StatSocial’s Silhouette is the industry’s most advanced audience intelligence platform, and a vital component of any comprehensive market research initiative. Integrating our data to your research panel unlocks tremendous opportunities. Below is a high level example of what’s possible.
In brief, researchers can:
Save time and money selecting panels based on thousands of descriptive attributes to build a custom list – matching identities between a social data set and your preferred panel provider.
Supplement and amplify the insights gained from your panel by leveraging Silhouette’s 85K insights
StatSocial appends and segments many key data-points related to a panel’s members, such as personas, personality traits, the influencers who have captured their attention, memberships, and media and brand affinities. We also report a number of key B2B findings, such as job titles and industries, social media network participation, demographics, and more. Our ability to append and select data spans survey channels – social handles, emails, and other offline identifiers.
For this example, we analyzed a panel that was selected based on their receptiveness to advertising. Using Silhouette, we were able to match that panel to overlay nearly 85K insights. Below is a sample of some insights, unique to StatSocial, that we found especially interesting.
See below to understand how people who are more receptive to advertising index against Social Network Platforms, News Media, Syndicated TV Shows, Political Websites, and Personality Traits.
Social Network Users Most Receptive to Advertising
Pinterest is, for many users, and at least partially by design, an important destination on the road to making purchases. Pinners often use their boards as aspirational aids, and they help them to visualize and research which goods and services will most ideally suit their wants and needs. It makes perfect sense, then, that those most receptive to advertising are 55.6% more likely than the average U.S. consumer to be one of Pinterest‘s members.
Facebook has 190 million U.S. users, and Twitter 48.4 million. It is significant that people most receptive to advertising are nearly 8% and 11% (respectively) more likely to use these platforms. Particularly as advertisers annually spend millions, or even hundreds of millions, of dollars trying to reach the users of each.
It’s not too surprising that Snapchat and Instagram have users, that on average, are not as receptive to advertising. The users skew younger and digitally inclined. It’s not too far a stretch to believe that coming of age in the digital era has, to a degree, desensitized them to advertising.
News Media Outlets With Audiences Most Receptive to Advertising
Liberal/progressive-politics oriented news website, Upworthy, edges out all other news sources on this chart. The population solicited for this panel is 30.4% more likely than the average U.S. consumer to visit the site routinely.
Shifting perspectives, those of the “receptive to advertising” class are 28% more likely than the average to turn to the famously conservative, Fox News, to keep up with current events. The advertising-receptive actually under-index when it comes to engaging with CNN.
Much of what the news reports is going to naturally be political. But moving on from news reported with a political slant, a bit later in the entry we will consider outlets for whom politics is the whole point.
Favorite Syndicated TV Shows for People Most Receptive to Advertising
StatSocial analyzes audiences for more than 2,000 TV shows, grouping them by network and genre. For this analysis, we looked at a group of Syndicated TV shows, with ad time that is normally more economical, and customizable by region, than what a major network traditionally offers. Knowing which of these shows boasts a viewership that is statistically more likely to be receptive to a brand’s message is terrifically valuable data for media planners. Ron Popeil didn’t, after all, make his millions from advertising during the Super Bowl.
Looking at this chart we see, right up top, the longest-running syndicated game show of all time (in the U.S.), which is about 38 seasons, or so, into its run. ‘Wheel of Fortune’ fans are 44.3% more likely to be most receptive to advertising than the average US consumer.
As wasreported by Quartz in 2016, political advertisements have been quite lucrative for the syndicated stalwart. The show is primarily viewed by those ages 65 and up, and is said to have TV’s oldest viewership. This is a famously motivated voting bloc, but this is not the only advertising that could be received well by their audience.
StatSocial has a treasure trove of insights to share regarding the viewers of ‘Wheel of Fortune’ (as well as every other show on this list, and every other item in this entry).
Political Websites Read by People Most Receptive to Advertising
Politics may be a topic best avoided in mixed company. It has long been the impetus for much in the way of advertising and marketing innovation, birthing many widely-adopted and highly-effective approaches. It is also an area of popular media where many pairs of engaged eyes will be focused, as it touches most of our lives.
The Tucker Carlson co-founded, The Daily Caller, is the most prominent site here. With the ad-receptive 42.1% more likely to be routine visitors than the average consumers.
The remaining three of the top four most over-indexed sites also lean unambiguously to the right; Breitbart at 26.8%, RedState at 17.3%, and TheBlaze at 15.7%.
As these are explicitly political websites, and therefore of appeal to a specific type of audience, it’s always wisest to consider the full audience profile set before you. While learning slightly right, perhaps, on the whole the data paints a picture of a politically diverse group.
Personality Traits of People Most Receptive to Advertising
One of the most unique sets of insights unique to StatSocial are the personality traits from IBM Watson™ and their Personality Insights service.
In psychology, the Big 5 personality traits describe a popularly-employed taxonomy that breaks down human personalities into five, broad, overarching categories. IBM Watson™ employs this model, and the five traits that give it its name — Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism — as the umbrella categories under which numerous, more specific personality traits can be found.
How It Works
When trying to convey the depth, breadth, and scale of StatSocial‘s Social Affinity and Earned Media data, we sum it up like this: Imagine an 85,000 question survey given out to 300 million consumers. Now, imagine this already incredible thing as a living, dynamic data set. This survey is being administered in real time, constantly, being continually refreshed to include all of the most up-to-date opinions, choices, affinities, and actions.Learn more here.
Marketers and media-sellers know that Earned Media and Influencer Marketing are valuable components of their campaigns. Attributing a definitive worth to either, however, has traditionally been elusive. As StatSocial’s analyses report of with topics and influencers an audience’s members have been engaging, a marketer can now directly attribute website and offline conversions.The same metrics that marketers have long relied upon to quantify the value of a campaign’s Paid and Owned Media components, are now just as readily available for Earned Media.Learn more here.
StatSocial‘s vast and comprehensive taxonomy is accessible across every programmatic platform. Our partnership with Liveramp, and direct integrations with such leading platforms as Viant, Oracle Data Cloud, Eyeota, and Lotame, finds StatSocial‘s insights available everywhere you access audience data.We are also available, via our 24/7 online to get you the insights and audiences you need, when you need them.Learn more here.
Using StatSocial’s patented Social identity graph, we evaluated millions of the U.S.-based users of six major social networks — Facebook, Instagram, Twitter, YouTube, Pinterest, and Snapchat — analyzing their purchasing habits across numerous categories.
By identifying these social audiences and measuring their purchase behaviors against the average U.S. consumer, we’ve been able to quantify how each platforms’ users are spending their money.
Using StatSocial‘s Silhouette, the industry’s most advanced audience intelligence platform, we have found that Facebook’s users spend the most on pets, YouTube’s on photography, Snapchat’s on travel, and Twitter’s on computing & home office supplies.
Before we hop into the chart sharing our brief analysis, it is important that we explain how StatSocial knows these things, and why our reporting is essential.
Our platform not only understands what consumers are passionate about, where they gather online, who influences their decisions, what media they consume, and what Earned Media they are creating and consuming, but we also know (crucially, to this entry) how they spend their money. By way of strategic attribution partners, we can measure audiences, at scale, to revenue participation and lift.
This summary is intended to only scratch the surface. We wanted to offer a taste of Silhouette‘s unique and precise abilities to determine where and how to spend valuable marketing resources (time and money).
We’ve focused on audiences at the aggregate social platform level. However, our clients and partners frequently need to dig far deeper for insights and attribution in relation to influencer campaigns, earned social, brand fans, media properties, and custom personas.
Please Note:The below results were calculated using the purchase preferences of the average U.S. consumer as our baseline. On the below chart, where YouTube intersects with Collectibles, it says 42.3%. This means that the average YouTube user spends 42.3% more money on Collectibles than the average U.S. consumer.
To start, the average user of image sharing and social platform, Pinterest, spends the most on gifts & holiday shopping. These thoughtful and generous users spend 39.2% more on such items than the average U.S. consumer.They also spend 20.5% more on gifts & holiday shopping than the average user of Twitter, the platform coming in second place here.
Pinterest‘s users are not merely employing their boards to daydream about exotic getaways. The platform’s users spend 64.2% more on travel than the average US consumer.Conforming to expectation, but in spectacular fashion, Pinterest‘s users hugely surpass those of the other five platforms for spending on craft & hobby goods. Its average user spends 69.3% more than the typical U.S. consumer on yarn, glue, sparkles, knitting needles, découpage kits, and the like.
Snapchat leads this pack in some surprising categories.Returning to the topic of travel, while all platforms are strong, to varying degrees, Snapchat is head and shoulders above the others. Its users spend a considerable 86.4% more than the average U.S. consumer on “getting away from it all” (or heading toward it, depending upon your perspective). Perhaps this shouldn’t be surprising, given the number of world travel influencers who are prominent Snapchatters.
Snapchat also narrowly edges out Instagram as the most fruitful venue for marketing apparel, with its users spending 28.4% more on clothing than the average American.While on the topic, Instagram is one of the primary online homes of style influencers. Clearly a lot of fashion, footwear, and clothing marketing bucks are dedicated to capturing the attentions of its users. Our analysis surpasses mere intuition, and confirms that the likelihood of ROI is strong here. The platform’s users spend 27.5% more than the average U.S. consumer on apparel.
Users of the largely photo-centric site/app spend 42.2% more on photography & camera gear than the average, but they do not lead this group when it comes to such items.
All six platforms over-index considerably when it comes to spending on photography & camera equipment, but it is YouTube‘s users who are the most avid photography enthusiasts. Their photo expenditures exceed those of the average U.S. consumer by a significant 72%.
The streaming video giant is also, as might be expected, where you’ll find the users spending the most on music. Mostly dwarfing the other platforms featured here, the music expenditures of YouTube‘s users are 28% greater than the U.S. average.
Facebook is generally strong across a number of categories. Their users lead the pack when it comes to spending on value priced general merch, financial services, books &magazines,jewelry, and sporting goods.
Twitter boasts the biggest spenders on goods from a handful of major categories, such as, computing & home office supplies, and food & beverages.Twitter is also the strongest platform, by some margin, when it comes to telecommunications services. The platform’s users spend 7% more within this sector than the average. More Americans than not have a mobile phone and plan. Exceeding that index at all is a thing majorly worth highlighting. Given how similar the Tweet medium is to the text message, perhaps we shouldn’t be surprised at all.
One category made glaringly apparent for the lack of spending evident from the users of all platforms is membership clubs. Such organizations tend to appeal mostly to older folks who may not participate on social media.
How It Works
When trying to convey the depth, breadth, and scale of StatSocial‘s Social Affinity and Earned Media data, we sum it up like this: Imagine an 85,000 question survey given out to 300 million consumers. Now, imagine this already incredible thing as a living, dynamic data set. This survey is being administered in real time, constantly, being continually refreshed to include all of the most up-to-date opinions, choices, affinities, and actions.Learn morehere.
Marketers and media-sellers know that Earned Media and Influencer Marketing are valuable components of their campaigns. Attributing a definitive worth to either, however, has traditionally been elusive. As StatSocial’s analyses report of with what topics and influencers an audience’s members have been engaging, a marketer can now directly attribute website and offline conversions.The same metrics that marketers have long relied upon to quantify the value of a campaign’s Paid and Owned Media components, are now just as readily available for Earned Media.Learn morehere.
StatSocial‘s vast and comprehensive taxonomy is accessible across every programmatic platform. Our partnership with Liveramp, and direct integrations with such leading platforms asViant, Oracle Data Cloud,Eyeota, andLotame, finds StatSocial‘s insights available everywhere you access audience data.We are also available, via our 24/7 online to get you the insights and audiences you need, when you need them.Learn morehere.
The month of August is here, which means that Back-to-School shopping season is peaking. Parents around the country are looking for the best deals for supplies and kid clothing, while companies are advertising heavily trying to reach its core audience during the annual Back-to-School frenzy. At StatSocial we recognize an opportunity when a social media trend correlates with an increase in commercial activity. Back-to-School season is a perfect way for us to demonstrate a brand new feature of our audience reports — specifically YouTube channel insights. For this analysis, we identify which YouTube channels are most relevant to Back-to-School shopping enthusiasts.
While advertising optimization has been traditionally focused on reach, forward-thinking brands are optimizing for ROI. Understanding the niche audiences that are best aligned is the first step in that process.
These insight can inform media buyers, very quickly increasing efficiency in targeting their most relevant audience while leveraging YouTube’s incredible reach. Media sellers on YouTube can also leverage this data to optimize their pitches and campaigns, ensuring they work with the best possible advertisers most aligned with their audience.
We looked back over the past 30 days to identify a sample of approximately 25,000 consumers engaging with popular back-to-school (B2S) hashtags, including #back2school, #backtoschool, and #”backtoschool.” We then overlaid that audience against the 10,000+ media properties in our taxonomy, which now includes nearly 1,500 YouTube channels.
Back-to-School Audience Demographics
The B2S enthusiasts are then compared to the average American on social media, built off a baseline of more than 100 million people. We then can pinpoint what makes the back-to-school enthusiasts unique across a variety of demographic, psychographic, and affinity data points. Right off the bat, and perhaps not surprisingly, this is a majority female crowd.
StatSocial’s Media Taxonomy
Every StatSocial audience report includes over 10,000 media properties, encompassing movies, TV shows, YouTube channels, podcasts, websites, and more. Let’s zoom in on the YouTube channel affinities.
The leading YouTube categories for the pre-dominantly female B2S crowd are Music, Entertainment, HowTo, and Comedy. Interestingly, all of these top categories have a significant over-index which demonstrates that B2S audience is 3–4 times more into Music, Entertainment, Comedy and HowTo content on YouTube than an average social media user.
Back-to-School enthusiasts love YouTube
If we look at YouTube’s share within the entire media world, YouTube channels have the highest over-index compared to the other types of media.
Back-to-School Shoppers Favorite YouTube Music Channels
Now, let`s drill down the YouTube taxonomy and identify which channels are most loved by the B2S enthusiasts. Starting with Music, we see that our audience enjoys watching videos of Post Malone, Childish Gambino, Kodak Black and TayZonday. All of these artists are significantly over-indexed against the average American, validating the fact that B2S enthusiasts strongly prefer these musicians on YouTube.
Back-to-School Shoppers Favorite YouTube Entertainment Channels
Next up are Entertainment channels on YouTube. James Charles is leading in this category with a whopping 752 index score! It means that B2S audience likes/shares/tags James Charles 7 times more than an average social media user. James Charles is an American internet personality, makeup artist, and model known for being the first male CoverGirl spokesperson. It is predictable that the women in this audience are interested in makeup, yet… out of a myriad of Internet personalities, celebrities and performers, James Charles gathers the most over-indexed fandom.
Moving on to Comedy-focused YouTube channels. We can see that our target audience is watching MANY comedians. There is no single comedy channel on YouTube that takes up a lion`s share of the B2S group. On the opposite, our audience likes a very wide range of channels that produce comedy content. Nonetheless, we can still see that Tana Mongeau and DJ Akademics have a significantly higher interest from the B2S than from average social media users in the US.
In the HowTo segment, Jackie Aina is leading the chart of the top HowTo vloggers for our group of interest. Her channel has a huge overindex of 1,846. None of the other channels from Music, Entertainment or Comedy segments have such a strong affinity to a seemingly niche beauty influencer: only 0.25% of social media users follow Jackie Aina online. It is very interesting that our B2S share so much affinity for this specific HowTo YouTuber.
Back-to-School Shoppers Top Influencer Categories
Across Back-to-School audience’s top YouTube categories, Music has the most concentrated interest around the top channels whereas Entertainment, Comedy, and HowTo interest is much more dispersed among dozens of channels. We cross-checked this fact by researching Statsocial’s influencer taxonomy in the B2S report. Music was the leading influencer category, which shows that Music content is important to the B2S crowd within YouTube as well as outside of it.
If you are new to us, we are StatSocial, the leading social audience insight platform on the market today. We help brands, publishers, and agencies understand and target their audiences. We invite you to click HERE to check out our website. Please click around and explore some of our sample reports to get a sense of everything we can uncover.