A spoonful of local content helps the message go in

More than a third of UK consumers ignore most ads they see on social media due to content being irrelevant to them, but the more local that content is the more likely they are to pay attention. 

Why it matters

That’s the, not entirely unsurprising, finding of research from online neighbourhood network Nextdoor. But it adds weight to the idea that the localism trend will stick around post-pandemic, with all that implies for how brands go about their marketing. National campaigns by themselves may not be as effective as before.

Key findings 

A study of 2,000 adults found consumers across the UK are now engaging with their local communities as part of their purchase consideration: 

• 28% of consumers are more likely to shop locally following the pandemic
• 26% are more likely to pay attention to an ad if the information relates specifically to them and their local area
• 17% are more likely to pay attention to an ad which highlights the positive work a business does for their local community
• 23% are more likely to shop with businesses which support their local community
• 17% prefer to shop with brands that they consider to be adding value to their life and community. 

Key quote 

“Meeting consumers where they are and highlighting the positive impact of a national brand on a local level is all the more crucial for advertisers’’ – Emma Mondolino, Head of Business Marketing & Strategy at Nextdoor. 

Sourced from Nextdoor