The vast majority of brands that value content marketing within their communication strategy have one and the same goal: to create value for a certain audience and, as a consequence, generate more revenue for their company.
Understanding your audience's wants and needs is crucial to ensure you're getting your message across objectively and reaching your audience in the right way. You can learn more about this in the Consumer Insights article.
And when it comes to online video consumption, knowing your audience deeply becomes even more necessary.
Marketing teams around the world have one pain in common: understanding, broadly and in depth, what a brand or client's audience likes and wants to watch.
And we know the real difficulty in finding platforms and tools that bring this solution in a simple way for the teams involved.
So, we'll show you in this article that discovering your audience's interests and tastes can be a simple task with Winnin Insights.
Through a simple step-by-step, you will understand how to use the main audience tools of the platform:
- What the Audience Filter is and how to use it;
- What they are and how to extract insights from Topics;
- How to deepen audience analysis from Subtopics;
- How to access the main Subject Tags;
- What it is and how to discover other subjects your audience is also interested in with People Also Watch.
Enjoy your reading!
Why is it important to know your audience?
One of the biggest pains within marketing departments around the world is to understand, in an increasingly assertive way, your audience.
To begin the discovery process, it is essential to have a well-defined persona, to know what subjects she is most interested in watching through online videos, what are the main platforms and social networks she uses. All this directly influences the results of your marketing strategy.
In this quest for a complete understanding of the audience, the use of the right tools is indispensable.
A good tool is one that provides the most data in a user-friendly way so that different users can use it.
It is also one that helps cross-reference data from different platforms, reducing the time spent on the creative process.
And that's where Winnin Insights comes into the picture.
Since it makes a large amount of information available in one place, which optimises and speeds up the creative process as a whole.
How does Winnin Insights help creative teams get to know their audience better?
Winnin Insights is a platform that, through Artificial Intelligence, consolidates data from the world's largest video platforms and enables creatives and marketers to analyse, understand and create data-driven video content strategies.
From now on, we'll show you how it's possible, quick and simple to discover your audience's true interests from Winnin Insights data and features!
1. Filtering the audience
To create a strategy that wins people's attention and engagement, you first need to be very clear about the audience you want to reach. Personifying your audience is crucial to obtaining good results at the end of the process.
Winnin Insights has over 8 million content creators from different countries and over 1 billion videos published on the world's largest video platforms such as YouTube, Instagram and Facebook.
Let's take a practical example: suppose your target audience is Brazilian women aged between 18 and 24 and you want to know what they most like to watch on the Internet.
In just 4 clicks on Winnin Insights it is possible to understand what are the most relevant issues for this audience in the last 12 months. It's as simple as that.
And to make this search more assertive, there is also the possibility to filter an audience by gender, age, country and language (English, Portuguese and Spanish, for now).
Just with this initial segmentation, Winnin Insights users can quickly filter their brand's audience and collect a targeted sample of what they are consuming in the online video universe.
But this is still just the beginning of the journey towards a deep understanding of the audience. Read on to understand how Winnin Insights Topics work!Q
2. Finding Relevant Topics
At this second stage of the analysis, you need to understand what issues are most important to your audience.
With this information in hand, it is possible to filter the main subjects that connect and especially those that do not connect with your brand strategy.
Using a proprietary classification of the top subjects, Winnin Insights organises all the content collected daily into Categories, Topics and Sub-topics.
This feature of the platform makes it possible to follow the evolution of relevant themes, discover new subjects that your audience is interested in, get to know and be inspired by prominent creators, and compare the performance of your main competitors' videos.
Within the Topics tab, users can find out what their audience is consuming on a particular topic and get access to the metrics we'll talk about later.
Continuing with our example, we found that Pregnancy is the topic of most interest to the defined audience - Brazilian women aged 18-24 who consume Portuguese language videos in the last 12 months.
Getting onto the topic, Winnin Insights shows an overview with key Gestation metrics such as:
- Relevance Index - Winnin Insights proprietary metric that indicates the relevance of a topic in terms of views over a given time period.
- Relationship Engagement x Video;
- The main distribution platform for the topic;
- Audience breakdown by age group and gender;
- The best days and times to post.
But it's not over yet! Winnin Insights allows users to go even further and dig deeper into data on a variety of subjects.
To find out how to venture through the platform's Subtopics, read on!
3. Deepening the research with the subtopics
The more specific you are in your search for understanding who your audience is, the better your results will be and the much greater the chances of your content gaining the attention of your audience.
Often, within a macro subject, there are a multitude of sub-sub-subjects that can be appropriated much more easily.
And that's exactly what Winnin Insights' Subtopics show: your audience's main niches of interest.
But how do Subtopics assist in the creative process?
In an objective way, they help you better understand the language and the more granular issues of a predetermined universe.
And why is this interesting for your brand?
Simple! Creating videos on more granular subjects is essential to have a more connected and realistic strategy with what is relevant to people and therefore with a much higher potential for engagement.
Going back to our example, in the topic "Gestation" there are 16 subtopics related to the topic, that is, 16 other subjects that videos about Gestation also cover:
With this information, it is possible to understand, for example, that videos that talk about Pregnancy Tests are on a rise in the engagement per video ratio (more than 20k) and, therefore, this is a relevant subject for the audience we set at the beginning of the article.
And the best way to understand even more about how these videos are being created is by actually watching them!
Read on to learn how Winnin Insights' Video Tab helps you in this process.
4. Video tab: intensifying qualitative research
Whether for personal entertainment, curiosity about a product or even hacks to help in the kitchen, one thing is certain: people's attention is currently focused on videos.
And there's no better place than Winnin Insights' Video Tab to gain an accurate understanding of what your audience is consuming.
As we have seen, within the top 5 sub-topics of Pregnancy, the topic "Pregnancy Test" is ranked as trending.
But, you might be wondering: what kind of content has been made and consumed about Pregnancy Test?
This is the moment to intensify qualitative research, watching in real time the videos of the subtopic and being able to personalise the search from filters by:
- Duration of the video (from 0 to 4 minutes, for example);
- Sorting (Likes, Views, Comments or Date);
- Customised upload date.
As this is the time of qualitative research, the more videos watched, the better.
Here's an example of the most watched and engaged video of all time from the "Pregnancy Test" Subtopic:
After watching the videos, we came to the understanding that the vast majority of them are vlogs in which couples report the period of disclosure of the pregnancy test result. Being positive, negative, unintended or planned, it doesn't matter. The important thing is to generate content that the public likes to watch!
Through Winnin Insights, it is possible to discover which are the most relevant tags of each Topic and/or Sub-Topic.
All tags are 100% organic and work exactly how content creators rank their videos on the internet.
So it is a part of the platform that we should pay attention to, as we are able to understand with greater granularity what is happening in real time on each of the issues.
Let's go to our dynamics: within the sub-topic Pregnancy Test, we identified that one of the most engaged tags is: Trolling.
This is a valuable piece of data, because besides being a tag, "Trolling" is also classified as a content format.
Watching a series of videos that contain the tag "Trolling" we found that much of this content is related to jokes and pranks about being pregnant or not.
Watch one of the videos to understand better:
6. Bonus: People Also Watch
It is quite unlikely that an audience will spend all their useful time on the internet watching just one type of subject.
And then, how can we find out what other topics catch your audience's attention?
One of the most interesting features of Winnin Insights is People Also Watch. We have already explained a bit about this metric available in our software in this article here.
This is a feature that helps Winnin Insights users understand what other subjects their audience is also devoting their time for in parallel.
This data is calculated and displayed using a proprietary metric: Relationship, which measures how closely one topic relates to another
In the case of our focus topic "Pregnancy", the subjects that have the most affinity are:
With this feature, you and your entire team are ready to discover new subjects and thus be able to further extend the video content strategy from subjects that make sense and engage your audience.
Throughout this article we have shown that one of the most important features of Winnin Insights is that there are several paths you can take to discover what is truly relevant and important to you and, above all, to your audience.
All the points we have presented are very important for those who want - and need - to find out what their audience is watching when it comes to online videos.
When accessing the platform, it is important to already have some basic information to find out more about a certain audience: gender, age, country and language.
With these guidelines mapped out, Winnin Insights will show you in a few clicks what your audience is watching.
Then, just follow the step by step approach we show you here, but remember that there is not just one way to venture into Winnin Insights: the possibilities are endless.
You can be sure that by following our tips, you'll make your team's creative process much more streamlined, reducing research time and finding insights that are truly based on your audience data.
So, do you want to get to know Winnin Insights? We have a team of experts ready to serve you. Talk to us!