The start of the brand new yr for many manufacturers means setting new targets for progress.
For long-time established manufacturers which means increasing into new and untapped markets. However reaching these new audiences requires extra than simply model ambition – it requires entry to the appropriate viewers knowledge to assist pave the way in which.
One of many quickest methods to uncover alternatives for viewers progress is by analyzing your rivals’ audiences. By figuring out the teams they’ve captured that you just haven’t, you’ll be able to perceive what it takes to attach with these audiences and win them over.
To reveal how you are able to do this, we’ll use three model examples. In every instance we’ll present you tips on how to use Viewers Intelligence, accessible within the Semrush App Middle, to develop your individual viewers in 2025.
Be aware: This text was created with contributions from Jackie Davies from Audiense.
Instance 1: LEGO
LEGO has been round for over 90 years, and all through that point LEGO has largely been checked out as a “boy’s toy”, regardless of their efforts to create female-focused LEGO units.
In 2012 that they had some success with their “Associates” LEGO assortment which was created with women in thoughts, and this grew their feminine viewers barely, however right this moment the information reveals that LEGO’s viewers remains to be 71.26% male.
Earlier this yr they rolled out their largest marketing campaign “celebrating women and their inventive worlds”. It is apparent that rising their feminine viewers remains to be a giant precedence of theirs, and can seemingly be a significant focus for the model within the new yr.
Mega Bloks is LEGO’s competitor, and has been round for about 30 years. What’s attention-grabbing is that though they promote a really related product, their viewers really skews extra feminine:
This poses a chance for LEGO. To ensure that LEGO to develop their feminine viewers, they don’t have to look a lot additional than the Mega Bloks viewers. As a result of, right here’s an identical model who has been in a position to seize these feminine audiences who seemingly could be simply as fascinated by taking part in with LEGO, if LEGO focused them utilizing an identical technique.
To focus on these feminine Mega Bloks audiences, LEGO should be taught what their pursuits are, how they behave on-line, and who they’re influenced by. All particulars can be utilized to create impactful advertisements which can be assured to resonate.
For instance, throughout the Viewers Intelligence platform we will view the demographic, psychographic, character and curiosity knowledge that inform us who this MegaBloks feminine viewers is at their core.
Right here can also be the place the AI comes into play. The app makes use of synthetic intelligence to investigate shared pursuits and behaviors of and set up these affinity teams into clusters so that you can overview.
The “Media Affinity” tab inside Viewers Intelligence shows the forms of media this feminine Mega Bloks viewers loves. A wealthy perception right here is that they’re large followers of JoJo Siwa’s YouTube channel.
So to be able to get their product in entrance of this viewers, LEGO ought to run advert area on JoJo Siwa’s YouTube movies.
This is only one means LEGO might use Viewers Intelligence to be taught from their rivals’ viewers, and seize a brand new goal demographic, rising their feminine buyer base in 2025.
Instance 2: Monster Power Drink
Once you consider Monster Power Drinks you most likely take into consideration their viewers of Avid gamers or BMX Bikers. This has been their target market for a very long time; these “male gamer and sports activities followers” sorts.
You’ll be able to see once we have a look at their viewers that these are the forms of clusters that floor:
Monster’s advertisements additionally mirror this; that they’re used to focus on this gamer viewers.
However Monster has now expanded their power drink providing to incorporate low calorie and 0 sugar choices, and so they have gone with a extra female packaging model suggesting they need to increase their viewers exterior of this gamer or sports activities participant life-style, and in direction of a extra feminine health targeted viewers.
If that is certainly the case, the best means to do that could be to look to a competitor who has already paved the way in which.
CELSIUS Power Drinksis one model that has already managed to seize an viewers of “Well being & Health” people who’re searching for this zero sugar, low calorie power drink choice to eat earlier than the health club or a busy day on the go.
We will see proof of this within the advertisements they create and the clusters that floor inside their very own viewers:
All Monster has to do on this situation is use Viewers Intelligence to robotically floor a very powerful insights on this “Well being & Health” cluster comparable to their high pursuits and influencers, their defining demographic knowledge, and the way they self-describe; all knowledge wanted to focus on and seize them successfully.
For an viewers of “Well being & Health” followers, the simplest technique to attain them might be by way of the health influencers they comply with and belief.
Throughout the CELSIUS Viewers insights report, Monster can entry their listing of high influencers just like the one we see under:
Monster can then start to associate with these similar influencers to advertise Monster Power Drink’s new line of “more healthy” power drink merchandise.
It is a data-backed, assured technique to put their product in entrance of this “Well being & Health” viewers and in the end develop their attain.
Instance 3: Netflix
Lately, Netflix has been attempting to increase into the gaming scene.
They’ve launched over 100 sport titles to their streaming service since November 2021, and so they nonetheless have huge plans to develop this part of their enterprise. They have to imagine there’s nonetheless a number of alternative for progress.
In keeping with Netflix’s Viewers Intelligence report, “Gaming” is at present only one small part of their general viewers:
With the intention to develop this viewers, they should know tips on how to goal them extra successfully. Within the gaming world there are lots of of various sub-communities of avid gamers, all of which must be marketed in a different way.
Twitch is a web-based gaming streaming service with 36 million month-to-month customers.
They’re an excellent useful resource for Netflix, who can analyze their viewers of avid gamers and work out the most effective methods to focus on them.
If we have a look at Twitch’s Viewers Intelligence report, you’ll be able to see quite a lot of totally different gamer sorts throughout the Twitch viewers:
Netflix might use the small print on every cluster to construct out related gaming audiences inside their social advert platforms (ie. by age, gender, distinctive pursuits and key phrases) to focus on these audiences immediately.
It is a nice instance of a model coming into a brand new market (from TV and Film streaming to Gaming) that might use the assistance of Viewers Intelligence to focus on these net-new viewers teams.
Attain New Audiences in 2025
Increasing into new audiences is important for established manufacturers to see progress in 2025. However rising an viewers calls for data-driven methods.
By “wanting over the fence” and leveraging the Viewers Intelligence app within the SEMRUSH app heart manufacturers can uncover the insights they should establish untapped audiences and craft campaigns that resonate with them.
Whether or not it is the instance of LEGO attempting to draw a brand new feminine viewers, Monster concentrating on a brand new life-style group, or Netflix connecting with a complete net-new viewers of avid gamers – the important thing to rising your viewers is knowing them deeply sufficient to interact with them successfully.
With Viewers insights at your fingertips breaking into these new markets turns into achievable, and scalable – attempt it right this moment.
