Tom Bracher
Tom Bracher 1 August 2018

Passion networks - Why marketing campaigns require a deeper understanding of your audience

Social media users find solace in joining specific passion groups, especially when being part of such an imposing online environment. People use their interests to define themselves - and jump on social feeds to put these beliefs across.

When brands or agencies are looking to engage with these people, they need to know what online sub-communities these individuals have chosen to be part of. This makes it a whole lot easier to send the right message out to a potential audience.

Social listening experts Pulsar Platform worked alongside Twitter to analyze over 800,000 Twitter users and better understand their passions by demographic traits and interests. Analysis seems to suggest that each passion network forms its own unique cluster of users and this is usually related to geographic, ethnic or interest affinities - in some cases a mixture of the three.

Some Pulsar data viz below shows some examples of how these sub-communities are formed:


Brands and agencies should be keen to explore the sub-community talking points and interests, so as to approach from the right angle when looking to engage with them. Due to the sheer fragmentation of these audiences, it is practically impossible to reach sub-communities with the correct message with something generic. 

A generic message is likely to resonate with a minority of the community - leading to campaigns missing some potentially valuable audience members.

It’s often hopeless painting everyone with the same brush in marketing campaigns - especially when an audience is tied together by so many different interests. The primary benefit of social listening is that you can dissect these audiences and approach your marketing campaigns with an assured and targeted strategy behind them.

Pulsar’s findings on Twitter passion networks show how a selection of distinctive passions incorporate different sub-communities. Here are some examples supported by some cool data viz:


Fashion enthusiasts from a number of small national and international communities that come together around major fashion influencers, professional hubs and culture.



Techies share plenty of similarities, are extremely interconnected and form small global to city level communities - where there is a continuous overlap of interests and passions.



Political audiences share a tight bond of having similar understandings and interests, with close-knit communities on both a national and international level. National and global political influencers on Twitter bring this group together.


TV & Film

Unlike the rest, TV & Film enthusiasts are hugely diverse, sharing a variety of interests - less fragmented than you’d think, but not widely connected with each other. This represents a passion that has many enthusiasts from a much larger and less-connected audience group.  After all, who doesn’t love a good movie or Netflix series?


What these findings show us is that there’s so much more to an audience than meets the eye. Generic messaging is not the answer – and by looking into your audience at a more granular level, you can begin to understand dedicated passions, interests and ultimately the messages they will likely engage with.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

Whether you're a startup or an established business, the company website is an essential element of your digital marketing strategy. The most effective sites are continually nurtured and developed in line with...

Digital Doughnut Contributor
Digital Doughnut Contributor 7 January 2020
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more
McDonald's: the History and Evolution of a Famous Logo

McDonald's: the History and Evolution of a Famous Logo

McDonald's logo is one of the most recognizable in the world. What does the logo of this brand mean, how did it evolve and what is the secret to the success of McDonald’s fast food network?

Anna Kuznetsova
Anna Kuznetsova 24 October 2019
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more