In today’s data-driven world, social media analytics play a crucial role in understanding audience behavior, market trends, and brand performance. For businesses and content creators using a video maker app, leveraging these insights can help optimize marketing strategies, improve engagement, and increase conversions.
Brandwatch, a leading social media intelligence platform, has introduced ‘Per Capita’ Maps, a powerful feature that allows marketers to analyze data geographically and uncover hidden insights. But how can you make the most of this tool?
In this guide, we’ll explore how to use Brandwatch’s Per Capita Maps to analyze social data effectively and leverage insights for better decision-making in content creation, audience engagement, and marketing strategies.
1. What Are Brandwatch’s ‘Per Capita’ Maps?
Brandwatch’s Per Capita Maps are an advanced data visualization tool that represents social media activity based on location-adjusted population data. Unlike traditional heat maps, which highlight areas with the most mentions, Per Capita Maps adjust the data to account for population size, allowing for a more accurate understanding of audience activity.
Why This Matters:
Gives a fair comparison between small and large populations.
Helps identify regions with the highest engagement per person.
Uncovers unexpected audience hotspots that traditional analytics might miss.
Example: A video maker app may notice that a small city has a high engagement rate compared to a larger city, even if the total number of mentions is lower. This insight can help marketers target highly engaged locations rather than just focusing on larger markets.
Tip: Per Capita Maps help brands discover where conversations are truly active, not just where the population is large.
2. How to Use Per Capita Maps to Analyze Social Data
Step 1: Define Your Research Goal
Before diving into Per Capita Maps, identify what insights you need. This could include:
Where are people talking about your video maker app the most?
Which regions have the highest engagement per person?
How do trends vary across different locations?
Example: If your goal is to identify potential markets for expansion, you can use Per Capita Maps to pinpoint regions where engagement is high relative to population size.
Tip: Setting a clear research objective ensures you extract the most valuable insights.
Step 2: Select the Right Data Filters
To get the most relevant insights, apply the right filters in Brandwatch:
Date Range: Choose a time period that aligns with your campaign.
Keywords & Hashtags: Track mentions of your video maker app, competitors, and industry-related terms.
Sentiment Analysis: Analyze whether mentions are positive, neutral, or negative.
Example: A video maker app can track mentions of “best video editing software” over the last six months to see which regions show consistent engagement growth.
Tip: Use competitor brand names as filters to analyze how your app compares in different locations.
Step 3: Analyze High-Engagement Locations
Per Capita Maps highlight which locations have the highest engagement per person. Once you identify these areas, ask:
Why is engagement high in this location?
Are there local trends influencing conversations?
How can your brand leverage this insight for targeted marketing?
Example: If Per Capita Maps reveal high engagement from a small town in Canada, the video maker app team can investigate whether a local influencer or trend is driving interest.
Tip: Engage with audiences in high-activity areas through targeted ads, collaborations, or regional promotions.
3. Applying Insights for Marketing & Content Strategy
1. Targeting High-Engagement Regions with Ads
If Per Capita Maps show strong engagement in certain locations, marketers can:
Run geo-targeted social media ads in those areas.
Partner with local influencers or content creators.
Offer region-specific promotions to boost conversions.
Example: A video maker app seeing high engagement in Texas could run localized Facebook ads featuring testimonials from Texas-based content creators.
Tip: Focus on engagement-rich areas rather than just high-population regions.
2. Identifying Untapped Markets for Expansion
Per Capita Maps can reveal unexpected locations where engagement is growing, helping brands expand into new markets.
Discover smaller cities or niche communities with high interest.
Test new marketing strategies in fast-growing engagement zones.
Adapt messaging based on regional interests and behaviors.
Example: If a video maker app finds that Southeast Asia has high engagement, they might prioritize local language content and region-specific tutorials.
Tip: Use location-based insights to adapt marketing and content localization strategies.
3. Creating Hyper-Localized Content
Per Capita Maps allow brands to understand what types of content perform best in different regions.
Track regional video editing trends and tailor content accordingly.
Feature local creators or influencers in marketing campaigns.
Create region-specific challenges, contests, or social media campaigns.
Example: A video maker app can create a tutorial series inspired by popular editing styles in high-engagement areas (e.g., cinematic edits in Europe, short-form Reels in India).
Tip: Leverage user-generated content from high-engagement locations to increase brand trust.
4. Measuring the Success of Your Strategy
Step 1: Compare Engagement Before & After Implementing Changes
Track engagement metrics in high-activity regions.
Measure changes in app downloads, website traffic, and social interactions.
Step 2: Adjust Strategy Based on Performance Data
If a region responds well to a campaign, invest more in that location.
If engagement drops, reassess content relevance or ad targeting.
Example: A video maker app that sees a spike in engagement in Latin America after launching Spanish-language tutorials can continue expanding localized content.
Tip: Regularly review Per Capita Map data to keep marketing efforts aligned with real-time trends.
Final Thoughts: Using Per Capita Maps to Drive Business Growth
Brandwatch’s Per Capita Maps provide marketers and content creators with a new way to analyze social media data, identify audience trends, and optimize their marketing strategy.
Key Takeaways:
Per Capita Maps adjust for population size, revealing true engagement hotspots.
They help businesses identify untapped markets and high-engagement locations.
Marketers can use insights for geo-targeted ads, influencer collaborations, and localized content.
By tracking trends in different regions, brands can create hyper-relevant content.
Regular monitoring of Per Capita Maps ensures data-driven decision-making.
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