MarTech » Performance marketing » Demographics Pro Launches “Influence Search” To Identify Optimal Influencers

Demographics Pro Launches “Influence Search” To Identify Optimal Influencers

The new product gives marketers insight into who are the most influential Twitter, Instagram and YouTube sources to reach specific audiences.

Martin Beck on April 22, 2015 at 1:30 pm | Reading time: 2 minutes

So you want to tap influencers to accelerate a social marketing campaign, but don’t know where to turn?

Demographics Pro believes it has a solution, today launching Influence Search, a dashboard that identifies the most influential people, media and brands for specific topic niches. The new product aims to give marketers a way to hone in on the people on Twitter, Instagram and YouTube who will most effectively connect with the audience they are trying to reach.

“Marketers recognize that lesser known long-tail influencers often drive more effective campaigns than famous content creators with millions of fans,” Demographics Pro CEO Paul Hallett said in a release. “We identify the optimal influencers to engage a specific target audience: for example, the bloggers, video creators, musicians etc. who best influence 20 year old single men in San Francisco will unlikely be strong influencers for an audience of 40 year old married mothers in Kansas.”

The product has a monthly price range of $300 to $5,000 and is available by dashboard or API. Here are some of the use cases, according to the San Fransisco-based company:

Influence marketing. Search custom lists of creators, advocates and influencers to rank those best able to reach any given target demographic. Example: Who might be the best video creators for L’Oreal to work with on a campaign targeted to teenage girls in the Midwest?

Talent matching. Talent agencies find and rank musicians, entertainers, actors and sports celebrities that best match target demographics for events and sponsors. Example: Which musicians and bands are most popular with men who drive Ram Trucks?

PR and communications. Leverage PR contact databases to reveal media and specific journalists best able to reach a client’s target demographic. Example: Which journalists have the most influence with people age 30 and over interested in luxury brand cars?

Market research. Find and rank brands, products and services best able to influence consumers in different locations, age and income groups. Example: Which media brands are most influential with environmentally conscious parents living in California?

Political campaigns. Identify candidates and grass roots advocates best able to influence key demographics in a social media campaign. Example: Which politicians have the most influence with baby boomers in Florida

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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