhile, the SiriusXM Streaming Network features platforms like SoundCloud, where most listeners are multicultural and Audiomack, where the majority of the audience is Black. For more on how SiriusXM Media can give your existing strategy a facelift, read the Multicultural Advertising Playbook. 

We spoke with Lauren Godwin, Sales Marketing Specialist, Audience and Culture Marketing, to get her expert insights on resonating with Black audiences. She discusses the common misconceptions, disadvantages of solely focusing on cultural tentpoles, and recent campaigns that did representation right. 

Grab your earbuds and dive in. 

You Need More than General Market Ads to Reach the Black Community 

Question: What are some common misconceptions when it comes to reaching and targeting Black audiences?

Answer: “There are many misconceptions when it comes to reaching and targeting Black audiences. At the root, many advertisers assume they can connect with Black audiences through the general market. There is common perception that the Black community is a monolith, but is just as diverse as the world itself. The Black identity is vast, rich, and diverse, shaped by generational, cultural, and regional nuances. For instance, Black Gen Z is redefining music on SoundCloud with genres like digicore and emo rap, while podcasts like Gettin’ Grown explore adulting from the perspective of Black women. In science, Neil deGrasse Tyson brings intellectualism to the forefront with StarTalk Radio, showcasing the breadth of Black voices. Understanding these nuances helps advertisers create authentic and effective connections with Black consumers.” 

Represent the Spectrum of Diverse Communities Year-Round 

Question: We’ve seen it before: Brands tend to throw something together last-minute for cultural tentpoles like Black History Month, but post-February, it’s crickets. What would you say to advertisers who are still adopting this strategy (or lack thereof)?

Answer: “Many think that success in reaching and targeting Black audiences can be achieved through only uplifting and spotlighting the community during Black History Month. Black consumers want to see themselves in advertising and brand messaging. Seventy percent of Black consumers want brands to make an honest effort to represent the full spectrum of diverse communities in their ads. They don’t just want brands to acknowledge the community once a year, they want brands to truly understand the culture and champion the diversity of the community consistently. 

Brands that only focus on cultural tentpoles like Black History Month really don’t know the greater success they are missing out on. Black consumers are still consuming after February ends and are some of the most loyal consumers of any demographic. The brands that these consumers are loyal to are brands that direct their focus on the community and the culture year-round.”

Brands Should Become Part of the Events without Overshadowing the Experience 

Question: Are there any campaigns you’ve recently seen that did a great job of targeting Black audiences? What can advertisers do similarly?

Answer: “I recently visited Florida A&M University for our annual HBCU homecoming event (after leaving my beloved historically Black college, the number one HBCU, Spelman College) for homecoming. One of my favorite campaigns of the year were those IRL activations during our annual event. HBCUs live at the heart of the Black community. They birth many facets of Black culture and educate some of the community’s greatest minds. HBCU homecoming is a staple every year for those who attended HBCUs, which make up almost a third of the Black community, and their family, friends, and surrounding community. When brands show up at homecoming, it immediately signals to me that they are genuine in their attempts to connect. 

SiriusXM and the brands we worked with, in particular, not only showed up but went above and beyond with custom school paraphernalia, free beauty touch-ups for men and women, breaks from class for students with games and live music, and most importantly, messaging that not only uplifted school spirit, but was relevant and fit seamlessly into the environment. Although the event was our event, it didn’t take over the homecoming or change its nature, but truly became a part of the experience and added to its rich legacy.” 

Diverse. Young. Affluent. Driving Trends 

Question: Suppose you have 30 seconds. What’s your elevator pitch to brands on the importance of diverse advertising?

Answer: “Forty-eight percent of Gen Z is either Hispanic, Black, AAPI, some other race, or two or more races. This generation is rapidly becoming a force in the economy, driving consumer trends and projected to be the wealthiest generation by 2030. Diverse advertising is Gen Z advertising. By connecting with and uplifting diverse communities, brands gain the respect and the attention of Gen Z, attracting more profit and revenue. Beyond this, by 2050, the multicultural population is projected to be 47% of the general population. By prioritizing diverse advertising now, you prepare your brand for success in the future, and brands that don’t see the importance will surely fall behind.”

To better understand your audience is to put on their headphones. Check out our multicultural playlist here, filled with music recommendations from the top Asian, Black, and Latino artists today.

Ready to make campaigns for Black audiences that create breakthroughs, not breakdowns? Let’s chat. 

Open the Door to Reaching Diverse Audiences