How to Market to an Unfamiliar Market While Staying Authentic
- Jenny Ngo
- May 1
- 5 min read
Information in this post was obtained from the OpenAI ChatGPT platform, Social Media Today, Pretty Little Marketer, and HootSuite.
The world is constantly evolving, with trends emerging and fading faster than ever, sometimes even faster than AI can generate a new prompt. It’s easy to feel disconnected or overwhelmed by the relentless wave of new ideas and innovations. Many of us instinctively stick to familiar territory, blending in rather than venturing into the unknown.
When companies do take the leap into new markets but fail to educate or genuinely connect with their audience, they often miss the mark—creating content that feels forced or inauthentic, leaving audiences unimpressed. Bold moves grab attention, but authenticity is what builds long-term loyalty. Here’s how to achieve it, drawing from industry insights and branding expertise.
1. Start with Deep Cultural Listening, Authentic, marketing, algorithm
Before engaging with a new audience, take time to truly understand them. According to Socialmediatoday.com, talks about how Meta’s recent research on Gen Z highlights that young consumers especially crave authenticity, diversity, and relatability. They seek brands that 'get them' rather than simply sell to them.
One of the most effective ways to research your target audience is to uncover their interests, understand their communication style, and identify challenges they face—especially those your brand can help solve. To create genuine authenticity, go straight to the source. This approach not only strengthens your connection with your audience but also builds more meaningful, lasting relationships.
Authentic, marketing, algorithm
What this means for you: Tap into your Target Audience. This’ll mean to explore their online communities, engage with their conversations, and analyze the spaces where they interact. Don’t ever track trends, dig deep, and see what works and what doesn’t.
For example, if your market is Gen Z in the UK, you might find they’re currently valuing mental health discussions and creative expression through short-form video.
2. Partner With Local Voices
If you're feeling a bit confused, no worries—you don't have to figure out this new market by yourself. Instead of going solo with the language, team up with micro-influencers or creators who are already in the mix. Meta points out that creators are super important for building trust, since audiences really appreciate their genuine recommendations way more than polished ads (Meta).
Most Influencers have built credibility within their communities because they understand the cultural nuances that outside companies often overlook. As a result, they can “translate” your brand in a way that feels natural to their audience (Meta).
Partnerships also encourage the creation of user-generated content (UGC), which Hootsuite (2024) notes is favored by social media algorithms and perceived as more authentic by users.
3. Speak With, Not At
Authenticity is more crucial than ever. One of the most powerful ways to build trust and connection is through storytelling—it helps audiences engage on a deeper level, even in unfamiliar spaces.
And here’s the thing: audiences don’t just want a brand talking at them; they want to be part of the conversation (unless, of course, you’re Duolingo). Instead of pushing polished content, invite your audience in—engage with them, interact, and create a two-way dialogue.
An article from Pretty Little Marketer, “5 Ways to Make Your Personal Brand Visible”, emphasizes that authentic branding is about showing up as yourself, not hiding behind a corporate facade. Transparency, storytelling, and offering value first, before asking for engagement, are key to standing out. And most importantly? Ditch the corporate talk. A conversational tone almost always wins, especially on platforms like TikTok and Instagram, where relatability drives connection.
Tip: Create content that asks rather than tells. Invite responses with open-ended questions, or even ask the audience what they'd want to see from you.
Let your tone match the platform and audience—casual, supportive, and real works better than sales-y in most cases.
4. Play the Algorithm Game Authentically
Don’t just follow trends—reinvent them. Hootsuite’s breakdown of the TikTok algorithm highlights that content gets pushed to more users when it instantly grabs attention and aligns with viewer interests. The goal isn’t just jumping on trends—it’s adding your own unique spin to make them stand out.
While it’s tempting to copy-paste what’s popular, doing so risks blending in rather than making an impact. In today’s fast-moving digital world—where everyone is chasing the latest trend, the key to staying memorable is differentiation.
But don't just hop on a trend to be seen—do it your way. Make sure it aligns with your values and message.
Meta notes that Gen Z especially dislikes content that “tries too hard”—so even if you’re using popular sounds or formats, keep it true to your voice.
5. Tell a Bigger Story
Today’s audience craves connection—they’re drawn to brands that stand for something bigger than just a product or service. Whether you’re marketing tech, beauty, or even yourself, your why needs to shine.
Pretty Little Marketer calls this building a visible personal brand—one that doesn’t just showcase what you do, but highlights who you are. And this isn’t just about differentiation—it’s about alignment. Consumers seek brands that reflect their values, whether that’s sustainability, diversity, or innovation. A brand’s mission should go beyond selling—it should tell a story of impact, making every interaction more meaningful and memorable.
Share behind-the-scenes moments, your learning curve, or what inspired you to serve this new market.
Think “building in public”: it builds relatability and trust while showing commitment to this audience, not just profit.
Here is a quick Sum up of the Blog Created By ChatGPT:
In Summary
Marketing to an unfamiliar audience requires more than just translation—it demands adaptation. Brands can successfully break into new markets by actively listening, partnering with trusted voices, embracing a conversational approach, aligning with cultural nuances, and sharing authentic stories.
But authenticity isn’t just a passing trend—it’s the foundation of long-term connection and sustainable growth. When brands fail to understand their audience, they don’t just blend in—they fade into the background. This blog dives into how brands can market to unfamiliar audiences while staying true to their identity. It explores key strategies, including deep cultural listening, influencer collaborations, organic engagement, trend alignment, and storytelling that resonates. By embracing these tactics, businesses won’t just enter new markets—they’ll leave a lasting impact and build trust that stands the test of time. With the right strategies, you won’t just navigate these challenges—you’ll transform them into opportunities to leave a lasting impression that sets you apart.
Resources
Meta. (2024, March 26). Meta Shares New Research into Gen Z Social Media Engagement Trends. Social Media Today. https://www.socialmediatoday.com/news/meta-research-gen-z-social-media-engagement/745214/
Pretty Little Marketer. (n.d.). 5 ways to make your personal brand visible. https://www.prettylittlemarketer.com/blog/make-your-personal-brand-visible
Hootsuite. (2024). How the TikTok Algorithm Works in 2024. https://blog.hootsuite.com/tiktok-algorithm/
Disclaimer: No AI was injured in the production of this content. AI (ChatGPT) was used as a tool to supplement, enhance, and make suggestions in writing this blog post.
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