Understanding Your Social Media Audience

The audience is one of the most important parts of a successful sponsorship. Brands need to create sponsorship campaigns that will resonate with their target audience, and in order to create that perfect sponsorship, they need to know who their target is by performing analysis. Audience analysis is more than just knowing who your target group of people are, it provides insights into how to properly create a marketing strategy. Elite follower analysis is a vital component of a successful marketing campaign.

What Is Audience Analysis?

Audience analysis is the process of analyzing data collected on a target audience and then using that data to create a specific marketing plan to reach them, this means analyzing the data about an influencer’s followers. Brands analyze the followers of their ambassadors so they can create custom marketing campaigns in order to reach those people and improve their return on investment. There is a wide range of useful data that can be collected about an ambassador’s followers such as age, gender, race, ethnicity, socioeconomic status, interests, religion, etc. An example of follower age data can be seen in the graph below. This data combined with trend matching and smart decision making allows brands to more effectively reach potential customers.

How Brands Can Leverage Audience Data To Make Better Decisions

In order to create an elite marketing campaign that will help a brand gain better recognition, you need to understand who you are marketing for. For example, let’s say a brand is looking to showcase a new line of baseball cleats. Their target audience would likely be both a mix of males and females whose interests consist of baseball and softball and who are younger than 35. Knowing who is more inclined to buy your product allows you to define your target customer and then find ways to reach them.

Audience analysis can also aid brands in finding the best ambassadors for their products. For example, if Adidas is looking for an ambassador to promote their products they probably won’t want to partner with someone whose core base of followers are middle-aged with interests in classical music and art. Instead, Adidas would want to choose an ambassador whose core group of followers consist of younger athletes who have an income range that would be able to afford their product.

Audience analysis also allows brands to work with their current ambassadors to create content that is likely to entice their current follower base. If a brand’s goal is to reach an older group and they know which ambassadors have a follower base like what they are looking for, they can get together with the ambassador to create posts that will be engaging for the older group – posts that will generate more engagement and better results.

Another way brands can leverage audience analysis is by collecting data about the geographic locations of followers and potential customers (see example on left). If a brand knows its target group is from a certain area or region, they can invest in ambassadors that have a large number of followers in those regions. Perhaps a brand wants to promote an event they are putting on at a certain location, partnering with an ambassador from that area is sure to boost interest for it and increase turnout. Another way brands can use geographic data is to expand their company. Maybe a brand wants to expand into a new region, and a good way to do that is to partner with ambassadors from that area that have followers from the same location. These ambassadors can help develop a core base of new customers to help establish a brand’s presence in a new location.

Why It Matters

Audience data and analysis has become extremely important for brands, as proper analysis allows a brand to bolster its online follower base and captivate more followers. The better a brand is able to connect with its target audience, the better their brand recognition and reputation will be. Hookit’s product makes it easy to see all of your follower data and analysis in one place. Brands are always looking to get a leg up on the competition, and in-depth analysis is key to generating top-notch sponsorship marketing campaigns. 

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