Page 146 - Social Media Marketing for Dummies

This gives you the broad strokes of the user demographics on these platforms.
Next, you’ll want to dig deeper.

Using platforms as audience research tools

You can use several tools to analyze demographics. In this section, we discuss the
use of two platforms not usually used to do market research — YouTube and Ins-
tagram. Mining these platforms can bring you unexpected findings:

» Check out YouTube.

If you have uploaded videos to YouTube, you can use YouTube Creator Studio
to get a variety of analytics. But what about looking at YouTube as a large
research lab? By using the home page search function, you can drill down on
an almost unlimited number of topics. By using the Sort By drop-down list as
shown in Figure 7-4, you can determine the following:

FIGURE 7-4:
YouTube’s sort
function.

130 PART 3 Reaching Your Audience via Mainstream Social Platforms