As folks shed winter coats and book vacations, we were interested to know who had taken their winter blues and checked in to somewhere sunny and warm.
In order to get an idea of the spring breaker crowd, People Pattern ingested a small sample of Facebook and Twitter followers of Hilton Hotels. For each each unique user, the platform pulled the most recent 200 posts and ran the text through a set of classifiers for analysis. After a day, thousands of complex portraits reflecting an audience with diverse interests and demographics emerged from the data.
Initial insights uncovered key geographic hotspots around the country. Not surprising, Los Angeles, New York and Chicago emerged as cities with the highest concentration of fans. Perhaps more surprising, the data uncovered influential audience segments in Dallas and Atlanta.
Audiences engage differently across platforms. Comparing Hilton’s audiences on Facebook and Twitter, we discovered that although the audience demographics were largely the same–suggesting that Hilton’s target audience tends to be white males in their late twenties or early thirties–audience interests on Facebook and Twitter were significantly different. Hilton’s Facebook followers appear to be more interested in content centered around business and social information, while the Twitter fans were more keen to learn about design and lifestyle from the brand online.
As brands gear up for the spring travel season, the right audience intelligence will be key to sharing the right messages with key audience segments.
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