Social Media Audience Segmentation

Audience IdentificationAudience SegmentationInfluencer IdentificationPersonality InsightsMedia StrategyData Export

What is Audience Segmentation?

Audience segmentation, is identifying groups of people within a broader audience who are interconnected.
Once audiences are segmented, our insights data tells us what they care about and what trends hold them together.
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Audience segmentation, is identifying groups of people within a broader audience who are interconnected.
Once audiences are segmented, our insights data tells us what they care about and what trends hold them together.
SIGN UP FOR FREE
Who knows who, and what they care about
Why is it important?
Here at Audiense our ‘unit of work’ is an audience, defined by specific criteria such as people found in a specific geolocation.
Audiense segmentation allows you to dig deeper into the different groups that make up the entire audience, allowing us to provide more specific and niche insights for each group.
Enabling you to strategically action your findings whether it be optimizing content type/reach, increasing campaign ROIs, increasing lead generation or uncovering new market opportunities.
Why segment based on interconnectedness?
Our data team found that clustering based on this method creates the most consistent and relevant segments, as well as identifying more unique characteristics for each segment. Once we have identified the clusters/groups, we can ask the question “how do they know each other” i.e. what are the hidden trends that the platform has revealed, including interests, psychographics, influencers ...
How does Audiense segment?
We create segments by clustering individuals based on “who knows who” i.e how these individuals are interconnected. We take into account who follows who and cluster them together - for instance if person A follows person B then they’ll be clustered together.
Why does this deliver such powerful results?
This methodology delivers impressive results for a number of reasons:
Looking at the individuals
We look at communities of connected people clustering based on individuals rather than grouping followers of a major handle together.
Intelligent Segmenting
Unlike other products, we also take into consideration users that demonstrate low engagement when it comes to sharing content or participating in online conversations.
Accounting for major Affinities
Results are not skewed by affinities to major handles who are not a part of the audience (e.g an interest in love by Katy Perry will not create a large single segment grouping everyone together who is connected to her.)
Organic Growth
It allows for organic growth as communities are already engaging with each other (similar to a Beach head approach where a clear ‘point of attack’ is clearly identified.)
Eliminating false positives
It allows us to avoid the effect of false positives and language complexities (e.g. including I hate ootball when looking for football enthusiasts.)
Focusing on engagements
Focusing on engagements rather than Bio/Interests rules out basing insights on often out of date, selective and subjective data.
Multifaceted intelligence
Our insights have the ability to be tactical (e.g what is the best product to push to this device/ person via our website?) as well as strategic (how do I uncover audiences to continue market growth whilst informing strategy and acquisition plans.)
Unlimited Findings
Findings are not limited by a number of predefined segments.