Adapting Content for Audience Interests & Platform

With so many means of communication, it is essential to adapt your marketing content for both your audience’s interests and the platform on which it will be published. I came across an Instagram feed this week that perfectly demonstrates this strategy.

Lemonade is an insurance company offering home and renters coverage. Their Instagram feed is a compilation of short videos of products being dipped into hot pink paint.

The insurance company cleverly boasts, “We cover your stuff” in their profile. The videos and tagline alone would produce an interesting promotional campaign, but Lemonade doesn’t stop there.

Lemonade creates these videos to engage the ASMR community. ASMR is currently one of the biggest social media trends. According to Instagram’s year in review 2018, ASMR was the top niche community of the year. Today, almost 8 million Instagram posts are tagged #asmr, up from 5 million in 2018.

ASMR (Autonomous Sensory Meridian Response) is a sensational tingling by means of audio and visual stimulation. Videos often include slow movements, crackling sounds, and whispering. People credit ASMR with feelings of relaxation and peace of mind; studies have even shown improvements in depression and chronic pain.

Though ASMR is not directly affiliated with insurance, Lemonade has found a way to incorporate this trend to help communicate their message. Both those looking for insurance information and those simply interested in ASMR videos are now aware of Lemonade and their services and may even attribute positive feelings to the brand.

Lemonade also leverages daily trends to cover an even bigger audience and increase engagement. For example, on National Coffee Day they featured a coffee maker being dipped, and on World Mental Health Day they dipped a pitcher with the message, “…it’s okay to pour out your emotions to those around you.”

By utilizing existing engagement in trends and holidays, Lemonade expertly leverages the power of social media to increase brand awareness. Babcox publication Engine Builder was also able to adapt content for Instagram and grow engagement with the brand. While the magazine and website feature a variety of content—editorial articles, industry news, etc.—the Instagram feed is focused on photos and videos of engines. Builders and enthusiasts engage with the posts, admiring the engines, asking questions about their own projects, and offering advice. In just one year, the following has increased from 10,000 followers to over 55,000.

This strategy doesn’t just apply to social media. Whether it’s Instagram, print ads, your website, etc., Babcox Innovation Group has it covered. We can help you adapt and customize your content to best engage your audience on any platform. Let’s talk.


Kelsey Mayer joined Babcox Media in 2019 as Email Marketing Specialist and is now Digital Marketing & Audience Manager. She has a background in digital marketing, social media management, and event planning. Kelsey is a 2013 graduate of The Ohio State University. Connect with Kelsey on LinkedIn, Twitter, or by email.