If in the report Summary View, click on "See all segments", to go to the Audience breakdown view:
Audience breakdown view:
On the left-hand side, you will find the segments' distribution graph. This graphic represents the existing segments in your community: it shows the different sub-communities, sometimes described as clusters, within the full audience, that have certain common interests and characteristics.
The size of the segments in the graph is proportional to the number of members within the segments. The lines represent interconnections between the different members of the segments, and the size of each circle represents the number of interconnections a user has within the audience, depending on the type of segmentation chosen, these segments will either be based on interconnectivity or affinity (similar interests).
Please note, when defining an audience in Insights we limit the audience to a sample size of 250K (this is more than enough to understand your audience, and the segments that make up this audience, so to then expand with other use cases - i.e. finding lookalikes; advertising/campaigns).
Automated Segment Naming
The name of these segments are generated automatically based on how members within the segment describe themselves, and takes into account unique bio-keywords to distinguish each segments from the rest of the audience.
Please note that any political, racial or sexual connotations that might appear in the name of the segments are based on public, explicit descriptions by the individuals within the segment.
Improved AI generated segment names (Beta)
Previously, segment names displayed two unique bio-keywords for each segment, but depending on the results, it may not have been easy to understand the segment based on these keywords. To make it easier to understand your audience and get an initial interpretation of your segments, we've made some improvements using AI to provide a more intuitive way to describe the segments.
The new segment names will appear once you create a new Insights report from 7th June inclusive.
Please note, any edited names already in place will not be overridden. In all circumstances, any manually edited segments will always prevail.
This new Beta feature will be enabled by default in your account, but whilst it is in Beta stage you do have the option to turn it off or back on again. Read more here.
Navigating the Audience breakdown view
On the right-hand side, you will find a brief summary of some of the most relevant insights found for your full audience.
Please note, the network graph image displayed on the left shows the segment distribution (clusters) within this full audience.
When you scroll down, you will see the details for each segment:
This section provides a panel for each of the segments identified within the audience. Each panel highlights what is unique to that segment in comparison to the rest of the segments and the full audience:
- How they describe themselves – main bio keywords
- Affinity – brands and people the members within the audience/segment are following
- Top Hashtags - The hashtags most used by this segment at the time the report was generated
- Additional audience attributes – such as interests, age, location, etc
Within the Actions' menu for the Full audience in the top-right-hand corner, use the Download report button to download the report in a PDF or PPT format.
This PDF or PPT display provides an easy way to share the audience insights with clear visuals and results, for those stakeholders that may not understand the report display or navigation.
Read more about our Audience segmentation methods here