Audience Profile™

Understand your audience’s behaviour & favorite places online.

Mountain biking content opportunities on YouTubeHip hop content opportunities on YouTubeFinancial services content opportunitiesGaming and eSports content opportunities
Financial services industry ad spend reportFacebook, Tiktok, and YouTube ad spend in the Financial services industryAd Spend by platform for mattress brandsWealthsimple Facebook ad spend
Mountain bike audience attention by social media platformMountain bike competitor brand focus by social media platformMountain bike social white space opportunitiesOversaturated social media platforms for the mountain bike audience
What's in an
Audience Profile™

The social creators who are most influential with your audience

Breakdown of social creators by: Biggest, Most Effective, Hidden Gems, Rising Stars

The most influential podcasts with your audience. Major Players and Hidden Gems

The most influential press & media with your audience. Major Players and Hidden Gems

The top content themes that are resonating with your audience

Low-performing / oversaturated content themes that should be avoided

Production-level insights to reproduce top performing content themes for your own brand

All content insights tailored to the social platform of your choice: TikTok, YouTube, Instagram, etc.

Your competitors' ad spend across all major digital advertising platforms

Your competitors’ ad performance across platforms (CPM, CTR)

Year over year and seasonal trends in competitor ad spend

Highlights whose spend is growing or declining, and at what rate

Whitespace platforms with high attention, low competition, and where generating results is easiest

Social platforms garnering high attention from your audience

Which platforms is it easiest vs hardest to generate results on (reach, engagement, building a following)

Platforms that are oversaturated by competitors

Platforms Covered by
Audience Profile™

Examples of
Questions Answered By This Methodology

How to identify the best influencers for my audience

How to identify the best media partners for my audience

Who are the influencers, partners and media outlets we should be working with to claim white space in eSports?

Which podcasts should we sponsor to reach gardening enthusiasts in the UK?

Which fashion brands are the most influential with American millenials?

Which gaming creators reach a predominantly female audience?

What content themes are strongly resonating with my audience on…TikTok, YouTube, Instagram, etc?

What’s going viral, and more importantly, why?

How should we produce top performing content? Video length, editing style, specific subjects, art direction—all the production level insights your content creators need.

Which content themes are oversaturated or performing poorly for my audience? i.e. What should we avoid creating?

How should we activate our editorial strategy across social?

How should our brand show up authentically on emerging social platforms?

How can we appeal to net-new audiences with our social content, versus our core audience?

How can we avoid following the crowd when creating content and blaze our own path, while driving strong digital performance?

How can I inform my digital ad spend allocation based on competitors’ spend?

Where are my competitors focusing their ad spend across platforms?

What’s my competitor's high level ad performance across ad platforms?

How has my competitors’ digital ad spend trended over the past few years?

How does my competitors’ digital ad spend trend seasonally?

Where is my audience spending time and attention across social platforms?

Which platforms offer the best whitespace opportunity?

Which social platforms offer the best opportunity to build an engaged following in today’s landscape?

Which platforms are oversaturated or performing poorly for my audience? i.e. What should we avoid focusing on?

How is all this trending over time?

How The
Audience Profile™
Methodology Works

Create a "seed list" of ~10 entities who we know are very influential for our audience.


Use that seed list to drive dozens of searches for related influences in our tools.


Analyze the behaviourof each relatedinfluence’s audience.


Drive more searches for influences based on confirmed audience behaviours.


Verify the influences’ audiences match our target audience.


Sort verified influences into 4 categories.


Measure & Categorize Posts

Sample a large number of social posts to find ones that are significantly outperforming the average.


Identify Top Themes

Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.


Measure The Benchmark

Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.


Identify & Rank Opportunities

Look at the data and find the content themes that are resonating with the audience based on a set of top creators.


Repeat For Each Platform

Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.


Repeat For Each Platform

Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.


Define the Competitors


Measure their digital ad spend across relevant ad platforms


Cross-check spend, impression, and click metrics using multiple data sources


Break down spend by platform and competitor


Highlight top performing platforms and competitors


Highlight seasonal and YoY trends


Define the Audience


Measure their share of attention across platforms


Compare attention across platforms


Define the Competitors


Measure competitors activities and where they're generating results


Overlay competition on top of attention toidentify whitespace

Social Audience Profile™
Examples From
Rightmetric's Insight Library

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