Engaging female audiences with authentic content

Women’s sports leagues and competitions are rebranding. What can we learn from it? In the past few months, both the WTA and Women's Super League Football launched new visual identities. At first glance, they look very of-the-moment: bold wordmarks, clean typography, glowing gradients, motion-led assets. It’s the kind of design language we’ve come to expect from sports brands trying to claim cultural relevance and digital presence. But what stands out to me is not only the visual direction itself, but the thinking behind it. The WTA just change their logo, they decided to use it to tell their story. They put emotion first and not just points or trophies, but pressure, vulnerability, confidence and presence. The player is not just a performer but a person. The Women's Super League Football is doing something similar. The reactions to their rebrand have been mixed and that doesn't surprises me. But the intention is clear as it is not a brand about hierarchy and structure anymore. The new identity places the player, the teams and the emotion of the game in front. And to me, that’s a meaningful step in the right direction. In women’s sport, there is so much is still being built in the fast growing space, if it is commercially, structurally or even culturally. At the moment, the individual athletes are mostly forming the brand. The predominantly female audience isn’t just showing up for results, but mostly for personalities, for narratives, for something to feel part of. In my opinion, this is where real brand value sits. You don’t build lasting connection through design trends alone. You build it by showing what the sport means, who it’s for, and who it belongs to. As someone working in branding and strategy within this space at Branthlete, I think this is a promising development. We are taking women's sports more serious and serious. What do you think about the rebranding? And the vision behind it?

Many years ago, a male ECD who shall be nameless told me he wanted our agency to focus only on acquiring as clients, brands that targeted young men, because they were the only audience you could do great work for. Hear bloody hear, Jaime Robinson - as I've said for decades now, there's a huge amount of money to be made out of taking women seriously 💥 "I’ve been doing this job for a while now. And for the majority of my practitioner career as a creative, I was routinely dismayed by how lame and uninspired the creative briefs directed toward women would be. Perhaps this is why I spent all of my time trying to be “one of the boys” and vying to work on their briefs—because the briefs for men had a chance to be interesting, funny, brave, innovative, or even just smart. I’m not alone. Top women creatives tell me the same thing, again and again, behind closed doors. But there’s a group out there—about 51% of the population—that needs us to bring our very best thinking when we create messaging directed to and concerning them. We are an industry that spends nearly $400 billion each year telling stories. The amount of creativity we put into our work directed to women has real world implications. In truth, it’s one of the reasons I wanted to start my agency—because I felt women audiences deserved better creative work. But I wasn’t prepared for just how much doing great work would actually impact women. In our time at Joan, I’ve seen our teams create sparkling, breakthrough creative thinking that has worked to close the gender gap in CPR, inspire over 2,000 moms to start businesses, rally women to protect the planet, and erode the stigma surrounding women’s body parts. But the work doesn’t need to be capital-P “Purpose-Driven” to make an impact. In fact, merely caring enough about women audiences to break out your very finest creativity is in itself extraordinarily affirming for the audience. Because it is affirming to simply feel seen. To be understood and cared for. To be shown the basic respect of an advertiser hoping to delight you, and giving it every ounce of insight and imagination to do so. Women are extremely savvy. They know when they’re being talked down to, and they know when you are putting in the effort of reaching higher. There is incredible commercial power when you strike this chord right." Jaime Robinson JOAN Creative ADWEEK https://lnkd.in/emKS2UES

Women influence 85% of consumer spending and control 60% of personal wealth in the U.S. But most businesses still don't understand what this actually means for partnerships and revenue. This first came on my radar when I was doing a deal with a well known salty-snacks company at Barstool. They said, "Well, you have all this male audience." I said, "You have snacks. Our audience is eating those snacks every day." Then they shared: “It doesn't matter who eats it. It matters who buys it.” That started to inform the philosophy. Then I learned the data, and I was like, "Yep, these people are right. Women are buying the snacks for their family. They absolutely are making the decision and the men are eating what’s being bought.” You do not have to be a female-focused business to do business with us. In fact, you can be a male-focused brand, and we will excel for you because women purchase for their partners, they purchase for their kids and they're purchasing for their family. This doesn't just inform partnerships - it creates an entire philosophy around how we approach business. Take a men’s underwear brand, for example They want to do business with us because of exactly what I'm saying. But here's how we'd actually approach that content: it wouldn't be about "buying things for your man." It would be "my guy looks so much better in this underwear - I want to rip it right off him." That's our angle. Entertaining, comedic, and completely outside what you'd see in a normal ad. We make it engaging for our audience while driving brand awareness and consideration. And here's something interesting we discovered: when we run content like this, we see thousands of people saving it. Not just because it was entertaining but because they’re planning to take action (buy buy buy) later. Saves became a new signal for us. It's not a metric I've ever seen anyone else talk about, but it matters. You're saving it for a reason. Most media companies are trapped by their demographic assumptions. They think: Male audience = male brands only Female audience = female brands only But the 85% of consumer spending stat necessitates thinking differently.  When women control the vast majority of household spending, every category becomes relevant: auto purchases, electronics, home improvement, sports equipment, financial services, insurance, major purchases. The key is doing it authentically. The content has to be authentic and engaging to our audience while serving the partner's goals. The 85% stat means virtually every consumer brand should be thinking about how to reach women effectively, regardless of who the end consumer is. Instead of being limited to "female lifestyle brands," we can work with any consumer brand, any service provider, any product company, any business that sells to households. Because at the end of the day, household spend is run by women.  Most media companies chase demographics. We follow the money. And the money follows women.

Most marketing campaigns lack one major thing: authentic storytelling. At the end of the day, people don't connect with products; they connect with stories. They’re looking for something they can connect with that speaks to their challenges, fears, and aspirations. Storytelling isn’t just a strategy—it’s your biggest strength. I recently had the privilege of interviewing Jesse Fiest, an expert in women's healthcare marketing about the importance of content that resonates. She shared how healthcare content thrives when it starts with real stories—patient stories that begin with: 🗣️ “I was nervous because…” 🗣️ “I didn’t know what this meant…” 🗣️ “I felt alone until...” Stories that connect because they’re relatable, human, and real. But this approach isn't limited to healthcare. In any industry, balancing education with emotional connection is what truly drives engagement. Meeting your audience where they are, addressing their challenges, and guiding them with empathy creates lasting trust—whether you’re selling SaaS, retail, or healthcare. Your content isn’t about your brand. It’s about your audience. It’s about building trust by speaking their language and showing you get them. Stop focusing on flashy trends and start focusing on real connections. Want your content to hit a nerve, spark curiosity, and drive action? Lead with authenticity. Agree? --------------- 🎙️ Episode 19 of Talk Digital To Me with Jesse drops tomorrow! ♻️ If this post inspires you or someone in your network, feel free to hit repost. 👋 Hi, I’m Nikki. I share practical strategies for marketing, growth, and making the most out of your career. Hit ‘follow’ to keep updated!

🌸 So I came across this article about how the Oscars have basically become the Super Bowl for brands marketing to women... I did not expect Poise to be leading the change. Yep. Bladder leaks.   Front and center. Katherine Heigl, in a prime-time Oscars ad, talking about the coughing-fit panty blitz.  And honestly?  It was brilliant. Then it hit me:  This is the future of marketing to women. 🌸 TAKEAWAY Here’s what brands are finally realizing: 1️⃣ Women over 45 have huge buying power.  2️⃣ Authenticity beats perfection. 3️⃣ You don’t need an Oscars budget to make an impact.   At the end of the day, the most effective brands aren’t just selling a product—they’re recognizing real experiences. They’re not saying, “Here, buy this.” They’re saying, “We see you.” And that’s the real shift:  Women don’t just want to be sold to.  They want to be seen. 🌸 ACTIONABLE TIPS: So, what can smaller brands like you and me learn from this? 1️⃣ Real talk wins. Drop the overly polished “everything is perfect” branding.  Women want truth. Be real, be relatable, and speak to what your audience actually experiences. 2️⃣ Start speaking to women 45+. They have huge spending power and brand loyalty.  Yet most marketing still prioritizes younger audiences. ✔️ Review your customer base—are you unintentionally overlooking this group? ✔️ Adapt your messaging to include topics, visuals, and language that resonate with them. 3️⃣  Target smarter, not bigger. Big brands spend millions on prime-time ads.  Small businesses?  We can get hyper-targeted with our reach.  Find where your audience is already engaged—niche communities, specific platforms—and show up there. 4️⃣ Balance boldness with optimism. Oscars ads tackled real issues but kept them fun, empowering, and engaging.  Your brand’s messaging should do the same: ✔️ Inspire, but also energize. ✔️ Educate, but also entertain. ✔️ Be relatable, but also aspirational. 🌸 Do you agree? Anything to add? Would love to hear your thoughts! #MarketingToWomen #BrandStrategy #Oscars2025 #MarketingTrends  #SmallBusinessTips #BrandMessaging

🌸 How Nua Is Redefining Women’s Wellness with their Content Strategy 🌸 In a market where women’s health is often overlooked or addressed superficially, Nua has created space for open, honest conversations. Their social media handles are more than platforms for products—it’s community where women feel understood, empowered, and supported. Let’s examine how Nua elevates the conversation around women’s wellness.👇 Breaking Taboos and Normalizing Conversations 🗣️ Nua leads with mission to break the silence around periods, PCOS, and women’s health issues. Their posts often tackle subjects that are rarely discussed openly, helping to "normalize" these conversations. By breaking down societal taboos, they create safe space for women to talk about their health without judgment. Educational Content with a Purpose 🎓 Nua social media handles are packed with educational posts focus on menstrual health, PCOS, and overall wellness. Whether explaining the science behind period pain or sharing tips for balancing hormones, they provide "actionable advice" to their audience. Empowering, Not Selling 💪 While many brands use social media as sales tool, Nua takes different approach. Their content is centered around "empowerment" rather than pushing products. Posts are designed to uplift and inspire their audience, from body positivity messages to real-life stories from their community. UGC and Real Stories 🤝 Nua frequently shares content created by their customers. From personal stories about living with PCOS to tips on managing period cramps, this adds authenticity to the brand. By highlighting real experiences, Nua promotes its products and fosters a sense of community and shared understanding. Purpose-Driven Messaging 🌍 Nua’s content consistently reflects their mission to prioritize women’s health. Whether they’re advocating for better period care or raising awareness about PCOS, their messaging is purpose-driven. This reinforces their position as brand that genuinely cares about women’s wellbeing, rather than just profits. Engaging and Interactive Content 🎯 Nua has created space for their followers to share their experiences, to foster deeper connection. These interactions makes their community feel heard, valued, and supported. Supportive and Inclusive Tone 💬 Nua’s posts are consistently supportive and inclusive, using tone that speaks directly to their audience in compassionate way. They opt for clear, easy-to-understand language that makes their content accessible to all women, regardless of their health knowledge. Nua is more than just brand; it’s movement aimed at transforming the way women talk about and manage their health. Through education, empowerment, and authenticity, Nua has built digital presence that goes beyond product promotion. Kudos to the Nua's team Nameeta Saigal Sobiya Lakdawala Poorvika Khatwani Ravi Ramachandran for their innovative and compassionate approach to content and community-building. 👏 #AGtalks💯

Like most female entrepreneurs, I am a proud card-carrying member of the Sara Blakely fan club. ICYMI, Sara is the founder of Spanx, the billion dollar brand that disrupted the women's girdle industry and keeps us looking nice and smooth below our clothing. But the reason we love Sara is not because of her product, although IT IS pretty fabulous. It's because of HER.     Her personality, her candor, and her story.    She feels like she could be your best friend: a mom of four who loves Cheez-Its and hates flying, YET she is a legitimate billionaire. She intentionally wore pink when she was photographed for the cover of Fortune magazine, because she wanted to stay true to her femininity.   (LOVE THAT!!!) Her authenticity is inspiring, and because she feels so normal, her success feels like it could be your success too. I've been following her new brand,Sneex, and the launch strategy closely, and I've teased out 5 entrepreneurship cheat codes that we can all learn from: 1 :: BUILD A PERSONAL BRAND FIRST Sara spent 18 months intentionally shifting her Instagram content to showcase her expertise as a founder. She doubled her posting frequency and focused on content that built both relational and expert trust, mixing personal authenticity with valuable business insights. 2 :: CREATE AN EMOTIONAL CONNECTION Before revealing her product, Sara used family-focused posts to build excitement and curiosity around her launch. She shared behind-the-scenes moments with her children and husband, creating an emotional connection with her audience before diving into product details. 3 :: LAUNCH WITH STORYSELLING Sara's Sneex announcement used a compelling narrative structure to introduce the product. She incorporated elements like a relatable protagonist (herself), a clear problem (uncomfortable heels), and a solution (Sneex), making the launch more engaging and memorable. 4 :: KEEP IT AUTHENTIC + REAL...ALWAYS Even during a major product launch, Sara maintained her authenticity by showing unpolished, behind-the-scenes moments. She shared a video revealing a zit on launch day, demonstrating that relatability and honesty can coexist with professional success. 5 :: BUILD SUPERFANS WHO SELL FOR YOU Sara leveraged the power of influential fans by gifting Sneex to Gayle King. Gayle's genuine enthusiasm for the product led to organic promotion, including social media posts and impromptu demonstrations in public, creating powerful word-of-mouth marketing. Here's the kicker: You don't need to be a billionaire to use these tricks. Whether you're launching a side hustle or growing your business, these strategies can work for you too. Which one are you going try first? ______ If this post was interesting or inspiring to you, please share it and follow Krista Demcher for even more!

Over 90% of UK women’s health content is being censored on social platforms 😱😱😱 Unfortunately, I’m not surprised. When I worked at a lingerie brand, I saw how often the social team had to battle shadow bans - not for anything offensive, just for sharing content about women’s bodies. This kind of censorship doesn’t just affect engagement metrics. It affects people. It creates silence around things that need to be spoken about. Imagine giving birth and not knowing how to care for your body afterward. Imagine not being able to get hold of a midwife to ask simple, important questions. Imagine feeling unsure, overwhelmed, or even invisible. Unfortunately, you don’t have to imagine: → 40% of women in the UK said they couldn’t access a midwife after birth → 1 in 5 experience a mental health issue postpartum → 1 in 3 feel unprepared for their baby That’s why campaigns like Frida Uncensored feel so important. Frida - the mum and baby care brand - launched a campaign that puts real, graphic, honest content front and centre. It offers support and education for women navigating one of the most vulnerable times in their lives. It includes: 💻 An online library of uncensored, visual guides for postpartum care 🇬🇧 OOH ads across London, sparking visibility for underrepresented topics 📣 A paid casting call to hear and share more women’s stories And it's all done with both purpose. Because impactful campaigns don’t have to choose between heart and commercial success. So, what makes a powerful purpose-led campaign? It addresses a real, human problem It aligns with the brand’s values and audience truth It educates as well as engages It makes space for community and real voices It builds equity over time, not just clicks in the moment “The world doesn’t need another giant CGI handbag. It needs brands to solve real problems.” – Stefanie Sword-Williams FRSA (she/her) Frida’s work is a great reminder of what’s possible when creativity and care come together. I hope it’s the beginning of a longer movement, not just a moment. I’ll drop the website in the comments. Would love to hear what you think. ❤️ ------ 👋 I’m Jo Bird. Creative Director & Brand Builder 🎤 Now taking speaker bookings 🔗 Work with me - Link in bio