Channel & Campaign Planning with SparkToro

Choose the right channels and plan campaigns using SparkToro's social, search, AI-tool, platform, and category data for your audience.

Can SparkToro help with your channel and campaign planning? You bet your bippy it can. My goodness.

I don't know if there's anything we're better at. So for example, imagine that we're sales development reps. You can see the audience that I've entered as sales development reps at enterprise companies who want to automate deep research and find potential buyers with AI powered software.

Very popular audience you might imagine these days. SparkToro has got data on obviously the total addressable market, which can be helpful. For campaign planning purposes, especially for choosing channels, what's particularly useful is the social networks, search and AI tools, and the other platforms that you'll find inside the platforms section.

So when you go into platforms, what you'll see are lists of social networks that are more and less popular with this particular audience. No surprise that LinkedIn is very popular with sales development reps, twelve percent more popular than it is with the average American. YouTube is a little less used, Facebook is a little less, but GitHub, WhatsApp, Slack is particularly high.

No surprise again. This can help you to make some selections about your channel choices. You say, we have some fairly effective LinkedIn campaigns going.

Where should we go next? Is that Twitter? Is it Medium?

Is it Instagram? Is it Reddit? And you might look at this data and say, the Reddit usage is a little bit lower, but still, this is still the fifth most popular network used by these SDRs.

Perhaps that is where we're gonna invest. You might say Twitter is still a place. I think it's obviously been falling since Elon's purchase several years ago.

But it could be that a Slack campaign, it could be that a Medium campaign is right for you. You need to look at your particular audience and make these decisions. I would guess from this data that TikTok and Pinterest are probably not where you want to next put your highest amount of effort.

Platform, by the way, we also show search and AI tools in here. You can see, for example, how much do they use Claude or Bing or ChatGPT or Perplexity or Copilot versus the average American or UK citizen if you're using UK data, or Canada. We have productivity apps as well.

We've got a whole bunch more apps, entertainment platforms, lifestyle platforms. Each of these come from the clickstream data panel. I will point out one thing, especially true for lifestyle apps, which is when you're looking at this data, just keep in mind that Datos is giving us clickstream panel data about desktop devices primarily.

There's a small amount of mobile, but it's overwhelmingly desktop. Should you expect that, for example, if the Amazon Prime app is very popular, which would be an entertainment platform, is not necessarily gonna show if the Amazon Prime website is not as popular. You can see that Prime Video here, their use of entertainment apps is lower than the average American on virtually everything.

But this is the kind of thing that I would keep in mind as you're prospecting this data and using it. There's one more thing I'm gonna show you which is the audience visitation by category. This is particularly useful for channel choices and campaign selection.

You can see in here the categories where we've grouped websites by IAB categories, and we basically said, this particular group of sites, out of every hundred websites this audience visits, here's how that breaks down by category. So if you look inside the AI and machine learning tools, you'll see infrastructure, AI search and research, writing and editing, chatbots and assistants, and you can click into any of these and get more data about what exactly is being visited by this group. Again, helpful if you're doing some campaign planning, trying to understand the audience's behavior.

There's loads more data that might apply to your particular process, and I certainly encourage you to check out all the many sections we've got in SparkToro, but these are the big ones for those particular tasks.