Digital Channels: A Cornerstone for NEO Engagement

Digital Channels: A Cornerstone for NEO Engagement

Digital channels are the backbone of NEO media engagement. Nearly half (44%) of all Australian click-throughs on digital ads are attributed to NEOs, who are drawn to the immediacy and relevance of these channels. However, to successfully capture their interest, brands must avoid generic advertisements and focus on delivering value. This means moving beyond basic banner ads to more interactive, personalised digital experiences that align with the NEO lifestyle.

Social Media is a primary channel where NEOs use platforms to connect, express their values, discover trends, and consume content. Marketers must focus on high-quality storytelling, visually appealing content, and responsive engagement. This requires surgical targeting and a keen understanding of the type of stories NEOs want to be a part of. For instance, behind-the-scenes content that shares the human side of a brand tends to resonate well. 

A reminder that the preferred NEO Social Media platforms, when compared to the average population, are:

1. LinkedIn +35% (more than the population)

2. TikTok +18%

3. Instagram +14%

4. X (Twitter) +11%

5. YouTube +6%

6. Facebook +5%

In absolute numbers, however, the total number of NEOs that use the platforms presents a different picture:

1. YouTube 4.6 million (in past 4 weeks)

2. Facebook 4.5 million

3. Instagram 3 million

4. X (Twitter) 2.7 million

5. LinkedIn 1.9 million

6. TikTok 1.1 million

Source: Roy Morgan Single Source database + The Honeywill Trust, 2024. N=315,515

Search Engines are another vital touchpoint. NEOs are highly information-driven, and they use search engines to validate brand claims, research products, and explore opinions. Businesses should optimize their search presence through smart SEO practices, meaningful long-tail keywords, and authoritative content like expert blogs and case studies. Brands that excel in this area become trusted sources for NEOs who are actively seeking information and insights.

Digital Video has quickly risen as a dominant media channel. Video content provides an immersive experience that appeals to the visual sensibilities of NEOs. To tap into this, businesses should create a variety of video formats—short, snackable clips for social media, in-depth explainer videos, and even branded mini-documentaries. This diversity not only ensures wider engagement but enables businesses to express authenticity and values through visual storytelling.