Brands and businesses plan their marketing moves based on what they want to achieve from them but everything can go in vain if it does not reach the intended audience base. Even with so many content creating avenues, brands are struggling to stay relevant on social media. The biggest challenge currently is to offer what the audience wants but in a unique manner. The fierce competition on social media platforms has posed another challenge for brands and that is content fatigue and unclear audience selection.
Even with strong social media strategies and plans, brands are failing to build a connection with the users. This not only affects the brand presence on virtual platforms but also impacts the overall sales. This is where the significance of audience insights comes to the picture. Broadly referred to as audience analytics, these insights help brands curate strategies that are relevant to the target audience and provide some value.
In this blog, we will see which tools are the best audience insights tools and how one can implement the findings from these tools for better social media performance.
Before we jump to the tools, let’s understand audience insights in detail.
What are audience insights?
For masses, audience insights is a feature of Facebook wherein the platform gives you demographic details about your audience. Similarly, in general terms too, audience insights are all about digging into your audiences’ preferences, demographics, and perceptions. This analysis helps brand managers create effective strategies that are in sync with their target audience.
Social media tools enable you to learn more about your customers and this bridges the gap between the brand and users. Once you know what your audience prefers and dislikes, it becomes easier to frame content strategies.
Now that you know what audience insights are, let’s move on to the tools that can help you get these insights.
Every social media platform has its own channel of data wherein it gives metrics related to posts and audiences. Just like Facebook audience insights, even Twitter, YouTube, and Instagram provide data on their platforms related to the audience. But this basic data is no longer sufficient for crafting impactful marketing strategies and hence, brands must rely on social media analytics tools.
5 Best Social Media Analytics Tools For Audience Insights
1. Unbox Social
The Unbox Social social media analytics tool can help you get deep audience insights. The platform caters to all major social media platforms like Facebook, Instagram, YouTube, and Twitter. The tool also has competition tracking and influencer marketing solutions that have their respective audience analytics features.
With the help of Unbox Social tool, you can see the demographics of the audience, when your followers are online, the language your followers are using, and content themes other brands are talking about.
Additionally, the tool also gives data on audience sentiment (positive, negative, and neutral) and audience sentiment by emoji. Not just that, the tool also gives you Share of Voice data to scale your brand presence.
Synthesio is a platform that is dedicated to social media monitoring. It provides several other solutions along with audience analysis. The audience insights derived from Synthesio will help you with content marketing. The data will bring to light audience interests, unexplored opportunities in terms of trends, unexplored audience niches that are not targeted by the competitors and lots more.
People Pattern is solely dedicated to audience analytics. The platform helps you with all things related to the audience. This data-driven platform will help you shape your strategies well with its vast audience data. The platform uses social data for its audience intelligence framework. People Pattern aims to give actionable insights that can be implemented in your marketing plans effortlessly.
Audiense is another platform that is solely dedicated to audience insights. The platform focuses more on audience segmentation based on cultural understanding. This can be helpful for brands that are targeting a niche audience. The tool aims to provide you with actionable insights that will help you craft meaningful content and strategies in the future for your brand.
Meltwater offers a range of solutions and one of them is consumer and audience insights. In this solution, you will get data on audience segmentation, audience-centric social listening, and lots more. These features will help you decode consumer behaviour in depth. Knowing what your audience wants will also give you an idea of what you should not do in your content strategy.
These five tools will surely help you conduct audience analytics which will help increase social media reach. Brand managers can also explore platform-specific tools like Twitter analytics tools, YouTube analytics tools, audience insights on Instagram and so on as per their brand needs.
Now that you know how to get the required data, it is important to see how to use this data to your advantage.
How To Use Audience Insights?
1. Discover a new audience base
When you conduct audience analytics the insights can help you discover an unexplored audience base too. The demographics can sometimes have surprising results which may lead you to a unique audience base.
2. Detecting a shift in the audience demographics
Every parameter you analyse on social media tools including audience demographics will have a pattern to it. This is possible if you have some previous data. Analysing audience insights over a period of time will give you a pattern of audience behaviour and preferences. This will also tell you if your target audience has shifted in some way.
3. Helps you detect what your audience likes
Audience analytics will give you a clear picture of what your audience likes and it becomes easy to create content. Brand managers can simply frame their content based on audience preferences. This will also save a lot of time and effort. Moreover, it eliminates the process of trial and error to a large extent.
4. Find out what went wrong in your strategy
Once you analyse your audience regularly you will see what kind of content worked for your target audience and what you need to avoid in the future. This will also help you see the flaws in your marketing strategies.
5. Know whether your audience engagement is translating into sales
Some brands are highly active on social media and also generate a great engagement for their content but not every strategy translates into high sales. The analysis will help you find out whether your social media presence has any impact on your sales.
Relying on a tool like Unbox Social can help you with influencer marketing strategies too. See to it that your strategies are in sync with the audience analytics data. Note down the demographics, preferences and your competitors’ audience base for a better strategy planning.
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