Audience interests allows analysts to discover what audience(s) of a particular subject are also likely to be interested in.
For example, people who talk about the BMW i3 are 4.9X more likely to talk about canoeing/kayaking.
To give you a deep dive of how Audience Interests can be applied to help inspire new campaign ideas, I've set up an example that'll put the data into perspective.
Are you interested in learning more?
What does our client want?
Let's set the stage!
For the sake of keeping this simple, let's say hypothetically, our client is Cheez-It.
They have come to us to help them become more connected with young adults, particularly those that are under 35 with kids.
We've also received insight from our client that one of the findings from their primary research is that many young adults have expressed interest in various female artists.
The 6 top artists that were mentioned were Adele, Madonna, Beyoncé, Mariah Carey, Nicki Minaj, and Lady Gaga.
What are the fans also interested in?
This particular output was based off of people saying "I love" *insert music artist name here*.
The most interesting topic that popped out to me was the topic of LGBT, which made me wonder, 'which fan-base is more vocal about LGBT topics?'
If you focus in on the LGBT topic for all of the fans, we can see that Madonna fans are much more likely to be interested in this topic than the other artists' fan base.
What are the LGBT topics even about?
Just because more Madonna fans are more likely to talk about LGBT topics, does not necessarily mean that the conversations about LGBT topics are all positive.
In order to understand how these topics are being discussed, we will need to give ourselves some context on how these artists are being discussed around LGBT.
One way to go about this is to look at data from LGBT audiences themselves. The LGBT audience segment that is going to be applied in our example consist of sources that have self-identified themselves as gay, bisexual, trans, or are supporters of LGBT.
When looking closely at how LGBT supporters generally talk about these artists, we discover that Lady Gaga is generally more positive on social than the other artists. Nicki Minaj, on the other hand, had the most negative sentiment associated with her.
It isn’t really a secret that Lady Gaga has a pretty solid platform supporting the LGBT community.
Within the past two years, events like her debut with American Horror Story to her tribute performance to David Bowie have scored major brownie points with the LGBT segment.
Much of Nicki Minaj's negatives sentiment were about her break-up with Safaree Samuels, leaked nude photos, feuds with artists like Mariah Carey and Miley Cyrus, and her most recent sting that charged her with being insensitive about the Orlando Pulse shooting.
Which music artist has the largest reach with LGBT audiences?
So far we have found out that LGBT topics are most predominant with Madonna fans, Lady Gaga is the more favorable artist with LGBT supporters on social, and that LGBT supporters recognize that Nicki Minaj's life is full of drama.
One thing that we should also investigate is which artist has the most reach. This is important to know just in case our client, Cheez-It, is interested in the popularity over the likability of the potential sponsor.
Beyoncé slays when it comes to the popularity contest.
Ways to narrow down your search for the best sponsorship opportunity
If you were to compare the 6 artists without the interests data, would you have considered an LGBT-inspired route for your ads on your own?
I wouldn't have.
- Madonna fans are more likely to be interested in LGBT topics, Lady Gaga is the more favorable artist, and Beyoncé has the largest biggest audience reach.
- Our client, Cheez-It, is wanting to become more connected with young adults -- particularly those under the age of 35 with kids.
When we explore age demographic data for the top 3 contenders, we uncover that people under the age of 35 are talking more often about Beyoncé and Madonna than Lady Gaga.
An indication that Lady Gaga is less qualified as a sponsor over Beyoncé and Madonna.
Validate and inspire new campaign ideas with the help of Interests data
In a general perspective (no audience segment applied) we can see that when discussing either Beyoncé, Lady Gaga or Madonna, LGBT is still a topic that makes it within the top 10 interests.
However, the topic of parenting is only prominent in Beyoncé's interests data.
While people that talk about Madonna are more likely to be interested in LGBT comparatively to Beyonce's ratio, Beyonce overall aligns much closer with Cheez-It's objective.
Now you can pass this insight along to the management and creative team so they can work their magic!
And if an LGBT-inspired campaign gets a thumbs down from Cheez-It?
Circle back to the first section where we first began by simply examining the different interests in each fan base.
There are plenty of other topics to explore!
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