What is Audience Intelligence?

What is Audience Intelligence?

Understanding your audience is essential in building a workable and successful social media strategy. Luckily, today, brands and

audience intelligence

Understanding your audience is essential in building a workable and successful social media strategy. Luckily, today, brands and businesses can use a variety of audience intelligence tools to gather useful data on how people move in digital spaces, what content they find entertaining and valuable, and how to get them engaged with social media accounts.

Companies and brands that make the most of these insights and data can build a more personal connection with their audience and significantly increase their chances of getting their attention.

On the other hand, targeting wider, generic social media groups and ignoring the benefits of audience intelligence can easily result in being beaten by the competition and crowded out of the market.

Building a relevant, memorable, and valuable online brand requires a lot more than just understanding the latest Instagram or Facebook algorithms and posting nice visuals and videos. To stand out of the continually growing digital noise on the social media channels, you need to hone in on your audience with more precision. This is where audience intelligence tools come in.

Audience Intelligence and Social Listening- What is the Difference?

With millions of people turning to webshops over brick-and-mortar stores, digital space is obviously the number one spot to boost your brand visibility. However, before jumping on your digital media strategy, you need to understand your target audience.

Audience intelligence provides you with a clear view of your potential customers. It gathers all the data about the people visiting your website or social media accounts and puts it into a format built around your business.

Basically, with audience intelligence tools, you get the know-how to target the right audience at the right time with the right message. These AI-driven tools help businesses across different industries to launch new products by discovering what is and isn’t working for their brand, providing all the data on how to build a successful marketing strategy, or define which audience segments convert into leads.

The main difference between audience intelligence and social listening is in scale. Social listening focuses on monitoring online conversations on social media platforms only. On the other hand, as a more advanced tool, audience intelligence uses a much more comprehensive range of signals to understand an audience. It also puts data into a context, and answers how to use this data.


Audience Intelligence Data as a Fuel for Growth

Part of being on social media is that you’re interacting in an online community. That means you’re coming into contact with fans, potential customers, and competitors. To succeed, you need to know how to promote your business to potential customers and fit into this social media community. Audience intelligence is just the right tool to determine if your efforts are pointed in the right direction and get a clear sign when you need to make adjustments. Here are some other benefits of using it to boost your sales and growth:

Define the Right Content and Media

There are more people online today than ever before, regularly communicating and sharing their thoughts and opinions. Facebook, YouTube, and TikTok only, as the three most popular social networks in 2020, are expected to hit more than 5.9 billion users by the end of the year, a 900 million jump in a year. How can your content stand out in this digital noise and reach the right people?

With audience intelligence, you can easily measure how your content performs across all devices and different media platforms. Such valuable insight helps measure brand exposure, optimize media planning, benchmark against competitors, and maximize advertising revenues to get the best results.

Real-time Audience Data

The speed of decision-making in businesses has drastically outpaced the speed of traditional market research. As a result, companies, and brands have to explore new ways to reach their target audience, gather and analyze data more quickly, and repeat it frequently to keep up with the market and their buyer’s needs.

Audience intelligence is a fantastic way to analyze your target audience and discover new trends. By relying on real-time audience data over out-of-date analysis, you can evaluate each marketing campaign’s effect or improvement in the conversion process.

Learn Who and How to Target

Without knowing your target audience, you can never be sure your services or products will reach the people who are the most interested in your brand. Where are those people located, and what language they use? At what time of the day are they surfing online or posting?

Audience intelligence will help you discover key personas and segments in your target audience based on demographics, interests, and behaviors. It’s a smart way to find out who you want to reach and how to target them.

With these AI-driven tools, you can also understand your audience at a deeper level. Knowing where your audience comes from and what interests them is essential in identifying the most valuable channels, making data-driven decisions, and increasing investment return.

Boost Audience Engagement

Audience intelligence will help you discover how the audience uses your website. How they access the content, what devices they use, what pages they visit, how much time they spend on pages, or how to define their conversion pathway.

These AI-driven tools will help you understand what people are doing online and which channels are performing.  By getting to know your audience better and learning about their online behaviors and habits, you can define how to boost user engagement.


Influencer engagement filtering through Mentionlytics platform


Manage your online reputation

Keeping a successful online reputation is the trickiest part of promoting your brand on social media channels. The more fans and people your products and services reach, the bigger the chances are of facing a negative review of unsatisfied customer.

Finding out what and when your customers are writing about the brand is one of the biggest challenges in keeping your online reputation top-notch, especially if you use a few different social media channels.

By using artificial intelligence to analyze each new mention and classify it as positive, negative, or neutral, audience intelligence tools can help in monitoring and managing online reputation 24/7. That way, you can easily track comments, filter negative reviews, and monitor the social media community’s engagement at any time.

Identify Marketing Opportunities

When creating a new marketing strategy, it is essential to fully understand the market you are aiming at. What channels your audience uses the most? Are there specific hashtags you should know? What are their interests, and what kind of content engages them? Audience intelligence can solve all these questions and help identify new marketing opportunities to boost reach, engagement, and investment return.

More Relevant Customers and Better UX

With a better understanding of an audience, you’ll get more relevant customers and higher conversion rates. By providing more relevant leads, audience intelligence makes sales and marketing timely and efficient. More right customers willing to pay for your products or services means higher revenue and less cost.

At the same time, by removing issues that are bothering your customers and defining which areas to develop, you will improve the overall user experience and reduce sales and customer support costs.

Identify Social Media Influencers

Social media influencers are one of the best ways to connect with your target audience. Audience intelligence helps identify the ones relevant to your brand by analyzing their online conversations related to your products and services, business, and industry.

Moreover, it will help to understand their influence on your target audience better and measure the impact of their posts.

Give Your Business a Competitive Edge

It’s very simple; if you want to reach your target audience and potential customers, you need to be precisely where they are. You want them to hear about your products or services on the social media accounts they follow, in podcasts or videos they watch.

Before, collecting data about your audience’s interests and habits on a few different channels took ages. Luckily, thanks to audience intelligence tools, today, you can gather all this data by a single click and see where your target audiences focused their attention. No matter the industry or the market.

Audience intelligence tools make understanding your audience simple and straightforward. They will provide you with the power of enterprise audience analytics, but with the simplicity that small and medium-sized companies need, which makes them fantastic to give your business a competitive edge.

Building an audience and then transforming it into loyal and paying customers is the path to grow a constant and consistent stream of revenue. Data plays the main role in getting there.

About John Kopanakis

John is a co-founder of Mentionlytics supervising Business Development and Business Processes. He is a Professor of Business Intelligence with interests in Data Analytics and Innovation.