By: Farzin Andrew Espahani
Audience insight for advertisers and marketers often come from psychographic profiles for writing RFPs and briefs. Many big-name brands will spend thousands to develop these profiles for reaching the ideal American consumer. However, it often takes months of time and money to develop this data which may have its own limitations and concerns, caused by bias selections or poor sample sizes. One way to effectively sharpen the data collected with consumer insights and market research is to use some of the most reliable tools and strategies to help businesses get the information they need to target their desired audience. Here is a small sample of some of the most favorite tools used to gather the information necessary to get your brand ahead of the game!
Google Consumer Surveys and YouTube Analytics for Quick Focus Group Information
At the end of any marketer’s campaign, advertisers know that they need to focus on what they learned from each set to develop the knowledge to start their next campaign with the edge needed to beat out the competitors. Actionable learning is what needs to be applied to the next campaign to make it work. This is where tools such as YouTube Analytics come into play. If your team has access to this dashboard, it allows them to see the results of the previous video campaign and determine how well it performed.
YouTube Analytics provides thorough information that helps marketing teams determine retention. Alongside total views and number of engagements from fellow YouTubers, YouTube Analytics provides more in-depth information that can be used to fine-tune the next campaign. For example, retention can be linked to the specific point at which a viewer stopped watching the advertisement or skipped past it. This insight is crucial to developing a new advertising campaign that holds the viewers’ interests and keeps them engaged. The analytics allows marketers to pinpoint the exact point at which their viewers become uninterested—or even the point in which they become more intrigued.
Google Trends Offers In-Depth Insight into Consumers
Another method of gaining data regarding an audience’s interest is that of Google Trends. This tool is best for not only determining where audience interest is waxing and waning, but in learning about what topics and niches are becoming more competitive in your industry. Google Trends is the perfect place to determine what areas of interest your company can target and flourish within.
Take for example a company whose focus is on beauty. They may be interested in learning what types of videos to create to stay abreast of the best trends in makeup. Google Trends allows marketers to determine which beauty topics are of interest to society. With a simple search in Google Trends, advertisers can see that keywords related to the “smoky eye” are losing interest while “contouring with makeup” is gaining speed. This gives the beauty company an idea as to where to turn when creating their next make-up how-to video for the masses. In addition, Google Trends can be used to determine the best keywords for related searches, allowing advertisers to pinpoint exactly where they need to be in the market with buzzwords such as “highlighting” or “nose contouring.” Using all of these top queries and related queries lets a company hone in on exactly what their next advertising video should focus on. Many advertisers invest thousands of dollars trying to find this exact data while it is right at the fingertips of any company.
Another channel to consider for learning more about marketing and video trends is the “YouTube Spotlight” and “Popular on YouTube” section. Companies with access to Google Preferred advertising and Google Preferred Lineup Explorer allow marketers to see how other creators in the same niche are tackling growing trends.
Google Correlate Gives Insight to Ideas Consumers Love
One of the last tools we’ll discuss is that of Google Correlate. Google Correlate acts as a “matchmaker,” per se, for the latest search trends. Relating to the example above, let’s say you are going to focus on the rising trend of “how to contour” with make-up. You want to match up with some other topics that the same audience may be interested in. This is where Google Correlate comes into play. Google Correlate can look into queries that may follow the same search pattern. It does not work in the same way as “related searches” found with Google Trends, but can link together keywords that may occur within the same timeline.
By using Google Correlate, brands may be able to receive deeper insight into a single promotion from any type of advertisers. A beauty brand may notice that there is a relation to beauty videos about contouring to “winged eyeliner” and “highlighter brushes.” This gives a glimpse into how a company can create related content, search optimized videos and blogs, and cross-promotional opportunities over various platforms for videos and posts.
One of the most interesting aspects of Google Correlate is the geographic mapping option. In Google Correlate, select “Compare US States” which is located in the upper left hand corner of the tool. Using the same keywords as above, including “how to contour” for our imaginary beauty brand, we are able to determine that contouring with makeup is more popular in the Southern part of the United States. This helps tremendously with targeting a specific location for an advertising campaign.
Making These Tools Work for You
Now that you have all the tools necessary to check insights into your company’s niche in an affordable and easy-to-access manner, is the time to put it all to work! Using the above tools will help you develop a magic formula for compiling statistics and data that allow you to effectively market your company’s brand in an affordable manner. Take the time to assess the above tools and see how well they work for developing your next RFP or brief.