Audience behaviour has more power over brands than people might think. There is no magic crystal ball or Rosetta Stone for understanding or predicting the behaviour of even the most niche target audience. That is why media analysis works with data instead.
The data that media analysis provides can help brand marketers and PRs understand their audiences in the following ways:
Sentiment AnalysisBy analysing media coverage and social media conversations, brands can get a better idea of how their audience feels towards their products, services, or overall brand image.
Sentiment analysis classifies content as:
- positive
- negative, or
- neutral.
Once you know how your audience feels, you will have better insights into whether they will use and support your brand or not.
Identifying Media TrendsMedia trends are representative of what your audience values and enjoys. They also carry a lot of weight in what brands, products and services consumers will want.
When media analysis identifies trends, brands can use the trends to communicate with audiences in a way that will reach and resonate with them. They will also be able to increase their visibility on social media; after all, increased visibility leads to increased support.
Social InsightsThis type of analysis focusses on posts on popular social media platforms. It provides insights into the level of social engagement and the impact of brand messaging. Brands can stay informed about important social conversations surrounding them.
When brands know what type of content is getting a lot of engagement, it will give them a good idea of what products and services consumers prefer, as well as what type of brand image they resonate with.
Does your brand need some insight into its audience? Focal Points can provide you with the data you need. There are so many different aspects to media analysis that it can be hard to know the value of all of them. Find out
Why Qualitative Analysis is Non-negotiable in Media Analysis.
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