New ShareIQ Tool Highlights Holiday Brand Audience Trends

Jonathan Gardner

ShareIQ, the visual content performance platform for brands, is today launching Audience Trends, a new product that helps marketers benchmark their visual content performance throughout Pinterest, Instagram, Tumblr, around the web and across their competitive categories. The new tools enhance the ShareIQ platform, which marketers use to understand how and where their content is engaged with and to turn social media likers and sharers into actionable, targetable audiences.

This product is of particular value to social media managers who use the ShareIQ platform to get deep insights on their campaigns. Brands use our tools to measure how well they drive awareness with their content and social media engagement strategies. The new Audience Tools work in tandem with the recently released ShareIQ Competitive Analytics to provide -- up front and at a glance -- the most critical information a marketer needs to benchmark and optimize their campaign performance.

For the all-important Black Friday/Cyber Monday weekend, we ran an analysis (below) of the hyper-competitive furniture retail space: pitting online-only challenger brand Wayfair against fast-growing “traditional” retailers like Ikea, CB2 and West Elm. This valuable industry snapshot showcases the power of ShareIQ Audience Trends. We found that Ikea, with nearly 2.8 million followers, had more than 5 times the number of Instagram followers as Wayfair. However, in the short period from November 20-26, 2017, Wayfair, the online upstart, grew its followers almost twice as quickly as Ikea and 4 times faster than rival West Elm. While Ikea and CB2 grew their followers at the same rate, they have massively different-sized audiences, with Ikea’s Instagram audience being nearly 12 times the size of CB2’s.

The story on Pinterest is somewhat similar, with Ikea simply dominating and others slowly catching up. Only West Elm has an audience close in size, with 441,000 Pinterest followers to Ikea’s 492,000. However, it’s Wayfair and CB2 that have been investing in content seeding and sharing on Pinterest, growing their followers at about twice the rate of Ikea and West Elm.

Instagram
Instagram analysis of top furniture retailers - Nov 20-26, 2017
Audiance
Pinterest analysis of top furniture retailers - Nov 20-26, 2017

This new dashboard gives up front and at a glance the most critical information a marketer needs to benchmark and optimize their campaign performance. ShareIQ Audience Tools answers important questions for brands, such as:

  • How much have I grown my audience in the most recent period?
  • Is engagement per post growing or shrinking?
  • What is my reach compared with the competition?
  • Am I growing faster than the competition?
  • What metrics can I use to show growth or where there’s room for improvement?

Audience Trends can be configured to benchmark a brand’s performance against any competitive set. Marketers then take the insights across the ShareIQ analytics platform and apply them to their visual content programs, and then take action for targeting with paid media through ShareIQ Custom Audiences.

Check out this video about other tools from ShareIQ.

Audience Trends helps marketers benchmark their visual content performance on social media and around the web
Jonathan Gardner

Jonathan is vice president of marketing for ShareIQ, based in New York City.