February 7, 2025

The start of the brand new 12 months for many manufacturers means setting new objectives for progress.

For long-time established manufacturers which means increasing into new and untapped markets. However reaching these new audiences requires extra than simply model ambition – it requires entry to the precise viewers information to assist pave the way in which.

One of many quickest methods to uncover alternatives for viewers progress is by analyzing your rivals’ audiences. By figuring out the teams they’ve captured that you simply haven’t, you’ll be able to perceive what it takes to attach with these audiences and win them over.

To show how you are able to do this, we’ll use three model examples. In every instance we’ll present you methods to use Viewers Intelligence, accessible within the Semrush App Heart, to develop your personal viewers in 2025.

Be aware: This text was created with contributions from Jackie Davies from Audiense. 

Instance 1: LEGO 

LEGO has been round for over 90 years, and all through that point LEGO has principally been checked out as a “boy’s toy”, regardless of their efforts to create female-focused LEGO units. 

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In 2012 they’d some success with their “Pals” LEGO assortment which was created with ladies in thoughts, and this grew their feminine viewers barely, however at the moment the information reveals that LEGO’s audience remains to be 71.26% male. 

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Earlier this 12 months they rolled out their greatest marketing campaign “celebrating ladies and their inventive worlds”. It is apparent that rising their feminine viewers remains to be an enormous precedence of theirs, and can probably be a serious focus for the model within the new 12 months. 

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Mega Bloks is LEGO’s competitor, and has been round for about 30 years. What’s attention-grabbing is that though they promote a really comparable product, their viewers truly skews extra feminine: 

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This poses a possibility for LEGO. To ensure that LEGO to develop their feminine viewers, they don’t must look a lot additional than the Mega Bloks viewers. As a result of, right here’s the same model who has been in a position to seize these feminine audiences who probably could be simply as fascinated about enjoying with LEGO, if LEGO focused them utilizing the same technique.

To focus on these feminine Mega Bloks audiences, LEGO should be taught what their pursuits are, how they behave on-line, and who they’re influenced by. All particulars can be utilized to create impactful advertisements which might be assured to resonate. 

For instance, inside the Viewers Intelligence platform we are able to view the demographic, psychographic, persona and curiosity information that inform us who this MegaBloks feminine viewers is at their core. 

Right here can also be the place the AI comes into play. The app makes use of synthetic intelligence to investigate shared pursuits and behaviors of and set up these affinity teams into clusters so that you can overview. 

The “Media Affinity” tab inside Viewers Intelligence shows the varieties of media this feminine Mega Bloks viewers loves. A wealthy perception right here is that they’re massive followers of JoJo Siwa’s YouTube channel.

So so as to get their product in entrance of this viewers, LEGO ought to run advert area on JoJo Siwa’s YouTube movies. 

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This is only one method LEGO might use Viewers Intelligence to be taught from their rivals’ viewers, and seize a brand new goal demographic, rising their feminine buyer base in 2025. 

Instance 2: Monster Vitality Drink

Whenever you consider Monster Vitality Drinks you most likely take into consideration their viewers of Avid gamers or BMX Bikers. This has been their target market for a very long time; these “male gamer and sports activities followers” varieties.

You possibly can see after we take a look at their audience that these are the varieties of clusters that floor: 

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Monster’s advertisements additionally mirror this; that they’re used to focus on this gamer viewers. 

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However Monster has now expanded their vitality drink providing to incorporate low calorie and zero sugar options, they usually have gone with a extra female packaging fashion suggesting they need to broaden their viewers exterior of this gamer or sports activities participant way of life, and in the direction of a extra feminine health centered viewers. 

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If that is certainly the case, the best method to do that could be to look to a competitor who has already paved the way in which. 

CELSIUS Vitality Drinksis one model that has already managed to seize an viewers of “Well being & Health” people who’re in search of this zero sugar, low calorie vitality drink choice to devour earlier than the fitness center or a busy day on the go. 

We will see proof of this within the advertisements they create and the clusters that floor inside their very own audience

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All Monster has to do on this situation is use Viewers Intelligence to robotically floor an important insights on this “Well being & Health” cluster resembling their prime pursuits and influencers, their defining demographic information, and the way they self-describe; all information wanted to focus on and seize them successfully. 

For an viewers of “Well being & Health” followers, the simplest approach to attain them might be via the health influencers they observe and belief. 

Throughout the CELSIUS Viewers insights report, Monster can entry their record of prime influencers just like the one we see beneath: 

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Monster can then start to accomplice with these identical influencers to advertise Monster Vitality Drink’s new line of “more healthy” vitality drink merchandise. 

It is a data-backed, assured approach to put their product in entrance of this “Well being & Health” viewers and in the end develop their attain. 

Instance 3: Netflix 

Lately, Netflix has been trying to expand into the gaming scene

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They’ve launched over 100 recreation titles to their streaming service since November 2021, they usually nonetheless have massive plans to develop this part of their enterprise. They need to imagine there may be nonetheless loads of alternative for progress. 

Based on Netflix’s Viewers Intelligence report, “Gaming” is presently only one small part of their general audience

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As a way to develop this viewers, they should know methods to goal them extra successfully. Within the gaming world there are tons of of various sub-communities of players, all of which have to be marketed otherwise. 

Twitch is an internet gaming streaming service with 36 million month-to-month customers. 

They’re an important useful resource for Netflix, who can analyze their viewers of players and determine the very best methods to focus on them. 

If we take a look at Twitch’s Viewers Intelligence report, you’ll be able to see quite a lot of totally different gamer varieties inside the Twitch audience

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Netflix might use the small print on every cluster to construct out comparable gaming audiences inside their social advert platforms (ie. by age, gender, distinctive pursuits and key phrases) to focus on these audiences instantly. 

It is a nice instance of a model getting into a brand new market (from TV and Film streaming to Gaming) that would use the assistance of Viewers Intelligence to focus on these net-new viewers teams.

Attain New Audiences in 2025 

Increasing into new audiences is crucial for established manufacturers to see progress in 2025. However rising an viewers calls for data-driven methods. 

By “wanting over the fence” and leveraging the Viewers Intelligence app within the SEMRUSH app heart manufacturers can uncover the insights they should establish untapped audiences and craft campaigns that resonate with them. 

Whether or not it is the instance of LEGO making an attempt to draw a brand new feminine viewers, Monster focusing on a brand new way of life group, or Netflix connecting with a complete net-new viewers of players – the important thing to rising your viewers is knowing them deeply sufficient to interact with them successfully. 

With Viewers insights at your fingertips breaking into these new markets turns into achievable, and scalable – strive it at the moment.