Blog / Compare Your Customers to a Baseline in Audience Reports (New Features)

Compare Your Customers to a Baseline in Audience Reports (New Features)

When it comes to data, nothing beats information that comes straight from the source.

But until recently, surveys and focus groups were the go-to sources for this type of market research. The problem with this approach? Results weren’t scalable, and they were quick to grow stale.

Now, you can leverage social media to collect data about your customers no matter where they are. It gives you a window into their words and actions, so you can understand their preferences in real time and in the context of their actual behaviors.

The first version of our Audience Analytics Report gave you an easy way to crunch this data. With our newest enhancements, you can quickly learn what’s most unique about them by comparing them to the rest of social media.

Remind me, what can I do with Audience Reports?

Audience Reports show you details like the top interests, brand affinities, and traits of any audience on social media. Its powered by our Audience Builder (which lets you define a custom audience) and various third and first-party datasets that provide aggregate analytics around your audience’s social activity.

You can use this report to:

  • Research new markets or audience segments
  • Analyze lists of existing customers (after they’ve given consent for their data to be collected)
  • Find and gain intelligence to pitch potential influencers and sponsors
  • Evaluate people who’ve engaged with one or more of their Zoomph campaigns

What’s new?

You’ll now see blue bars and percentages inside each breakdown chart of your Audience Report. Each of these signify a baseline, i.e., how often a certain trait is found among social media users in general.

For instance, the chart below suggests that nearly 41% of your audience follows CNN on Twitter, whereas only about 6% of Twitter users generally follow CNN.

twitter follower breakdown in zoomph with comparative metrics

This second chart shows that about 14% of this audience regularly engage with @YouTube or content mentioning YouTube, while only about 6% of Twitter users engage with YouTube in general.

twitter affinity breakdown in zoomph with comparative metrics

For an even quicker read of your report, you can use the top-right filter to toggle from normal view to baseline view, which will automatically highlight the most distinctive qualities about your audience.

zoomph audience report in skew mode view

These comparative metrics make it even easier for you to measure or demonstrate your impact on specific audiences. Not only can you find the right combination of interests to tease with your campaigns, but you can run an analysis on the people you’ve successfully engaged and see if you’re on target.

Neat, are there any other new features I should know about?

Feed Overview & Impressions Value

Starting today, you can test drive the new version of Feed Overview. This is currently in beta mode—we’ll be rolling out more updates to it soon—but you can access (and leave feedback for) the new experience from your regular Feed Overview report.

This new experience lets you explore metrics by channel and dig deeper into the total engagement, reach, and top posts within your feed. So, if you’re running a campaign across Twitter and Instagram, you can get a summary of both those channels or see individualized reports of the total likes, retweets, replies, etc. on Twitter versus the total likes, reposts, comments, etc. on Instagram. We’ve also brought back reach and impressions to the Overview page.

preview of zoomphs new feed overview experience


On this report, you’ll see a new metric called “Impressions Value.” This represents the monetary value of the posts in your feed. It’s based on the total impressions earned by your (or your audience’s) posts, and the average amount of money that brands are spending for that type of coverage on social media.

You can use this to guide your research (Is this a conversation worth joining?), campaign analysis (How much value are you generating with your efforts?), or new business pitch (How much is a social endorsement worth?). While it’s not a prescriptive value, it offers a good starting point for evaluating your opportunities.

Facebook Owned Analytics

To date, you’ve been able to search any public Facebook page with Zoomph to see anonymous comments and basic engagement stats.

Now, you can connect your own Facebook pages to Zoomph from your feed configuration page to get more advanced insights. These insights include post impressions, reach (on paid and organic content), engaged users, post clicks, and video metrics.

screenshot of facebook owned tracking in zoomph

This is part of our ongoing commitment to give you the most up-to-date, insightful data provided by Facebook and its counterparts, especially in light of recent API changes. (Stay tuned for even more updates in the days to come.)

Who gets these new features?

Audience Analytics Report is currently available to any customer with a Zoomph Enterprise account.

The new Feed Overview report and Facebook Owned Analytics are available to every customer.

For more information on our packages or to upgrade your plan, please visit our pricing page.

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