When marketing for your clients, digital agencies know the importance of defining a tone of voice to use within their marketing campaigns. That tone of voice is present in all communication a brand has with its audience, from social media posts to email marketing campaigns.

At Globital UK, we work with digital agencies that benefit from outsourcing social media posts for their clients. As a white label digital marketing agency, we know first-hand how important tone of voice is to any marketing campaign.

In marketing, it’s commonly said that brands should maintain a consistent tone of voice across all of their marketing material. While it’s true that brands should show consistency in their brand identities, tone of voice is a marketing aspect that should be approached with some flexibility.

Should A Brand’s Tone Of Voice Be The Same Across All Marketing Channels?

The immediate answer to this question is a resounding yes. Brands should be easily recognised by their target audiences, especially in terms of aesthetics and brand identity. It’s important for brands to have some consistency in their tones, but there is some nuance and a grey area to be considered.

When brands are marketing across several channels, such as using several social media platforms, email marketing and such, it’s important to recognise that different segments of their target audience will be present on different platforms. 

For instance, say a digital agency is creating content for a client and intends to market them on different social media platforms, namely Facebook, Twitter and TikTok. It’s important to understand the demographics that will be present on each platform and tailor marketing content to target each specific demographic:

• Facebook’s largest demographic (18,4%) consists of males between the ages of 25-34.
• Twitter’s users are largely made up of males (56,4%), and the most common age range is between 25-34 years old (38,5%).
• On TikTok, the majority of users are female (61%) and are mostly under the age of 18 (25%).

In addition to age and gender, each platform will have more metrics that further define its main demographics, including the type of content consumed, the typical length of time users spend online, how often their users are actively using the platform, etc. With just three examples of social media platforms, it can be surmised that each marketing channel will have a very specific type of audience member that forms the majority of its demographic.

With the understanding that each marketing channel will appeal to different types of people across a broad target audience, it makes sense that brands should be prepared to have some flexibility when it comes to their tone of voice.

Facebook ads and TikTok content simply can’t have the same style and tone, as each will reach very different audiences. Of course, overall consistency is important, but it’s important to consider each specific demographic and how they prefer being communicated with, then use that information to tweak and tailor the marketing efforts.

Need help tailoring a flexible tone of voice for your clients’ social media marketing? Need to outsource SEO for your clients? Contact Globital UK today by reaching out to support@globitalmarketing.com to find out more.