One billion people watch the Oscars every year. And Leo’s win for The Revenant broke Ellen DeGeneres’ previous record for the most tweeted moment of an Oscars telecast, with 440k tweets per minute. People Pattern captured a few thousand of those accounts to surface key insights around the engaged audience. While many brands such as Spanx and Louis Vuitton align well with the event, other brands not worn by the stars need more insight into the audience to see if it makes sense to join the #AcademyAward conversation.
Once the audience was identified and defined across social, based on their posts, the next step is to analyze the audience across demographic, psychographic and behavioral attributes. Such insights will allow brands to see if the audience engaging aligns with key brand objectives.
From a demographic standpoint, the audience is much of what you’d expect – 25-34 year old White people. The surprising number is that exactly half of the accounts mentioning #AcademyAwards were male. If you are a brand with a young white male target demographic and were sitting on the sidelines for this cultural event, it might make sense to reconsider your advertising strategy given this insight. But before putting dollars behind efforts, let’s look more deeply into the female audience.
Through a segmented approach, brands can engage with distinct audiences in ways that drive personalized outreach and engagement. A simple segmentation is by gender. (But call us if you want to see the data-driven personas that surface within the group). Based on the topics discussed across social – outside of the Academy Awards – the female audience is more interested in humor and family, while the male audience is more interested in sports, politics and current events. The male audience is more diverse racially largely due to an increased Hispanic population, while the female audience has considerably more millennials. Consider these nuances in your segmentation strategy.
Delivering personalized experiences that your audience values requires a genuine, personalized voice. Insights into common keywords your audience is using will help you develop that voice and engage existing audiences through content.
With a lens on the female audience segment, we can begin to surface in-depth insights to highlight the topics your brand should discuss to relate personally with the group. Below are the phrases, hashtags and accounts mentioned by the female audience, to provide a starting point for relevant engagement across their interests.
Now that we have a good idea of the demographics, psychographics and behaviors of the #AcademyAwards audience, does it align with your brand? If so, the Oscars are a good event to incorporate in your content marketing efforts next year.
In the meantime, contact us to apply the same methodology to your own followers, to start using audience data to inform your strategic marketing efforts both online and offline. Feel free to request a demo below to see what our platform is all about.
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