What Your Marketing Needs is a Bad Guy

If you’re a big brand, already established, conservative in your ways and happy with your performance, this advice isn’t for you. But, if you’re a startup, an underdog, a challenger, you need to hear this. Villains are a good thing. Stories with villains make sense. They can be memorable. They can have depth and purpose. Stories without villains are meandering,…
Data Product SparkToro

NEW in SparkToro: Demographics (also, our pricing tiers are changing tomorrow)

Friends, I’ve got great news. If demographics data is valuable to your market research, targeting, persona-building, or marketing tasks, SparkToro just became your best friend. Much of the information you might have relied on in Facebook’s old Insights tool (before the Cambridge Analytica scandal) or Twitter’s Analytics (before they inexplicably pulled it) is now accessible in SparkToro in a fully…

NEW in SparkToro: Content and Profile Text Insights

What does your audience talk about online? How do they describe themselves? What hashtags do they use? Prior to social media aggregation software, answering these questions was a maddeningly manual, lengthy process. Unfortunately, most of those products are exorbitantly expensive, enterprise tools. After SparkToro’s launch last year, we were somewhat shocked to find: A) How valuable these text insights were…

SparkToro Now Has 50% More Podcasts

The Short Version: Every SparkToro search you perform now contains far more podcasts. That’s because we’ve made more connections between podcasts and their (or their host’s) social profiles, and also because SparkToro’s podcast index has grown substantially, to more than 600,000 unique shows. If you’re building Lists in SparkToro, you’ll also find that more than 80% of the podcasts in…

One Customer Feedback Email Changed Our Startup’s Trajectory

Building a new company means constantly managing one’s emotions. The high highs of days when everything’s golden inevitably give way to the low lows when you’re certain it’s all doomed. At the end of February, Casey (my cofounder) and I were in that latter boat, nervous about how signups for our 10-month old startup had slowed to a trickle. Here’s…
Advertising Data Product SparkToro

New in SparkToro: Enhanced Text and Hashtag Insights

Just last week we released the new Press tab, but we’re at it again with another upgrade for your SparkToro account—albeit a more modest one. Today, we’re excited to announced an upgraded Audience Insights tab with more data available, and new segmentation of text insights. All the details and a few examples of how you might apply this data are…
Product Psychology Startups

SaaS Churn and Short-Term Customers: The Contrarian View

Ever wonder why so many business software companies make it so darn difficult to start using their products? Or why subscription-focused tools are so obsessed with making it hard to quit vs. making it easy to sign up? Why don’t these SaaS (software-as-a-service, aka subscription) companies want customers who might only need their product every few months or even only…
Data Marketing Product SparkToro

NEW SparkToro Feature: Discover the Press/Media Sources That Reach Your Audience

I’m excited to announce that today, SparkToro is launching a new tab, with new data, for all customers: free and paid. When you perform an audience intelligence search, you’ll see the new “Press” tab on the left sidebar, displaying media sources followed + engaged-with by the searched-for audience. Sometimes, these publications will have overlap with the “websites” or “social” tabs,…
Data Product SparkToro

The Three Biggest Problems Folks Have When Searching SparkToro

Tens of thousands of marketers, researchers, product managers, and more are using SparkToro to learn more about their audiences. That’s inspiring. I love it. And also… Some of y’all are getting stuck. It’s not your fault! SparkToro’s a new tool, with a new search paradigm, and new kinds of audience data. So, it’s up to us to help out. In…