This is my review of Audiense, previously known as SocialBro. I was provided with a free press version to try the tool.
In this review, I’ll talk about:
- What is Audiense
- What Audiense does
- The Audiense Manager
- The Targeting Pack
- Who is Audiense for
What is Audiense?
Audiense is a consumer analysis and segmentation tool that helps companies run successful marketing campaigns.
With Audience Connect, you can measure your – or anyone else’s – Twitter audience and track their social media marketing efforts. Audiense Insights focuses on understanding any audience you want.
Companies can use this method to collect specific social media data for effective social marketing campaigns. Most of the additional features are related to ROI monitoring and online advertising.
In other words, it lets you understand how your audience follows, interacts with, and responds to a brand or influencer.
The Audience Manager
Not only that, it also allows you to aggregate your Twitter audience into a personalized user group according to predefined criteria that you can use in your marketing campaigns.
This means that with Audiense you can complete multiple research tasks in minutes and discover new possibilities:
- Find segments for the audience following a specific brand or influencer
- Target a specific group of people who are influenced by certain brands or people.
- Launch new products to specific new audiences based on analytics and segments.
- Provide tools to better engage with your target audience by understanding their behavior
The list is longer, Audiense can do more tasks, so I would recommend trying the program for free.
What Audiense does
Some of the tasks you can complete
Audiense really comes in handy when you need to know more about your target audience, if you are marketing, it is a must.
Learn about your audience
Audiense provides data and analytics about your social audience. You can reveal segments, sub-audiences, and other details to see who is following you.
Build an audience
This tool allows you to create a custom audience for Twitter users. The Audience Connect dashboard provides community data in dashboards and widgets, so it is interactive.
Segment your audience
Sign up to Twitter and Audiense will provide you with a lot of follower information according to a wide variety of criteria, from job roles to interests, gender and specific keywords, just to name a few. You can also segment your audience based on conversations, behaviors, connections …
A detailed look at the features
Audience Insights is arguably the most impressive Audiense tool, let’s take a closer look.
Audience insight is segmenting your audience for a given Twitter account to increase understanding. In the screenshot above, I took the London agency Dare account as an example, and the data tells you that there are 5 main segments, the largest of which is Strategist Idea.
The fun part about segmentation is that you can find out who they are in terms of interests, job titles, and other demographics. For example, in our case, the “production, film” segment is not the audience we are looking for. We don’t need such an audience, and the tool helps us understand that.
From here we can make a strategic decision to reduce the audience for “cinema, production” and focus our efforts on creating other segments such as “strategist, ideas”.
The graph is also interactive, and when you click on any of these 5 segments, you get a dashboard with more information about that segment.
The dashboard consists of 9 parts:
1) Demographic data .
information about gender, location (city and country), language biography and age. Do you want to know what jobs they have added to social media? Audiense will help you:
The report is filtered by job title most popular with your audience, and in my test, Creative is the most popular, which makes sense because our agency is creative.
But at Dare we also offer digital marketing and design services, which is why these other three positions are very popular as well.
The demographic report also provides information on the age of my audience, which is surprisingly very young (18-24).
What I also really liked is that Audiense provides you with practical advice on every block of demographic information.
For example, I wanted to know what I can do with the “age” information, Audiense gave me this:
The graph can be interpreted quantitatively to see the weight of different age ranges within a segment or audience, or compare the data against baselines to identify the most relevant ones in that audience. Use baseline comparisons to find age ranges that best fit your segment or audience being analyzed.
Age distribution can influence a range of decisions, from tactical aspects, such as the tone of voice of creatives, to more strategic ones, such as segmenting content and campaigns, and targeting.
I found it really cool. Please note that this information cannot be personalized as the audience is not static monolithic.
For example, “city” and “country” show the same recommendations.
There is nothing special about it, but if you were expecting some actionable insights to understand the differences between city and country, you would probably think that these are the same type of targeting, and you will not be focusing on detailed targeting. such as a city.
I think if Audiense could provide more actionable ideas on why targeting a city or country and why it matters in a different way, that would be some of the information I would find more valuable.
What industry do they work in and what kind of education do they have? Audiense provides you with this information:
Socioeconomics can be used to learn more about educational level, role in a company, and status, whether they are married, single, engaged, complex, or in a relationship.
This information window did not have the same guidelines as the previous one, so if I wanted to know how to use this information, I would have nothing to guide me.
Also, I’ve lost sight of family income, and since I live in the UK and not the US, I don’t have access to such information. This is because Facebook does not provide this information outside of the United States.
It doesn’t really matter, but if you only want to reach a specific segment of people making a certain amount of money in the UK, you won’t be able to find them on Audiense.
3) Influencers and brands
You will find information about who and what influences them.
Travel destinations, finance, business, news, career and more than 20 other segments of interests.
5) Interest in the media
Expressed as a percentage, you will find a list of media to which these people subscribe, interact or interact.
6) What hashtags do they use?
What online publications do they follow? Like this:
7) Do you want to know what their character is?
8) What elements influence the purchasing decision process?
Audiense has taken care of you.
9) Online Habit
How much time do you spend on the Internet on various devices or applications such as WhatsApp, Twitter, Pinterest, Reddit, Linked In and many others.
Basically, judging by the results, your target audience, which frequently follows @thisisdare’s Twitter account in the United Kingdom, also follows Rethink, a creative agency in Canada with an interest in travel (48%) and finance (46%), watches CBS ( 11%) and ESPN (10%), buys from well-known brands (50%) and trusts friends and family (36%) who advise when it comes to deciding what to buy.
They also spend time on YouTube (1.41x), WhatsApp (1.30x), and Pinterest (1.21x).
If I were new to this audience, it would take me weeks and many surveys to find out this information.
How can this data be used?
As you can see, the potential of this data is huge and interesting at the same time. This allows you to create the perfect online marketing, PR or advertising campaign because you know what drives them to buy and who is influencing that community of people.
Here are some examples:
know what makes them buy
- Find out who they are buying from, influencers, brands, or both.
- Use personality to create personalized communication messages
- Know how to value your products because you know their social economy
- Find out on the Twitter community of your competitors what makes them buy your products.
- Start relationships with influencers to partner and join
These are just a few of the use cases for Audiense. There are many more, so open an account to find out.
Again, if I were new to this industry, this research would take me a huge amount of time and a significant budget if I knew how to do it in the first place.
Do you want to get to know every member of your audience? Audiense has taken care of you.
Another feature I’ve tested is audience members.
Member view allows you to verify the people following an account so you can quickly verify if they are real or fake.
You can check social links for more check:
You have almost all available social accounts that have accounts of these people:
If the icon is grayed out, it means that they do not have an active account on this social network.
The Targeting Pack
One of the most exciting features I found on Audiense is the Targeting Pack, essentially a download of your target audience that you can download to any other advertising platform.
“In a targeting package, you upload the best criteria that can be used across ad platforms to reach that audience.” – Roisin McManara – Audiense.com
To find it, click the Actions tab and then Download Targeting Package.
Audiense will send you an Excel file directly to your email.
The targeting bundle loads the audience of your choice. Do you want to select only one segment? You can download it.
Let’s see what’s inside the file.
So, you get such a file with a description of subscribers.
The Targeting Pack is very helpful. It is packed in different tabs that can be connected to the tool:
Cities: You can upload cities to, for example, Google Ads because you know where your audience lives!
Facebook and Instagram Profiles: This is a list of unique pages / accounts that your audience is close to. You can enter this as part of your targeting in Facebook Audience Manager!
Twitter Profiles: Connect audiences with Twitter Tailored Audiences and use lookalikes to expand reach as needed.
YouTube: With Google Ads Manager, you can create YouTube ads to appear on specific YouTube pages.
Google Ads and DSP. You can use Google Ads or DSP to target visitors to specific pages by entering placements or URLs. Indeed, Google Ads allows you to copy and paste a huge number of URLs so that they can be matched to a targeted audience via Google Ads. Simply copy and paste hundreds of matching websites from your targeting bundle as testimonials for your Google Ads network campaigns.
This report is very helpful, focuses on profiles that you can download and upload in minutes.
The bottom line: my Audiense review
Is Audiense worth it?
The point is, Audiense isn’t for everyone.
I would recommend Audiense if:
- You are a social media marketer and you need your Twitter profile data to conduct market research;
- Or you are a community manager and you need to manage, expand and involve your brand’s social community;
- You run an agency and help clients launch new products and services on social media;
- Or want to work with influencers and you need to find out who they are and how many followers they have.
So if these situations describe you, I would recommend giving Audiense a try.