Emotional Marketing

You can count me in if you say the magic words, true crime. There’s no denying the significant increase of people watching, listening and reading about true crime within the past few years. With many factors as to why we enjoy this genre, there are also many characteristics of who makes up the audience. Since there’s a bigger community, companies need to effectively target their audience.


Being a 26-year-old living in a small town, true crime is good at keeping me company. Many others around my age also turn to this genre for the same reason or another.

These are the characteristics of true crime junkies:

Photo by Sora Shimazaki from Pexels
  • 20-40 years old
  • (Mostly) Female & Male
  • Education in Criminology, Sociology & Psychology
  • Different Investigators
  • Enjoys problem-solving
  • Keeps someone company
  • Compassionate

73% of true crime podcasts are female, according to a 2018 study. Another study was done by Wine and Crime podcast. They found that 85% of their audience is female. “Compared to men, women liked reading about the psychological content of true crime stories,” Vicary said, according to Forbes

Another interesting characteristic I found is fear. Many people love getting an adrenaline rush, some often chase it. People love the thrill they get when faced with certain situations. “People like horror because it lets them experience violence and fear in a controlled environment.”


As I previously mentioned above, companies need to effectively target their audience for successful marketing. Knowing what platforms your audience occupies is important. These platforms include:

  • Podcasts
  • Youtube
  • Twitter
  • Blogs
  • Facebook
  • Instagram

Now that you know what platforms your audience is on, you need to listen to and monitor them. This will ensure you’re up to date with what your audience is saying about you and what they want to see/hear from you as well. Since true crime has a large audience, using tools such as Hootsuite, Social Sprout or Google Alerts makes it easier to monitor your audience on a larger scale.

True crime stories can be emotional and triggering. Companies can use these unfortunate feelings as a way to get to know you better, to their advantage of course. Emotional buying is an effective strategy often used. This can be in the form of buying merch, donating to a GoFundMe or signing petitions. With this genre, you can guarantee your audience will make purchases based on their emotions.

Spending a lot of time monitoring your audience and spending money on advertising won’t be effective if you don’t communicate with your audience. With multiple platforms to communicate on, many true crime stories to talk about and having a general conversation with your audience will take your company further than you think.

If you’re a true crime junkie, do you fit in with the demographic?

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