By Starting today, SparkToro audience research reports now contain brand affinity data, showing the companies, products, and brand names an audience is most familiar with and/or purchases from.
When we first received requests for this data, my cofounder Casey went to work finding a way to use our existing audience data sources, and, genius that he is, uncovered a solution. Granted, it took a few weeks of tweaking and tuning to get the data into shape, but I’ve been consistently impressed with it in my extensive pre-launch testing. Now, I’m looking forward to y’all having a go.
The new Brand Affinity section can be found in the “Keywords and Prompts” dropdown, as shown above. And, of course, I’ve got a quick video walkthrough on how to use this data (spoiler: customers asked us for it primarily to do either A) for agencies/consultants to show off their knowledge of a problem space in a pitch process and B) for in-house marketers to study the brands their customers knew best for content, marketing, and competitive intel research)
Transcript
It’s a good day whenever we get a new feature in SparkToro. Today, brand affinity launches.
Okay. I’m gonna show you what it is. So this is a, search that I ran in SparkToro for an audience that I’m very passionate about because of course my other company, SnackBar Studio is making a video game and it’s targeting these, nostalgic single player game folks, who are interested in chill action. Okay.
So I’m gonna show you the results of this, which, this is a traditional spark to our report, all this data you’ve seen before, but this you have not because Casey just released it this morning. Under keywords and prompts, you will now find something called brand affinity.
Some folks reached out to us, some customers reached out and they were like, hey, can you tell us the brands that are most popular in a space given all your keyword data and sort of LinkedIn profile data and click stream data? And we sort of noodled on it for a little bit and then went, yeah, I think we can. So Casey built this and check it out. So this is showing you in order the brands that are most likely to be, familiar to and or used by this particular indie gaming nostalgic Gen X audience.
You know how I know this is good? Because Humble Bundle often bundles and repackages games that are specifically for fans of indies and older gamers who are into nostalgic style gaming, even if the games themselves are newer, like released in the last few years. Also, Kotaku publication that writes about games, Devolver Digital, which is a publisher of indie games that specifically focuses on this nostalgic two d, two point five d. Anyway, I’ll show you this is not the only one.
So here, check out these other projects. You probably know that I am a big fan of men’s wear. So I’m gonna look at men aged thirty to forty who are buying their first tailored suit. And you can see in brand affinity here that it’s exactly the kind of people you’d expect.
In order, I’m actually not familiar with every single one of these, but I was in suit supply earlier this week.
There’s Brooks Brothers, Proper Cloth, Indochino.
My suggestion is if you are looking to become familiar with, let’s say you’re an agency, your client’s audience, and you wanna know exactly what kind of brands they’re likely to follow. You wanna check out not just the competition, but the entire brand space around it. You should use this. If you are an in house marketer and you want to make campaigns, you should be familiar with the campaigns that all these folks are running, which is why we make it really easy to be like, Hey, let me go check out son of a Taylor’s Instagram account.
Right? One click over to their Oops. I clicked on the LinkedIn one, but I can go over and check out their What are they doing on their LinkedIn profile? Right?
And the same thing is true for any of these different networks. So have at it, check this feature out. You will find it under keywords and prompts, brand affinity for every one of your reports no matter what level, of SparkToro subscriber you are. You can see this.
Yeah. Have fun. Play around. Tell us what you think.