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Reach younger audiences without losing the ones you have.

Understand what the next generation of your category cares about, and how far that sits from your current base.

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By the Licter analysis team · Updated

What you get

  • A gap analysis between your audience today and the one you want.
  • The subjects and platforms of the next generation.
  • The creators who bridge the gap.

Trusted by 50+ organisations · 160+ projects since 2022

The question we get

“What matters to 18 to 30 year olds in our category?”

Today, you seeWhat is missing

  • A loyal base that is ageingWhat the next generation cares about
  • "Young" campaigns that do not landWhere and with whom to speak to them
  • The fear of alienating current customersWhat the two audiences share

What you receive

Gap analysis

We compare, point by point, the generation you want and your current base: subjects, platforms, creators, words. The gap becomes a list of concrete bridges, to reach younger audiences without losing the one you have.

  • A gap analysis between your audience today and the one you want.
  • The subjects and platforms of the next generation.
  • The creators who bridge the gap.
  • A plan to get younger without losing your base.
Get a real case of this kind
Gap analysisYour current base against the target generation
Current baseTarget Gen ZGap
Main platformFacebookTikTokwide
Top subjectheritagepre-ownedto bridge
Creators followedfashion press20 to 150k creatorswide
First purchaseiconic bagsmall leather goodsclose
Budget€2,000 and upunder €400wide

The bridge: small leather goods, already wanted by both audiences.

Source: Behavioural panel, TikTok, Instagram · 18 to 25Licter · p. 5 / 18

How it runs

  1. Day 0Framing

    We define the target generation and your current base.

  2. Day 3Collection

    We collect what each one follows, says and buys.

  3. Day 7Analysis

    An analyst measures the gap, subject by subject and platform by platform.

  4. Day 10Decision

    We propose the bridges: subjects, formats, creators, entry products.

Indicative timings for a first read; continuous monitoring starts as soon as framing is done.

What we read

  • Behavioural panel
  • TikTok, Instagram, Twitch
  • Creators
  • Your current base

They talk about it, and a typical case

58:39 “Every trend comes from TikTok.” Orange · B. Hoang

Typical case · illustrative figures

A leather goods house has a loyal base of collectors.

Gen Z dreams of the brand but cannot afford it yet: affinity 71, penetration 9.

Our recommendationAn entry product and a creator programme.

The real figures of a comparable engagement, anonymised: get a real case 

  • Customers for the next ten yearsYou prepare the next generation of your base before it ages.
  • Fewer blind testsYou know where and with whom to talk to the next generation.
  • Your current base keptThe bridges go through what both audiences share.

And for you?

Get a real case of this kind, in your sector.

Anonymised, sent by a consultant within 48 hours. To see what the read actually gives for a company like yours.

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Rather read first? The guide to the 12 questions 

Frequently asked questions

Do we need to be on TikTok to get younger?

Not necessarily. We tell you where the target generation talks about your category: sometimes it is Twitch, YouTube or forums.

Do we risk losing current customers?

That is exactly what the gap analysis avoids: we see where the two audiences meet.

How long does it take?

Two to three weeks for a full analysis.

Which of these questions is yours?

Leave your email or phone number. A consultant calls you back within 30 minutes on weekdays to talk it through.

A consultant, not a sales team. Weekdays, 9am to 7pm.

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