Twinning!

All of us learnt that hashtags are the key to more reach and never grew out of it :p

While it's true they do help us with more reach, I’d say its a crazy bet on what hashtag is more likely to be searched v/s your hashtags. They are definitely a growth driving factor but not an assured one.

With campaigns in motion, they’re often run for a specific target audience with certain demographics and psychographics listed for them.
For any campaign, reach is an important metric, however relying on the old school method of mere hashtags and single target based ads will only have us going so far.

The solution to this: Lookalike analysis!

Explaining it simply

Cup Noodles

Location: Bangalore Urban
Ages: 17-25 (Conservatively)
Interests: Gaming, Music, Tech, Social Media etc
Reason to buy Cup Noodles: This age range is mostly either college going/early stages of career, lesser time to cook, quick fix as a snack, cheap

Cup Noodles
Location: Kota, Rajasthan
Ages: 17-25
Interests: Tech, Music, Gaming
Reason to buy Cup Noodles: This age range is mostly busy in preparing for competitive exams, sometimes need something quirky for their taste buds, quick fix as a snack, cheap

Lookalike analysis is simply replicating the attributes of your best customer segment (assuming Bangalore) in the Data Management Platform (DMP) to tap into more customers who might be replicating the behaviour of your best customer segment (in this case Kota) 

This warrants understanding the mass data and identifying our best performing data attribute before replicating a lookalike analysis.

Why this works?

Wider Reach, tapping more consumers than we'd initially think of, more enquiries, more conversion, more revenue! :)

Feel free to comment your thoughts!