Persona Insights let you analyze the engagers of your brand’s social media handles to uncover key audience segments. By adding relevant handles, you can generate a detailed view of who is engaging with your content and gain insights into their behaviors and attributes. A Cross Identity Graph analyzes this engagement data to find overlapping attributes and create clusters based on high index, multiples, and similarity scores. Using these clusters, you’ll receive persona recommendations that can be activated in campaigns, helping you reach more people who resemble your most engaged audiences.
Accessing Persona Clusters
1. In the left-hand navigation menu, select Persona.
2. Select the Create Persona dropdown in the top right, then choose Generate Persona Clusters.
Generating Persona Clusters
3. When prompted, enter a name for your cluster group.
4. From the list of available platforms, select the one you want to add first. Type in your handle for that platform, then click + to add it. Repeat this process for each platform you want to include. The available platforms are:
Instagram
TikTok
YouTube
X (Twitter)
Twitch
Tip: Add all relevant handles for your brand. If your brand does not have a large social following, consider adding competitor or influencer handles that are relevant to your audience.
5. Click Continue. The system will begin queuing and analyzing the data. This process typically takes about 30 minutes, so you can leave the screen and return later to review the results.
Viewing Your Insight
6. Once the clusters have been generated, go to the Persona Clusters tab and click View Details.
7. To see the results from the handles provided, click View Insights. This will display the handles analyzed along with the demographics, interests, and behaviors identified.
Persona Recommendations
8. Review the recommended personas based on the data collected.
9. To use one of these personas, click Select Persona and then Define Mapping to build it into a usable persona for your campaigns.
Mapping and Generating Audiences
10. While mapping your persona, you will see several traits applied in the Core Attributes section or Variant Testing section. Learn more about these sections in our detailed guide.
11. From here, you can make any changes before generating these traits into audiences. You may remove or swap traits in either section.
Note: At this stage you cannot add new audiences, but you will be able to after generating the audiences for further customization.
Finalizing Your Persona
12. Click Generate Audiences.
Once your audiences are generated:
Click into each individual audience to make adjustments.
Continue mapping the persona by removing or adding audiences as needed.
Your persona is now generated. To learn more about how to edit or use personas, see our Creating Personas guide.
Note: If you do not yet have a campaign or ad group, see our Launching Your First Agility Campaign: A New User’s Guide article for step-by-step instructions.