What is an insight? Put simply, an insight is the why. Data tells you what happened or what is occurring, but insights tell you why. An insight unlocks a new way of thinking about your audience, your strategy and even your business.
Insights don’t have to be profound observations about humankind. It just needs to tell you something new about how to resonate with an audience.
How to develop insights
Insights from tools like YouTube and Facebook can help you understand the audience’s intentions in real-time. To begin developing your insights, start by asking, “What’s the issue?” Identify the issue you think your audience is trying to solve or the issue your audience is experiencing. What is your audience searching for? How does that relate to their consumer behavior?
Next, ask, “What’s the insight?” For example, beauty company Dove found that their audience didn’t like the way traditional beauty companies marketed to them. Their audience felt that other companies perpetuated unrealistic beauty standards and featured models who did not look like regular women. This insight led to Dove’s Real Beauty campaign featuring real women.
Creating a campaign based on insights
A creative campaign isn’t just a fill-in-the-blank exercise. For the team to create an effective campaign, there need to be meaningful insights in addition to data.
To create an insight-driven ad campaign, follow these steps:
1. Define your audience:
Setting a specific objective for your campaign will help you focus on the insight you want to develop and the results you want to achieve. Do you want to launch a new product? Boost sales? The objective will help inform you every step of the way.
2. Develop a hypothesis:
Using your current understanding of your audience and your objective, develop a hypothesis about an insight you think may inform your campaign. An insight might be something like, “The audience thinks this product isn’t for them because of x.”
3. Gather data:
While insights are based on feeling, you still need data for support. Gather data points that have the potential to either prove or disprove your hypothesis. Sources that might offer this data include sales, surveys, customer feedback and website and social media analytics.
4. Review your data alongside your hypothesis:
Now that you have assembled your data, compare your data to your hypothesis to see if it’s correct. If your data disproves your hypothesis, continue the process again. If it’s correct, move onto the next step.
5. Build and implement your creative:
Use the data and your hypothesis to help the creative team generate ideas that will resonate with the audience. Continue to test campaigns to see that the insights are accurate and reflect where your audience is today.
Insight-driven campaigns will help you captivate and engage your audience in a way your competitors aren’t. Capture your brand in motion and develop a strategy for engaging users with your video content with Spin Creative. Say
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
