Targeting audiences by passions have proven to be a lot more effective than simply relying on demographics. But the approach is not devoid of challenges. Passion audiences are not monolithic and being into 'food' can mean being into 'fine dining' as well as 'food trucks', 'healthy eating', 'intermittent fasting', etc. So how do you avoid the dangers of over-simplification? How can you identify the various audiences behind a seemingly unifying passion to produce effective marketing that resonates with the communities it reaches? We turned to Twitter to show how the social ties of people sharing common passions can help us identify the hidden structure of passion audiences. The study maps out the global audiences of Fashion, Technology, Politics, TV & Film, Fitness, Music, Food and Sports and will change the way you look at interest targeting for good!
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