Making the most of every bit of brand intel available online is a tall order. Fortunately, media analysis capabilities help agencies fulfill this need every time. How does it help exactly? We’re glad you asked, as this post details precisely what media analysis is and how it works!
What is Media Analysis?
When we talk about ‘media analysis’ it’s easy to confuse the term and think that it applies to news media alone, but that really isn’t the case. Media analysis includes both news media analysis and social media analysis as well – and both play an important role in a brand’s overall planning. You’d be surprised by the connections, and disconnects, uncovered once you start exploring each. And that’s something we’ll explore below.
For instance, news media analysis of a particular topic can look very different from what one sees in social media analysis, but sometimes they’re pretty similar! Understanding the differences is important, of course, and so too is understanding what – and who – is driving the conversation even when it’s the same. Sometimes news media is closely following social media for story ideas, and that will be something your brand will want to know so you can stay ahead of these stories too. Media analysis makes that possible – and more.
How Does Media Analysis Help Brands?
Some questions you’ll want to ask about news media – and that we’ll help you answer, are:
- Who and what are news outlets following, specifically? Zeroing in on the same topics they’re covering increases your chances of associated coverage.
- Are there Key Opinion Leaders or influencers that regularly impact what is being reported on in my category?
- Are these stories resonating globally, regionally – and are they being shared on niche publications with a uniquely defined audience or more general sources with a significant syndication?
- And who are the specific reporters that are creating these stories?
And from the social media analysis side, there will be times when consumer love/hate will follow a media narrative. Understanding the source of it, from either context, will prove important. Beyond tracking down source insight, brands can monitor social media analytics to see:
- When a spike in mentions or sentiment occurs
- Where specific audiences are engaging online and who is influencing them
- What kind of content is resonating with them – and how passionate is the response
- How a brand can amplify messaging and enhance brand loyalty with user generated content
Let’s explore some of these concepts, using a popular brand that’s done an amazing job of capturing all sorts of news and social media attention – Manscaped.
Manscaped News Media Analysis
“Manscaping” is a term that’s been tossed around for a good while, but when the pandemic hit, there was a noticeable spike in mentions of the term – and of the company. And it culminated in October of 2020 when Manscaped announced plans for expansion into Europe.
Talk about the brand wasn’t exclusive to its expanding business endeavors in our media analysis though – far from it. Manscaped garnered a good bit of mentions as the best grooming kit for men and topped most charts as a great Father’s Day gift. And its reach extended beyond news media mentions here, dominating smaller blogs where micro-influencers live.
The reporters and bloggers who write about them have good reason to, as Manscaped is hard to miss. It seems to be everywhere at once. It sponsors a number of podcasts and is involved in some interesting partnerships that pop up in our news media analysis:
Key opinion leaders in the ‘below the waist’ grooming category are few and far between, beyond Manscapes’ own cofounder, Paul Tran – but they’ve made up the difference there by partnering with sports teams that help spread the word. And they actively seek out influencers, which is smart social media planning.
Manscaped has also caused quite a sensation with its branded channels, including its TikTok presence. And its Director of Social, Tyler Wentworth, shared important takeaways during NetBase Quid LIVE around Manscaped’s work toward developing a sense of community with its “ballers.” And this is where we see social media analysis in action.
Social Media Analysis – Tracking the Ballers
Paying close attention to its target demographic, Manscaped watched for men asking questions about male grooming, as well as those looking for products and suggestions across the web. This has helped them innovate and create the precise products men were seeking – and not finding – in the “below the waist grooming” category.
And then, once armed with consumer intelligence, Manscaped acted quickly and formed their Manscaped Ballers Facebook group. It serves as a home base for men seeking information on the subject of male grooming.
The group is sort of a ‘safe space’ for men to explore the topic, engage with the brand over new products and promos and seek advice from fellow users. Manscaped maintains its brand persona there, setting a personalized tone for the group, with lighthearted and funny posts. It’s smart social media strategy.
Participants develop a sense of community and brand loyalty through consistent and relevant interactions with the brand. They don’t feel like they’re being sold to, because they’re not. The group is informational, as all Manscaped offerings are, with sales as one element of its helpful nature. Sales aren’t aggressively promoted, because they don’t need to be!
Though, assuming they – or any brand – wanted to see its audience geographically and sell to areas they haven’t penetrated yet, social media analysis helps there as well. Here, we see social media analysis broken down by geography to pinpoint its U.S. metrics. This shows us where Manscaped’s messaging is resonating – and where the brand might want to devote a bit more targeted audience analysis. They’re a hit in New York, and curiously absent in the Dakotas:
Based on their previous tactics, they could find hyper-focused podcasts to sponsor in areas experiencing less engagement. Or they could explore the interests of men living in those areas and seek out local influencers and events to partner with, measuring social media sentiment, mentions and brand passion before and after participating in/with each.
And they could plan their messaging to coincide with times when these audiences are most active online, to increase the chances of these people seeing and engaging with their content. As we can see in the audience analytics below, the Manscaped audience (as of this writing) is most active at 8am CT on Saturday mornings, and Saturdays in general – with the best engagement happening each day between 8am-2pm. This is a point-in-time snapshot and would need to be regularly refreshed for benchmarking and ongoing accuracy.
Armed with this social media analysis intel, we see Manscaped’s online presence consistently growing and dominating a category it helped create. In an area that was previously only heard in tiny pockets of conversation online.
And that’s the beauty of social and news media analysis – any site can be a media site with the right following, and any “unmentionable” can become an online sensation with the right approach to a targeted audience analysis. Reach out for a demo of our news and social media analysis capabilities and discover the niche audiences out there waiting for you!