‎Introduction to Audience Research

Introduction to Audience Research

Updated

24 days ago

Learn how to use Audience Insights to unlock actionable audience insights to inform your target audience & create relevant content.

Audience Insights provides you with the ability to create a holistic view of your audience.

Discover: Deep-dive into your target audience by understanding their demographics, brand affinities, and patterns of consumption to personalize product and customer experience for them.
Create: Generate new & effective content ideas that will resonate with your audience by identifying main story points and ideas in conversations of your audience.
Act: Find key brands & personalities to partner with for driving brand awareness and identify media channels most effective to boost your campaign ROIs.

Persona

As a Brand Manager, I want to understand the brand affinities of my audience to create accurate consumer personas
As a Brand Manager, I want to Identify key opinion leaders within an audience to effectively drive brand awareness and advocacy
As a Creative Manager, I want to Identify main story points in conversations with your audience to generate new & effective content ideas that will resonate with them
As a Media Manager, I want to identify top media channels relevant to your audience to boost ROIs

Business use cases

Brand Affinities via Follower Relationships

Use Case: As a brand manager, you want to know what accounts people talking about your brand follow in order to identify unknown competitors, similar brands to yours, etc.

Solution: The Advanced Audience Insights helps you visualize brand affinities of your audience via the Followers Network visualization:

Uncover unknown brands such as stealth competitors or complimentary brands for partnerships
Visualize common followers between most followed accounts to gain insight into pattern of preferences within your audience
Utilize these insights for creating accurate consumer personas and personalization of content, product and customer experience for them

Conversation Insights on Audience

Use Case: As a marketer, you want to generate insights on conversations to create content that resonates with your audience.

Solution: Using Advanced Audience Insights, you will get advanced content analytics for creating targeted content and creatives:

Identifying key themes in conversation, top trending hashtags and popular brands being talked about
Discover popular media with AI detected scenes, objects & activities for creating relevant visual content
Discover top entities – phrases, keywords, people, emoticons with the powerful entity word cloud*

Influencer Discovery

Use Case: As a marketer, you want to identify influencers around a specific topic or product segment to drive awareness and partnership in ad campaigns.

Solution: Identify key opinion leaders within an audience to effectively drive brand awareness and advocacy. Refine your influencer search with the ability to filter –

Influencers by country or language
Influencers by their follower/count reach. For example, Micro, Macro, or Celebrities
Influencers by their category of interest. For example, Technology, Beauty, etc.

Campaign Management

Use Case: As a marketer, you want to run ad campaigns on specific users segmented within your audience.

Solution: Using Advanced Audience Insights, you can create profile lists/segments on the fly without having the need to create separate segments via segment manager.*

Note: Feature to be supported in coming releases.