Targeting Your Audience Through Twitter and YouTube

by Josh Opinion on August 4, 2011

This is a small example of how you can target an audience through Twitter.

In this example we are taking a look at the behavior of what happens when people link their social media accounts to YouTube and their actions on the YouTube platform is syndicated across their other social networks.

The beautiful part of Twitter is the information is open, so through this example we are using Twitter search to hone down people’s affinity to a particular topic.

Building a Target Audience Using Twitter

Targeting an audience through Twitter and YouTube

As a loyal Baltimore Ravens fan, this example is finding people who liked Ray Lewis on YouTube. When you have your Twitter account linked to YouTube, you get their URL shortener “youtu.be” and usually an automated message with “I liked” in it. So for this search we used the following string:

“I liked” Ray Lewis youtu.be

This tells Twitter to find people who used the like feature on YouTube while viewing Ray Lewis demolishing opposing opponents.

From the screen shot above, you can see a few examples that popped up when I ran the search for this post.

How does this audience identification strategy apply to me?

If you are a Ravens blogger, wouldn’t you want to find other Ravens fans to engage with? What if you went one step further- checked out the person’s Twitter profile. See if they had a blog, learn what they do- ie start networking and building relationships online.

So what… how does this apply to brands?

Per se I run the social media account over at Fat Head (the company that makes those huge and awesome wall stickers)…

  • I could build a Twitter list based on these types of searches, watch the videos to gain insights on to why these people liked these videos. Notice 2 of the videos in the example above was the same topic of Ray Lewis crushing Dustin Keller. Could it be Ravens fans hate the Jets? Was it Ray Lewis making a monster hit? After doing enough of this type of research, how could you develop that into a future product (ie do people like still shots of football players or of them in action?)
  • On a more superficial level, a brand could engage and help build awareness/word of mouth online. Maybe reach out and send them a coupon for Fat Head, give them a free gift dealing with the Baltimore Ravens, etc., etc.

There is a lot of opportunity in just knowing where and how to look in conversations.

Why Search for YouTube Links on Twitter?

Why not just use a regular search on Twitter for people talking about Ray Lewis?

It’s one thing to simply tweet.

It’s one thing to simply share a link to an article.

But when people share videos, they are sharing an emotion. They are sharing something a little more dynamic… if you are able to understand what they were feeling when they viewed a particular video, if you are able to relate to their emotions, if you are able to understand their motivation for searching for a video and sharing it, you have a head start in engaging that person and understanding how you can add value to them.

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