Short videos have become one of the dominant formats of social media content. Such short videos are often boosted by advertising to increase their reach and visibility. In research led by Joni Salminen, we investigate user churn (i.e., drop or loss of consumers during the video viewing) of short video ads on TikTok. Data from…… Continue reading Engagement Patterns in TikTok: An Analysis of Short Video Ads
Category: Customer segmentation
How does retail segmentation help with marketing?
Retail segmentation is a powerful marketing strategy that divides your customer base into distinct groups based on shared characteristics. These characteristics include demographics like age, income, location, and behavioral factors like purchase history, browsing habits, and brand loyalty. Understanding these distinct segments allows you to tailor your marketing messages and promotions to resonate more effectively…… Continue reading How does retail segmentation help with marketing?
“There’s Something About Noura”: Exploring Think-Aloud Reasonings for Users’ Persona Choice in a Design Task
Stakeholders like designers use personas to learn about users. After persona development, stakeholders are usually presented with a persona set. However, there is little research on how stakeholders select a persona from a persona set. A think-aloud analysis with 37 stakeholders asked to select a persona for a content design task reveals that persona selection…… Continue reading “There’s Something About Noura”: Exploring Think-Aloud Reasonings for Users’ Persona Choice in a Design Task
Exploring Emotional Dynamics in Social Media Interactions for News Content
Understanding people’s emotional reactions is crucial in a digital age where news spreads fast across social media. Researchers [1] conducted a thorough study analyzing over 130,000 social media posts and 2.8 million comments to see how news affects people emotionally. Using Plutchik’s wheel of emotions, they sorted emotions into nine types. The researchers…… Continue reading Exploring Emotional Dynamics in Social Media Interactions for News Content
How to Analyze the Engagement of Multiple LinkedIn Pages with ACUA
LinkedIn has become an important platform for businesses, professionals, and educators to connect, share insights, and engage with their audience. Analyzing the engagement of multiple LinkedIn pages is essential for understanding the effectiveness of your content strategy and identifying areas for improvement. In this blog post, we will discuss how you can use ACUA to…… Continue reading How to Analyze the Engagement of Multiple LinkedIn Pages with ACUA
News Engagement Across Social Media: the topical and sentiment effect
News outlets and other content creation organizations compete for viewership on traditional channels and increasingly compete for audience engagement across multiple social media platforms. With platforms like Facebook, Instagram, Twitter, YouTube, TikTok, Snapchat, and Reddit transforming how news is consumed, understanding the dynamics of user engagement becomes crucial. An analysis of approximately 3 million news…… Continue reading News Engagement Across Social Media: the topical and sentiment effect
Is an organization ready for using personas?
Our research team has conducted a series of research studies examining when and how organizations can effectively use personas. Some findings are: (a) Personas for social good are primarily exploratory and focused on initial methodology development. (b) We develop and validate the Persona Readiness Scale (PRS), a survey instrument to measure organizational readiness for personas.…… Continue reading Is an organization ready for using personas?
Multi-Dimensional Interactions with Online Content
Users’ engagement with online content goes beyond just passive consumption. It is a multi-dimensional process that includes various ways of interacting with the content, beyond a simple ‘like.’ This interaction can take different forms, such as sharing informative articles, saving content for future reference, and participating in discussions through comments. This diversified engagement shows a…… Continue reading Multi-Dimensional Interactions with Online Content
Understanding Your Audience: ACUA’s Age Analytics
In the dynamic landscape of social media, understanding your audience is crucial. The nuances of demographics often hold the key to crafting engaging and targeted content strategies. One of ACUA’s standout features lies in dissecting the age demographics of your audience, providing invaluable insights into the age groups engaging with your content. Actionable Use Cases…… Continue reading Understanding Your Audience: ACUA’s Age Analytics
Future of ACUA: Personalization Strategies Using User Persona
Personalization has become a cornerstone of modern digital marketing, and user personas play a pivotal role in crafting tailored experiences. By understanding the unique attributes, preferences, and behaviors of different audience segments through the lens of user personas, marketers can create highly personalized content and campaigns. This approach goes beyond simply addressing the audience as a…… Continue reading Future of ACUA: Personalization Strategies Using User Persona