Turn Your Ordinary Target Audience to Extraordinary
Historically organizations have grouped target audiences into a single bucket based on broad demographic-based characteristics. Moms, Teen Girls, Professionals, Baby Boomers, the list goes on.
Unfortunately, this broad categorization method doesn’t tell us who a target audience – the people – really are. What is your target audience interested in? What are they influenced by? What do they value? Broad categorization targeting tells us only a very shallow story of who an audience is and often results in underperforming campaigns, wasted ad spend, and ultimately dwindling sales.
While organizations can make broad assumptions about what may or may not be relevant to a target based on demographics, it is not quantifiable. Not every individual in your target audience of "Teen Girls" or "Baby Boomers" wants the same product, has the same values, engages with the same content, and so on. Something they do have in common, as consumers, is the expectation that organizations know what they want and when they want it.
Based on this demanding and somewhat fickle consumer mindset, organizations face more pressure than ever to deliver personalized, targeted experiences.
So, if broad categorization is becoming obsolete and personalization is king, how can we turn ordinary target audiences into extraordinary?
Interest-based segmentation presents a powerful and unique opportunity for organizations across any industry to understand their consumers intimately. The most forward-thinking organizations recognize that to create timely, relevant strategies that resonate, they need access to high-quality audience insights that paint a 360-degree view of their target audience.
Using Affinio, we analyzed 233,071 Twitter users who self-describe as "Girl" in the “USA” to find a sample size of users who we can infer are younger girls, likely teens. On social media, audiences naturally form into communities based on their shared interests and culture. Using unsupervised segmentation, we can understand how these teen girls naturally form into interest-based communities. After all, not all teen girls are the same!
Below is an audience visualization of teen girls as a segmented audience.
Immediately we can see different segments including College Students, Hip Hop Fans, Reality TV Fans, and more. What they value and who influences them changes from segment to segment. Although we know all of these segments are teen girls, what makes them different? Affinio lets you unpackage each segment and hone in on their cultural identity [Learn more].
Interests change from segment to segment
As a small example, let’s compare the interests of two “teen girl” segments: College Students and YouTubers to see how they differ.
Interests of College Students
- The audience segment College Students are influenced by bloggers like Typical Girl, Sarcasm, and Common Girl as well as celebrities like Kylie Jenner, Miley Cyrus, and Khloe Kardashian.
- They get their content from platforms like Instagram, BuzzFeed, and Twitter and watch shows like Girl Code and The Voice.
- They love to shop at stores like Sephora and Victoria’s Secret.
In contrast. . .
Interests of YouTubers
- The audience segment YouTubers are influenced by YouTube and Vine stars like Cameron Dallas, Connor Franta, Tyler Oakley and Nash Grier.
- They get their content from platforms like YouTube and BuzzFeed and watch shows like Teen Wolf and Supernatural.
- They love to shop at stores like Hot Topic and Aeropostale.
What was once a broad target audience can now be looked at through a new lens.
Audience insights identified via interest-based segmentation can be used across-department to inform every action. . . From content creation and promotion, partnership selection, influencer programs, to the products and services you serve up when they visit your website. Instead of guessing what "teen girls" as a broad category finds appealing, Affinio gets you to the heart of the consumer and the various segments they fall into.
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