Once upon a time YouTube was home of rich media formats. Today, rich media, as we know it, has evolved and is travelling across the World Wide Web for bigger and better things. Just like a ‘selfie’, it has found its new home on social media platforms and it is here that it is screaming for attention to all who are willing to listen.
I’ve been a self-proclaimed Sydney-sider for almost nine years now. Having had a culturally diverse upbringing in four different countries, prior to making Sydney home, I can say with confidence that my new home is one of the most diverse. The very suburb I live in ranks 11th in the recent SBS interactive “how diverse is my suburb”, representing 125 different ancestries. Chinese makes up the largest chunk followed by Australian, Macedonian, Greek, Lebanese, Nepalese and Indian.
Multicultural audience events are intrinsic to the life of every migrant in Australia, along with their children and their children’s children. Whether you speak a language other than English, were born overseas or have ancestral roots in another country – the link to culture is one that continues to thrive (no matter how long you’ve lived in Australia). Using cultural insights to effectively engage with these audiences, at the grass-root level, can be the difference between simply reaching them, versus giving them a reason to believe in your brand or product.