Communicate with your audience in the way that works for them…
Adam Parry of Event Tech Live talks to Present owner Kieron Garlic about the future of events, comms and tech. So, what was covered.
In today’s fast-paced digital world, how and where you communicate is just as important as what you communicate. Whether you’re delivering a corporate message, marketing a product, or running an event, meeting your audience on their terms isn’t just good practice. It’s essential.
Why Does It Matter?
People consume content differently. Some scroll endlessly through TikTok or Instagram Reels; others prefer long-form podcasts or detailed blog posts. Some engage best with a quick email summary, while others want an immersive video experience. Add in the need for accessibility; captioning, language options, screen reader compatibility and the picture gets even more complex.
Ignoring these preferences means your message risks being missed, misunderstood, or ignored.
Meet People Where They Are: Platform Matters
The key is to distribute your content on the platforms your audience already uses.
- TikTok and Instagram Reels for younger, mobile-first audiences craving short, dynamic video clips.
- LinkedIn for professional conversations and B2B messaging.
- YouTube and podcasts for in-depth storytelling and thought leadership.
- Email newsletters for direct, personalized communication.
Each platform brings a different tone, format, and user expectation.
Format Flexibility: Long-Form vs Short-Form
Not everyone wants to spend 30 minutes watching a webinar. Short-form snippets, clips, highlights, soundbites are essential for grabbing attention and driving engagement. Yet, long-form content remains crucial for deeper learning and building trust.
The solution? Produce content with the intention of repurposing it:
- Create longer sessions or interviews, then break them down into bite-sized clips for social media.
- Complement videos with blog posts or articles for those who prefer reading.
- Provide transcripts and summaries so people can scan or listen as they choose.
Accessibility: Personalisation Beyond Convenience
True personalisation embraces accessibility as a fundamental part of communication:
- Offer captioning and sign language interpretation for deaf or hard of hearing audiences
- Provide language translations and subtitles for global reach
- Design content platforms with adjustable font sizes, colour contrast, and screen reader compatibility
- Allow on-demand access so neurodivergent or differently-abled individuals can engage at their own pace
By embedding these features, you not only comply with legal standards but create a genuinely inclusive experience.
The Payoff: Better Reach, Engagement, and Loyalty
When you communicate on your audience’s preferred platform, in their preferred format, and with accessibility in mind, your content becomes more relevant and engaging. It’s no longer a broadcast; it’s a conversation.
This approach drives:
- Higher engagement rates – people are more likely to watch, read, and share content that fits their habits.
- Broader inclusivity – ensuring everyone, regardless of ability, can access your message.
- Stronger brand loyalty – people trust brands that respect their preferences and needs.
Final Thought
In an age of fragmented attention and diverse audiences, the brands and organisations that thrive will be those that put personalisation and accessibility front and centre.
Your message isn’t just about what you say, it’s about how you make your audience feel, seen and heard, on their terms.
Where and how are you communicating today?
Watch the podcast here – Redefining Engagement: Inclusive Strategies in Event Technology with Kieron Garlic and Adam Parry