In gaining access to large volumes of data from across the social web, from social networking and video sharing services to blogs and forums, organizations can now learn more about their audience—their client base, potential clients, or any group that they choose to target and engage. A wealth of audience insights, or new and unexpected knowledge about consumers, can now be extracted from social data and is being used to drive strategic decision making in marketing and PR teams, as well as in product development and customer support.
Learning more about your audience, who they are, where they are, what interests and motivates them, and how they spend their time online makes it easier for you to be inspired and to create and deliver more meaningful and relevant content to the people most important to your business.
Using audience insights to maximize your marketing ROI
Depending on the tool or method used to collect and process social data, audience insights can range from basic demographic information such as age cohort, education level, or occupation to psychographic variables, which may include a group’s shared hobbies, interests, and values. Other potential consumer insights one could obtain from social media data include language(s) used, brand affinities, device and app usage, media consumption habits, purchasing behavior, and lifestyle choices.
By obtaining this type of information about your customers or target audience, you can ensure that you deliver the right content to the right audience on the most effective channels for your purposes. These insights are critical for carrying out audience segmentation through which you can define a specific audience, tailoring your messaging to that audience, and then choosing communication channels in a way that maximizes the impact and cost-effectiveness of your marketing initiatives. Moreover, the insights gathered from audience analysis are not just useful for refining your content strategy but can also be used to find key influencers in your market, investigate your competitors, and inform research and development.
Obtaining audience insights using traditional market research methods
One way of obtaining insights about an audience is to use traditional market research methods such as focus groups, interviews, and surveys. However, these methods have their limitations. Conducting focus groups and interviews are time-consuming and costly. And because today’s consumers are busy, surveys and questionnaires oftentimes suffer from low participation rates, leaving organizations with sample sizes that may be too small to be representative or meaningful. Finally, occasional use of conventional market research tools can leave firms lagging behind their competitors and rapidly changing trends.
Access fresh audience insights faster using digital tools
An audience insights tool, or software that extracts actionable information about an audience from social data, can provide you with a simpler, faster way of obtaining business-critical insights into a valued group. It has been said that social media is the world’s largest, most unbiased focus group, and audience insights tools let you plug into that massive pool of data. Robust social listening platforms like Synthesio come equipped with social analytics tools that offer you easy access to insights obtained from large volumes of data; data gathered from a diversity of sources—from social networks and from user behavior across various devices, platforms, and websites.
Get accurate and relevant audience insights in seconds using Synthesio
Synthesio Profiler is a powerful audience analysis tool that provides you with a wide variety of detailed insights into the group(s) you want to engage in. By letting you drill down into specific demographic, psychographic, and behavioral details about the groups in which you’re interested, Profiler helps you find the specific information you need to:
Define audiences for micro-targeted campaigns.
Develop compelling and creative content that you can be confident will appeal to your audience.
Choose the best channels to reach your fans or potential customers.
Identify events, brands, and influential people to collaborate with and amplify your message.
Profiler helps you maximize your marketing ROI by letting you know who your audience is, where they are, what they’re doing online, and what they’re interested in. When coupled with Synthesio’s AI-powered trend detection and insights tool, Signals, you can dive deep into the consumer mind and even predict what your audience just might be looking for. With Synthesio, you get the social intelligence you need to take advantage of emerging trends, engage and inspire audiences with interesting content, and stay ahead of the competition.
How Paprika Used Audience Insights to Double Black Friday Sales for Luxury Client
“Profiler helps us to build more effective campaigns. Based on the socio-demographics criteria, we define the target to use in our social ads while affinity categories & hobbies help us to create the right content. We’ve saved time on set-up & optimisation. Results doubled for our customer.”
These can be obtained by conducting interviews and focus groups or using other types of conventional market research tools. A more efficient way to obtain these insights is to use an audience analysis tool to extract insights from a data set. Today a wide range of insights can be extracted from social media data using social media listening and social analytics software.
What are some examples of audience insights?Carmen Yeung2020-02-04T16:00:54-05:00
These vary from demographic characteristics, variables like age group, gender, or family status, to psychographic characteristics, which may include shared interests, attitudes, hobbies, and values. Other types of insights are behavioral. Some examples would be online purchasing behavior, media consumption patterns, and travel destinations.
How do you target a niche audience on Facebook and other social networks?Carmen Yeung2020-02-04T16:01:00-05:00
You would begin by defining the specific socio-demographic and behavioral characteristics of your target audience—identifying a target persona essentially. You could do this by surveying your customers or using an audience insights tool to learn more about your existing customer base or visitors to your website, for example. You could then create a target or buyer persona based on the unique characteristics of your target group and then specify the different aspects—interests, behaviors, and household composition, for example—of your target audience on the social media platform of your choice.