What are “Custom Rankings”?
Custom rankings are tailored lists of brands and people that you can create in order to get a better understanding of how they rank amongst your audience.
These lists are made up of Twitter handles and will be visible and customizable across all your reports.
How to create a “Custom Ranking”
Go to the "Influencers and brands" tab. There you will find a menu with two "Ranking" options, where the influencers and brands will be ranking by default, and "Custom Ranking":
Go to Custom Ranking and click on the "Create new" button:
There you can indicate the name you want to choose for the custom ranking and add up to 1000 users. You can also paste handles from another file such as an Excel spreadsheet or a Google Docs. Once added, click "create"
From that moment, you will have that Custom Ranking available for all your Insights Reports:
Once you have created a custom ranking it can be applied to any audience or segment of any of your reports, just by clicking on the custom ranking when you are navigating that audience or segment.
Applying these custom rankings will result in that list being ordered (ranked) in importance for the target audience. This way you can know the brands and people the members of the audience have more affinity with.
Examples of use
Some examples of use for our custom rankings could be a list of your competitors, a list of influencers in your space, a list of brands that you want to monitor for your sponsorships and a long list of additional use cases. Custom rankings can help you see how your brand ranks for a certain niche compared to the rest of your competitors.
As an analyst at a world-class beverages brand, I want to know, for a given set of target audiences (“young mums”, “active grandmas”, and “power executives”), how my brand ranks compared to other 20 brands in the space. I plan to use this information to define the best marketing strategy to engage with those audiences.
For that, I’d create an insights report for each audience so that I have an in-depth analysis of them and their segments. Then I’d create a custom ranking containing all 20 brands. Next, I’d compare my brand’s position on each of the audience to see which ones have a higher affinity with my brand. This can unveil good strategic opportunities to excel in certain niches where my competitors are weaker or focus on those audiences where my brand is weaker. In a similar way, if I was interested in influencer marketing or brand sponsorships and partnerships, I could rank my list of influencers or brands and identify the ones that are most relevant to each target audience.