Using Audience Intelligence to Respond to Trends

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Audience Analysis

We use Artificial Intelligence to reveal over 175 characteristics of your existing and potential audiences from various tools and data sources.

Audience Insights are precious, so we have made these insights easy to fix into your campaigns with targeting packs. These insights can save money on paid advertising. Targeting audiences in the right place at the right time can increase your ROI.

It is also possible to reduce spend on organic campaigns. You can have multiple creatives to target specific segments, which increases the longevity of the posts.

Please find out more about Audience Analysis from our dedicated page.

Media Fuelling a Crisis?

We focus on Twitter in particular for our audience analysis into the people mentioning fuel over the crisis time-period. This is because Twitter is used by 1 in 10 as their news source, according to a recent study.

The fuel shortage in the UK hit the news stories around September the 24th, and mentions on social media were soaring almost instantly! Over the 24 hours that followed, there were nearly 350 thousand mentions of fuel. To put this into context, 24 hours before the scarcity came into the limelight, let’s take September the 5th; there were under 10 thousand mentions. So, there is no surprise that from September the 15th, with mentions soaring, so did the rise in negative sentiment as panic struck people’s tone of conversations online.

Audience intelligence: Net sentiment over time for fuel mentions.

Using social listening to track any type of crisis is crucial as you can see the spread and attempt to correct misinformation where possible.

As with many crises on Twitter, the conversations quickly turned political with chatter around Brexit and everyone posting their opinions.

Audience intelligence: Results over time for fuel mentions and Brexit
Here you can see mentions of fuel in pink and Brexit in purple, and there is a significant positive correlation.

The most engaging article that mentioned both the fuel shortage and Brexit was a newspaper article by the Metro newspaper. Headline: Foreign lorry drivers say they ‘won’t help the UK out of the s*** they created.’

This article appeared over three and a half million times on people’s timelines and was engaged with one way or another 100 thousand times (likes, shares-dependant on platform).

The second most engaging post was from a British author who mentioned the biases of British newspapers:

It is exciting but not surprising that the Guardian decided to publish a story that ‘dared’ to mention Brexit amidst the fuel shortage crisis as they are noted as a more left-wing newspaper according to YouGov and therefore due to that positioning, happy to comment on Brexit as the ‘problem’.

Guardian article on the fuel shortage

Whereas the Daily Mail newspaper, known to be more of a right-wing newspaper according to YouGov position was very different from the Guardian. The Daily Mail focused more on the panic buying aspect of the story in the early coverage and little mentions of Brexit.

Daily mail article

However, as the crisis continued and the coverage increased, the Daily Mail did release a story mentioning Brexit. But, with less blame towards Brexit: “Before the coronavirus crisis and Brexit, this industry was sick already.”

mail online article on fuel shortage

Should you join in with the Political Froth?

Do you consider the political nature of the topic when curating content?  Whilst many brands try to stay as neutral as possible online, some do not. Indeed there’s increasing evidence that consumers want businesses to take a view or stance on crucial social and environmental issues. There will be a need for brands to declare their hands and ensure they engage with topics consistent with their values.

Research shows two-thirds (66%) of respondents said they are less likely to trust a company if their actions do not match their stated purpose and values.

CBI’s Business Reputation Tracker January 2020

Examples of brands whose messaging became controversial politically include:

However, even things that seem far from political can indeed become political. For example, even the “Percy Pig” 🐷 sweets conversations became political, as discovered by our audience analysis in a previous blog on audiences within veganism conversations.

So, the general rule of thumb most organisations stick to is staying neutral. However, you still need to know which trends and conversations are becoming political so you know whether to avoid or respond online with what your audience support/feel.

Audience Analysis: Identifying Media Consumption

We can learn a lot from an audience by knowing what media, e.g. newspapers; they have an affinity with/consume. Therefore, we can use audience intelligence with your audience/potential audiences’ to identify their media consumption. This allows us to find which content and newspapers they read.  This can help indicate how the majority of your audience feel about a specific topic.

We can identify the places an audience will be online by identifying the audience talking about a topic, in this case, “fuel”. Then we can look at the percent of the audience which engage with a specific type of media. Here we focused on newspapers and can see that 15% of the audience is affiliated with the Guardian. This can help with advertisement placement; we can also explore magazines, events, places, radio, TV, and websites. Paid advertising can be difficult and costly, so we always recommend using an evidence-based strategy to increase ROI.

Audience Intelligence: Media Consumption

Once we have identified the audience’s media consumption using audience intelligence, we can respond with the best tone of voice and copy. This is important the consequences of losing rapport with your audience can be detrimental. Research suggests businesses lose 65% of their customers due to perceived apathy, so building rapport is essential. However, it needs to be authentic on the digital landscape. One way to do this is writing copy in the tone of voice, which reflects the audience’s personality type.

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