Brandwatch + Cision
By Giles PalmerFeb 26
How connected is your organization to its customers?
Often marketers think they have a pretty good idea of who their consumers are, but there can sometimes be little evidence to support this.
Social Listening platforms bring rich and detailed insight into what is being said about your brand online, but there’s an increasing need to discover more about who the people are behind those conversations.
That’s where Affinities comes in.
With Affinities in Brandwatch Consumer Research, you can learn more about the people talking about your brand online by understanding their unique interests.
When we describe ourselves in everyday life, we might share our age, our profession, and soon after, we begin to discuss our interests – they’re a huge part of who we are.
From football to pumpkin spice lattes, Affinities provides you with a deeper level of understanding about your consumers’ preferences. This is hugely advantageous and important for brands in order to become truly consumer fit, and to help them craft communications that will resonate.
With Affinities, you can:
When exploring the interests of vegans around the world, for those in the US, health and nutrition came up frequently. Using Affinities, we learned that the number one interest for vegans in the US was vegan cooking, which is supported by multiple mentions within their conversation around vegan recipe ideas and food experimentation. Makes sense.
Interestingly, when exploring vegans in the UK, there was a lot less emphasis on the foods they’re consuming in comparison to those in the US. When it came to the interests of the UK-based vegans, animal welfare and wildlife were the two top interests.
This clear differentiation between vegans in the US vs those in the UK could be highly valuable to brands when creating content and messaging that will resonate with these audiences. If for example you were a vegan cosmetics brand trading in the UK and US, you might want to adjust your marketing strategy and messaging accordingly:
By exploring the differences between your consumer groups based on location, this can be valuable in helping you to refine your brand message for different markets.
Whether the interest is because of his views on veganism and animal cruelty, or as a direct result of his very successful show Afterlife, you guys are loving Mr. Gervias right now.
This insight can help with content ideation and give you a glimpse into other areas of interest for your consumers – if your consumers are interested in Kanye West and Drake for example, rap music is likely going to appeal to them.
Insights around influencers and celebrities can also be really useful for brands when thinking about who to partner with as part of a wider marketing campaign.
Fancy joining us on a webinar soon, Ricky?
Cycling is becoming a big hit in the United Kingdom. Over the last eight years, conversation about the sport online has grown three fold. The sport has welcomed those from all walks of life, yet still attracts a fairly niche audience.
For companies looking to engage this audience, a key question is where should I advertise?
Of course any marketer can go on Google and Facebook and simply target cycling fans, but you’ll face a lot of competition from other brands.
A smarter tactic is to use Affinities. Within seconds, we found that British cyclists 12th top interest is for the Guardian newspaper. Compared to the general public, cyclists are 6x more likely to be interested in the Guardian. It’s obviously a newspaper that this group values highly.
With this knowledge, it makes sense to do a bespoke marketing campaign with the Guardian. Perhaps you might pay for a sponsored post, or a long term advertising slot, or even ask your PR team to partner with the paper.
Affinities unlocks new opportunities to engage your target audience and for British cyclists, that’s in the Guardian newspaper.
Methodology: To find these insights, we created Social Panels and explored their top interests over a 30 day period.